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www.thedesignermagazine.com Final Word
Despite massive improvements to energy efficiency
in household appliances, we’re yet to fully reap the
rewards, says Douglas Herbison
The
domestic appliance industry has undergone significant not entirely clear. Spiralling energy prices may
changes in recent years, changes which have been reflected finally prove the catalyst that drives the public
across many countries, highlighting the pan-european nature of the to take energy efficiency on board.
industry today. Consumers have a wider choice of products, with more Meanwhile, despite massive improvements
features, at significantly lower prices than 20 or even 10 years ago. in the running efficiency of the appliances
For manufacturers operating in a highly competitive market, on offer, the full potential for savings is not
innovation has been a way of making their mark – both technologically being achieved because too many homes are
and also with stylish products that are aesthetically different. hanging on to obsolete appliances.
Regulation, technological innovation and changes in fashion are likely There is potential, with our current
to continue to impact increasingly on the sector as a whole. Whilst technologies, to reduce CO2 emissions
these developments have occurred across europe, there are of course significantly if we can effect a change in
trends that are unique to the UK market. attitude and behaviour. With this in mind,
The proportion of built-in appliances going directly into new- we launched AMDeA’s ‘Time to Change’
build properties is far higher in the UK than in the rest of europe. campaign.
Changing social patterns and trends in fashion also play a major role in The aim is twofold: to persuade
the UK domestic appliance market. As disposable income has increased, consumers to trade-in old domestic appliances
growth in consumer spending and changing taste has led to greater (specifically fridges, freezers and washing
demand for higher-end products. machines) for new, more energy-efficient ones
Interest in interior design has also grown significantly, with kitchen and to persuade the government to provide
makeovers playing an important role in home improvement. Perhaps incentives for this – not an easy task.
a growing interest in food has helped to open an appetite for larger A website was set up in October 2007
industrial-style cookers and US-style fridges (t2c.org.uk) which includes useful information
In contrast, over the last 10 years environmental factors have and advice to consumers. The cornerstone is a
driven manufacturers to deploy engineering innovation to produce calculator which allows householders to key in
more energy-efficient technologies, using the year they bought their fridge or washing
less electricity and water. Research and machine and see the savings they could make,
development of new products has been by trading it in for a new model.
challenged by the expectations of fashion The website has been supported by a
and contemporary design, coupled with the range of organisations from retailers like
requirements of environmental regulation. Comet, to regional energy agencies and the
The environmental focus of our industry London Mayor’s Office, who are now linking
has been driven by the european energy into it. A competition to find and replace the
label (energy-rating products from A to G), UK’s oldest working fridge was covered by
competition and voluntary agreements. For BBC TV news – the fridge was 55 years old
example, a typical new washing machine and was won by a family in the Wirral.
consumes a quarter less energy and one third The household appliance sector can play
less water than an average washing machine made in 1995. a key role in reducing our carbon emissions
equally striking is the improvement in refrigeration, where today’s in the UK. But we cannot reap the benefits of
best products use half of the energy consumed by a typical refrigerator, technological advances unless we can convince
of similar capacity, manufactured in 1995. the public to commit to change, and for this
What is unfortunate is that people are keeping their old, less-efficient we need the assistance of government.
appliances and the UK government, unlike countries such as Italy, is not We want to see our products and the fruits
prepared to provide fiscal incentives to help them make that change. of our investment realise their full potential
Increasingly, governments and the eU see the need to reduce to make a real contribution to protecting the
carbon emissions as a top priority. Carbon emissions from domestic environment, in the race against time and
buildings account for an estimated 27 per cent of total UK emissions, climate change. designer
and household appliances (white and brown goods) are responsible for
21 per cent of UK domestic emissions. Douglas Herbison is Chief Executive
however, research into our customers’ attitudes to climate change of AMDEA, the UK trade association
and energy efficiency indicates that environmental considerations are for manufacturers of large and small
not a prime concern. Purchasing decisions are still influenced by price domestic appliances
and fashion. Awareness of the eU energy label also seems to be low in
the UK compared to other european countries. Why this is the case is
www.amdea.org.uk
Final Word August08 p.indd 82 22/7/08 10:26:57
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