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SUSTAINABILITY REPORT: CONSUMERS INCREASINGLY SEEK MORE SUSTAINABLE PRODUCTS
Consumers increasingly seek more sustainable products
Over the last 12 months, the topic of sustainability and its importance to retail partners and end consumers has become a necessarily dominant topic of conversation, according to Electrolux Australia and New Zealand managing director, Kurt Hegvold.
“It’s become increasingly clear that consumers are better educated and purchase behaviour is shifting, particularly among Gen Z and Gen Y consumers, as they look for companies and brands that can deliver authentic circular solutions, more sustainable products and practices,” he said.
“Consumers now understand more about what end to end circular and responsible sustainability means. We are seeing government mobilising to deliver strong policy and regulation in this space to ensure we are making real progress towards the committed Australian 2030 agenda for sustainable development.
Miele continues to improve energy efficiency ratings across its range, including laundry appliances.
“We are seeing consumers become more focused on what products are made of, whether it can be managed through its lifecycle to end of life and its footprint during its lifecycle. We are partnering with our R&D team to ensure the products we bring to market have the highest possible energy ratings and, like our peers, we are committed to reaching 9-star and 10-star ratings on laundry products.”
Smeg head of marketing, Livia McRobert said consumers are not only interested in energy efficiency and, if appropriate, water ratings when considering home appliances, but also manufacturing materials, design and processes play a role in the decisionmaking process.
“Smeg remains focused on ongoing improvements in manufacturing such as the newly launched recycled Tritan Renew, in selected small appliances with no adverse impact on durability or performance.
Smeg remains committed to responsible design, where only materials which can easily be recycled are selected, such as steel, glass, aluminium and brass. Packaging has been overhauled with EPS foam packaging removed from small appliances and, where possible, major appliances. Plastic has been removed and replaced with recycled paper and cardboard,” she said.
BSH has also seen shifting consumer purchasing behaviour with a greater emphasis on sustainability. “In home appliances, we are seeing more consideration of energy and water efficiency. The Bosch heat pump dryer (WTX88M20AU) features a 10-star energy rating and most Bosch Series 6 dishwashers feature a 5.5-star WELS rating. Ratings such as these help to give consumers confidence when it comes to choosing products for their home enabling them to lead a more sustainable lifestyle,” head of brand, Jessica Deuscher said.
Eurolinx recently conducted a thirdparty evaluation of its business operations in relation to sustainability and are working on a roadmap for the company.
“With the current market trend towards electric and specifically induction cooking, we are looking to expand our offering. Later this year, we will be releasing an ILVE 120cm cooker with all induction cooking surface in Professional Plus, Nostalgie and Majestic styles, as well as more built-in models. We will also launch new Artusi induction cooktop styles in white glass and black glass. Both brands deliver market-leading induction with integrated downdraft hood products available with plasma filters,” marketing manager, Daniel Bertuccio said.
With consumers increasingly concerned about cost savings when it comes to energy, water and food, Miele has responded with a 360-degree approach.
ILVE induction cooktop with integrated downdraft rangehood.
“At Miele, we are focused on two key areas –waste reduction and driving a circularity model. We have optimised our water and energy efficiency ratings, particularly in our latest refrigerators and heat pump dryers. In late 2022, Miele launched its latest K7000 refrigerator with 5.5-star energy rating – one of the highest ratings in the Australian market,” marketing director, Michele Laghezza said.
“We have also improved the recyclability of our products and the proportion of recycled materials including recycled plastics. Beyond the product itself, we want to support the consumer in better usage of their products because 84% of carbon emissions comes from usage in the home, more than manufacturing and transport.
“Miele has just launched a new campaign, ‘Buy Once, Buy Besser’, designed to reassure customers and give them confidence they have made the right decision to invest in an appliance that will last. An investment in Miele helps customers save money in the long-term, not just because of the appliances’ longevity, but because they can help with savings in energy, water and food wastage every day.”
When Steel brings new products to market, the company ensures they are the most energy efficient possible. “The new 100-year anniversary line has a selection of eco functions that save up to 30% of energy compared to standard functions. Our steam function also saves both energy and time.,” president, Auro Po said.
Bosch heat pump dryer WTX88M20AU features a 10-star energy rating.
“We only use recycled steel for our cookers and when we laser cut a sheet of steel, we have about 20% material waste which is then recycled.”
Olimpia Splendid is focused on bringing more sustainable products to market. “Many of our units are Wi-Fi enabled and offer daily and weekly programming. Our portable air conditioners are also moving towards more sustainable R290 gas,” marketing and new product development manager, Peter Burnham said.
At CES 2023 in Las Vegas, the Panasonic Group demonstrated its commitment to a sustainable future by highlighting how it’s applying innovative technologies to address CO2 emissions.
“Panasonic Group invests in research to better understand the concerns of its consumers and people who engage with its brand around the world. From this research, the number one concern with young people in every market is the state of the environment,” Panasonic Australia managing director, Paul Reid said.
“Increasingly, Australians are seeking more sustainable products and services. Local research released last year by strategy consultants, Nature and The Lab reported that four in 10 Australians will stop purchasing from brands that don’t support sustainable practices, so encouragingly it is becoming less of an option for businesses to avoid this responsibility.”
For Nespresso, sustainability has always been at the core, from recycling programs to coffee machine designs to optimise the use of energy, water and most critically coffee.
“Our latest coffee machines, Vertuo Next and Vertuo Pop, are examples of how sustainable principles are being considered. Vertuo Next is made from 54% recycled materials, and Vertuo Pop, the newer and smaller iteration, is made from 35% recycled plastic, comes in packaging made from 99% recycled materials, and has an energy consumption class A+ rating,” brand manager of corporate and sustainability, Hayley Warwick said.
“Our AAA Sustainable Quality Program ensures the continued supply of high-quality coffee by improving the livelihoods of farmers and protecting the environment through actions such as social initiatives, income protection, nature-based farming solutions and regenerative agriculture.”
Belkin's Design Lab in the US where developing new products using PCR plastics is a key focus.
Magimix products come with a 30-year motor warranty, but the reality is that the machines last longer than 30 years, up to 40 or 50 years, according to managing director, Wivina Chaneliere. “Over the past few months, we have seen an increase in the number of customers bringing back machines they purchased 40 or 50 years ago because the machines are still working, they just need a new set of bowls. But we also offer to repair the machine – often it’s not the motor, but the shaft or a button. This shows that our customers are more concerned about sustainability and want their machine to keep going, despite the age,” she said.
“Each time a machine is returned, we write a story from the person who purchased the machine and their attachment to the product. We share the stories on our social media platforms and will soon add them to our website as it’s our point of difference in the market. Our strength is the durability and performance of our machines. We are receiving feedback from our retail partners that customers want to purchase a Magimix because it’s made in France, with the country of origin becoming increasingly important.”
Over the last 12 months, there has been an encouraging response to Belkin’s sustainability initiatives from retail and channel partners.
“We’re expanding and launching new products using post-consumer recycled (PCR) plastics; a process we’ve expedited for the Australian and New Zealand market because our end consumers and partners are calling for it. Our channel partners have been extremely engaged – not only now but over the past few years – and it continues to evolve in our ongoing conversations,” Belkin Australia and New Zealand head of product management, Jamie Laing-Reece said.
SUSTAINABILITY PREFERRED
A recent Finder report has shown that consumers preference sustainable products and services when making key buying decisions in the appliance and consumer electronics categories.
- 57% are more mindful of their environmental impact since Covid.
- 44% are choosing energy efficient appliances.
- 75% of women are concerned about their carbon footprint compared to 66% of men.
- 62% are using less plastic.
- 42% are choosing energy efficient lighting.
- 83% of Gen Z are the most concerned about their carbon footprint compared to 55% of Baby Boomers.
