Winning the green good will

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The recently launched Time to Change campaign fits perfectly into the current climate of environment-induced changes and political imperatives. Not many people will question the need to replace the estimated 15.4 million outdated domestic appliances which inhabit our homes and garages.
After all, their replacement with modern products could save 3.6 THh of electricity a year – sufficient to light million homes for an entire year. And yet, the initiative carries a number of contradictions and runs against the established perceptions of what a good appliance is supposed to be and how long it is meant to last.

Electrical retailers will be at the forefront of this initiative and will be the first to deal with customers’ doubts and irritations. You will need to have a ready answer to the question of why they are supposed to dispose of a well working washing machine or a fridge if the short term financial benefits will be relatively small, while the financial outlay is large? What about the issue of their recycling? These appliances will be contributing to the fridge/washing machine mountain – already a considerable burden to the environment.

As with everything else, changing the attitudes will be the hardest part of the process. Fortunately, retailers will have the resources of retra and Amdea at their disposal and facts and figures to use in the battle for customers’ good will.

No doubt, it is going to be a big challenge (at least until the next rise of the water and energy prices), and therefore I would like to hear about your experiences, opinions and thoughts. They should guide those running this initiative.

Anna Ryland, Editor

aryland@datateam.co.uk

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