The energy awakening

Across the UK, a quiet revolution is underway in homes, both old and new. Rising energy costs and a growing sense of environmental responsibility are changing how people approach daily routines. It’s about saving money – but there’s also a deeper awareness that every choice, from a quick laundry cycle to cooking a family meal, has an impact. This moment of change has brought Electrolux into sharp focus.

The question isn't whether companies will adapt to this new reality – it's how quickly and how thoughtfully they'll do it. And our Patron Electrolux, a household brand with roots in the UK for over a century, is on it. Not only are they navigating this new reality, they are also positioned to shape it. Will Sherwood-King, Brand Marketing Lead UK & Ireland, has witnessed this change firsthand.

“At Electrolux Group, we know that people are becoming increasingly more aware of their energy use and sustainability. And 88% of consumers want brands to help them be more environmentally friendly, therefore it’s our job to provide them with the appliances to do so,” he says.

Changing habits, changing homes
For many people, sustainability now shapes daily decisions, with quick washes and energy-saving cycles as the new normal. “We’re aware that people are also increasingly time poor in today’s society,” Will notes, referencing research showing that the quick wash is “the unsung hero of the home.” Electrolux has responded with features like “PowerClean 59min,” which Will describes as using “innovative technology to offer complete stain removal in under an hour.”

As routines evolve, Will points out that many of the advanced features, especially in kitchen appliances, are often overlooked. “Many appliance functions go unnoticed by consumers. We encourage people to take some time to look into and understand the settings on their appliances. They may find that they’ve missed a setting that could take their staple dish to the next level with a burst of steam or a better use of heat distribution for that crispy base.”

The design and innovation response
As Will stated before, as households adapt, so must the companies that serve them. Since the 1920s, Electrolux has supplied brands like Zanussi, AEG, and Electrolux itself to UK homes. Today, much of their consumer business is represented by the AEG brand, which Will describes as “an appliance brand rooted in German heritage that seeks to offer products with a no compromise approach to design, innovation and sustainability.”

Recent changes in the AEG built-in Kitchen range reflect how design and innovation are responding to modern needs. Will points out “sleek gloss and Matt black finishes, a redesigned user interface with advanced assisted cooking features, and our SaphirMatt induction hob range.” The SaphirMatt hob, for example, is “4 times more scratch resistant than our standard glass, delivering not only a striking Matt black aesthetic, but a surface that stays looking new for longer.”

Will also shares that new dishwashers are on the way, designed with quieter cycles, greater energy efficiency, and improved cleaning.

Sustainability in practice
For Electrolux, sustainability is not just a corporate talking point. Will is clear: “Sustainability is one of our core business drivers and is at the heart of everything we do, meaning it feeds into the technologies we put into our appliances.”

He points to research showing that “85% of the global climate impact of an appliance, during its lifespan, is generated when it is being used in the home, so aside from market leading energy ratings we equip our appliances with functionality that make sustainable choices easier than ever.”

Even the user interfaces are designed to make sustainable choices more accessible, offering “easy access to recipes and features that help homeowners cook more sustainably and intuitively,” Will adds.

Electrolux has their ears to the ground – recognising and responding to the changing priorities of consumers. As the energy awakening continues and 88% of people look to brands for help in living more sustainably, the real challenge for any organisation is to listen and adapt. As Will said earlier: “It’s our job to provide them with the appliances to do so.”