AMDEA campaign highlights water-saving potential of appliances

The Association of Manufacturers of Domestic Appliances (AMDEA) has launched a summer campaign called 'More than a drop in the ocean', aiming to educate consumers about water conservation through proper appliance use.

Launched on 29 July, the campaign emphasises how simple actions, such as using eco settings on washing machines and dishwashers, can significantly reduce household water consumption. AMDEA suggests these measures could potentially save up to 24% of a typical home's water usage.

A YouGov study commissioned by AMDEA revealed that many consumers are unaware of the water-saving benefits of eco cycles:

• 30% of respondents rarely or never consider water conservation when choosing a washing machine cycle.
• 25% take the same approach with dishwashers.
• Over a quarter (27%) admitted to not knowing how much water an eco cycle saves.
• 10% incorrectly believed eco cycles used more water.

The study also found confusion about which cycles use the least water. While 54% correctly identified eco cycles as the most water-efficient, 37% thought the quickest or hottest wash used less water.

Interestingly, the primary motivation for water conservation among concerned households was reducing bills (72%), followed by environmental protection (65%) and ensuring future water access (46%).

AMDEA has updated its 'Know Watt's What' website with new content on how appliances can help reduce home water usage. This resource could be valuable for retailers looking to educate customers on the benefits of water-efficient appliances.

---