New research highlights need for more promotion of water efficient products

‘Retailers and installers are missing an opportunity to change consumer behaviour and support them in making more informed choices’ said UWL MD

Unified Water Label logo

Research carried out by the Bathroom Manufacturers Association (BMA) has highlighted the need for retailers and installers to promote water efficient products to the consumer, says Unified Water Label MD, Yvonne Orgill.

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Orgill said, ‘This latest research shows us once again that consumers would be influenced in their buying choices, if they had more information about the water efficiencies of the bathroom products they are buying.

It is frustrating, as the products are available from manufacturers and many choose to display the Unified Water Label which provides the information consumers seek but retailers and installers are not taking the opportunity to provide this information to the consumer.

‘The BMA research found that three-quarters of British adults try to use water wisely whenever they can, with 75% of respondents recognising the importance of individual responsibility in saving water. However, the survey also reported that four in ten adults are not sure how to improve the water efficiency in their home (41%) and three in ten (28%) don’t know how much water they use daily.

‘Clearly retailers and installers are missing an opportunity to change consumer behaviour and support them in making more informed choices. Around half of respondents surveyed would like to improve their household water efficiency (55%), and state it influences their purchasing decision (51%).

‘The bathroom industry has to take responsibility for this issue, as with the absence of any incentives from government, it is up to us to promote the environmental benefit of our products. I urge more retailers and installers to actively seek out products that carry the UWL and market the environmental benefits to their customers.’

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More information on the UWL can be found here.