The world of appliances has witnessed a remarkable evolution, transcending traditional roles to become automated, eco-conscious, and interconnected devices that add convenience to our daily lives. IFA Berlin 2023 was a melting pot of innovation, uniting global industry leaders such as Beko and Miele with dynamic startups, all eager to unveil their next innovations.
Beyond the typical product exhibitions, the event delved into pressing issues of sustainability and energy conservation. Attendees engaged in discussions that spanned from water-saving washing machines to ethically sourced materials for smart electronics. While automation was a hot topic, it was sustainability that stole the spotlight, with established brands emphasizing the importance of raising awareness, promoting education, and taking concrete actions.
Midea’s Remarkable Environmental Efforts
Midea took a bold stance in addressing environmental concerns, shining a light on the adverse impact of air conditioning systems on CO2 emissions and energy consumption. The refrigerants used in these systems contribute significantly to greenhouse gas emissions, necessitating global cooperation and stricter regulations.
“Air conditioning currently accounts for a staggering 3.2 percent of global CO2 emissions. And that number is on a rapid rise,” said Philipp Denzinger, Project Manager at Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH. “Air conditioning is both a necessity, given the warming climate, and a symbol of middle-class growth in developing countries. This has led to a saturated market for air conditioning, further exacerbating the issue.”
The event called for consumer awareness campaigns and eco-labels to guide individuals toward environmentally friendly choices. Manufacturers were urged to prioritize sustainability alongside profitability by adopting low-carbon refrigerants like CO2 and enhancing the energy efficiency of air conditioning systems.
Miele’s Commitment to a Sustainable Future
Miele underscored the importance of sustainability in the face of global crises during their presentation. The key takeaways emphasized recognizing sustainability’s significance, balancing economic and ecological factors, and focusing on product sustainability.
“Sustainability has been part of Miele’s DNA for over 124 years,” said Rebecca Steinhage, Executive Director Human Resources, Internal Audit, Corporate Communication, Sustainability & Regulatory Affairs at Miele. “But how do we ensure that sustainability isn’t just another topic on the agenda? How do we embed it in companies, institutions, governments, and, yes, even in our families? My message is simple: focus, authenticity, and mindset.”
“83 percent of CO2 emissions occur during the usage phase,” noted Steinhage, shedding light on the usage phase of products as a major contributor to CO2 emissions, and advocating for energy-efficient designs and sustainable usage habits. The shift towards a circular economy, emphasizing recycling, repairability, and innovative approaches, was deemed essential for long-term sustainability.
To combat this figure, Meile highlighted the company’s efforts in the Netherlands, where they partnered with a local waste disposal plant to reintegrate machines back into use without the need for entirely new production processes. Their focus on circularity serves as a model for others to emulate.
Beko’s Innovative Spin on Sustainability
Beko introduced an engaging approach to raising environmental awareness with their online game “Domino.” Players could explore the consequences of inaction on environmental issues, highlighting the positive impact of sustainability efforts.
Beko’s product innovations prioritized energy efficiency, featuring a washing machine capable of saving up to 35 percent energy. “Innovative drum movements dissolve detergent faster than ever before, using less power to achieve the same quality clean,” explained a short video shown at the event. “Together it can save 35percent energy in all programs.”
They also championed recycling efforts and sustainable packaging, reducing material waste by 40 percent. Collaborations with partners like Best Chef Masaharu Matsumoto exemplified their commitment to sustainability.
What This Means for You
Consumers were encouraged to seek out energy-efficient appliances to significantly reduce their energy consumption. Prioritizing products designed with sustainability in mind, including those that minimize material wastage and employ recyclable materials, was emphasized. Heightened awareness of the environmental impact of product packaging and support for eco-friendly packaging practices were also recommended. Staying informed about awards and recognitions for sustainable and innovative products served as a guide for consumers. Collaborations and partnerships with sustainability-focused organizations signaled a brand’s commitment to sustainable practices.
IFA Berlin 2023 gave a sneak peek into the future of appliances, where everyday devices seamlessly integrate into a sustainable, interconnected home ecosystem. Brands like Midea, Miele, and Beko highlighted their dedication to sustainability, energy efficiency, and reducing material waste, offering consumers a pathway to a more environmentally conscious lifestyle.
