Defra’s Water White Paper ‘Water for Life,’ published in late 2011, encouraged voluntary water efficiency labelling to enable customers to choose more efficient products.
As a result, leading retailers and builders’ merchants established an industry working group, facilitated by WRAP, to consider what action they could take to enable this.
The Group agreed two top level goals:
- To identify the water-saving potential from bathroom products (basin taps, toilets and showers) and associated behaviours and communications; and
- To review the evidence and agree on action(s) which will increase the sale of water efficient bathroom products in the home improvement sector.
The Group is focussed on those actions which it can directly control or influence and this covers Repair, Maintenance and Improvement and DIY Products. It does not currently extend to new build or major building refurbishment, as the Group felt these areas were currently covered by regulation.
Group meeting – May 2014
Key meeting outcomes:
- 66 brands are now registered with the Water Label with 6,508 products registered.
- The working group supports the setting of effective measures of success to demonstrate progress in visibility of the Label to consumers and to demonstrate to the EC progress of the scheme.
- A Water Label Action Plan was drafted to help work towards achieving significant consumer visibility in terms of registered products, information provision through websites and in print, and then on-pack labelling where relevant.
- Findings from the testing of communications materials (to support the Water Label) with consumers and plumbers were shared with the group, from which a communications pack for marketing colleagues and branch managers and staff is being developed.
The next meeting is on 16th July 2014, contact us for further details.