Beko, Europe’s leading home appliance brand, held a virtual showcase of its eco-friendly appliances.
Arçelik’s CEO Hakan Bulgurlu, CMO Zeynep Yalım Uzun and CCO Ragıp Balcıoğlu and with a special guest from the World Business Council for Sustainable Development, Brendan Edgerton, Circular Economy Director took part.
Though public concern about global climate change has been slow to take root across the Gulf States, mounting government and corporate initiatives, and wider access to information, now appear to be making an impact.
A number of actions taken by the GCC nations in recent years have improved awareness of climate change and made environmental sustainability a higher priority.
A Boston Consulting Group’s study of consumers in the six member states found more than 80% of those surveyed saying they would be willing to adopt a more sustainable lifestyle. Depending on the country, 80% to 95% of respondents said they are willing to start or are already taking action in response to climate change. Consumers in the Gulf region are often willing to try eco-friendly products but are hindered by a scarcity of providers and insufficient choices.
In the launch, Beko unveiled seven sustainable products* including a washing machine/washer dryer, oven, tumble dryer, refrigerator, espresso coffee maker and dishwasher to help consumers reduce their impact on the environment.
Bulgurlu of Arçelik, Beko’s parent company, said, “Our goals in sustainability and our leading efforts in innovation are two great parts of the same whole. Their evolution depends on each other. It is up to us to find better, more environmentally conscious ways of conducting our lives. With a series of eco-friendly Beko appliances, customers can now fully equip a sustainable home.”
Arçelik’s CMO, Zeynep Yalım Uzun added: “Beko’s brand purpose is empowering future generations to live healthier lives, which is only possible by living more sustainably and working towards a healthier planet. All of our actions and every product we use has an impact on nature. So, beyond this seven-product portfolio, we are eager to adapt our existing technologies to make all our appliances more environmentally friendly too. For Beko, this is only the beginning.”
BCG’s research confirmed that there is considerable untapped demand across the GCC for sustainable goods and services. Indeed, it found that most consumers are willing to pay a premium for eco-friendly options. Nonetheless, around 30% of respondents cited lack of options as an obstacle. What’s more, 47% of respondents said they would be more likely to adopt sustainable products if a wider variety of options were available or if they were of a higher quality.
“At Beko, we are passionate about democratising technology, making it affordable and ensuring that as many people as possible have access to it. By making sustainability a business model and integrating it into everything we do, we strive to reduce human environmental damage through developing high-performance, durable, affordable home appliances that are also eco-friendly” said Arçelik’s CCO Ragıp Balcıoğlu.
Oral Bozkurt, Country Manager of Beko Gulf, Arçelik’s subsidiary for the Gulf states said, “We hear our consumers and strive to be a positive force for change in the region in line with the shift in consumer demand. At Arçelik, we have been focusing on environmentally friendly living for a number of years, raising awareness and developing products that make eco-living possible, affordable and convenient. These products are the first of many to come.” -- TradeArabia News Service
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