Client: Electrolux Group

Transforming Appliance Usage for a Sustainable Future

CSR, FMCG, Safety

Challenge

Appliances are central to modern life—from cooking and laundry to heating and cooling. Yet, while new appliances are increasingly designed for sustainability, consumer behavior often lags behind. When replacing an old machine, many consumers quickly return to old habits, missing out on sustainable functions such as lower temperature washing, steam programs, or regular maintenance.

Electrolux Group, a global leader in home appliances, recognized that true sustainability depends not only on product design but also on how consumers use their machines. To close this gap, Electrolux partnered with Krukow to guide AEG customers—particularly users of the 9000 series—toward more sustainable everyday practices.

“We have ambitious but achievable objectives and I look forward to the journey ahead to drive positive change both at Electrolux and in the daily lives of our consumers.”

Vanessa Butani, VP Group Sustainability at Electrolux Group

Approach

The collaboration focused on accelerating behavior change during the onboarding and familiarization phase of new appliance usage. By applying behavioral design and nudging principles, Electrolux sought to make sustainable decisions the natural and easy choice for consumers.

Key areas of focus included:

Encouraging lower temperature washing, reducing both energy use and fabric wear.
Promoting the use of the steam function, offering an efficient alternative to full washes.
Supporting proactive maintenance practices to extend appliance lifespan and optimize performance.

Solution

Electrolux and Krukow developed targeted nudging solutions integrated directly into the appliance interface and connected smartphone apps. These included:

Intuitive prompts guiding users toward sustainable program choices.
Visual feedback highlighting resource savings and garment care benefits.
Behavioral cues encouraging small but consistent maintenance habits.

By embedding these nudges into the everyday user journey, the project made sustainability visible, simple, and rewarding.

Impact

Through this collaboration, Electrolux Group moved beyond product innovation to become an active partner in sustainable living. The solutions:

Empowered consumers to adopt new, sustainable washing routines.
Extended the life of garments and appliances, reducing waste and resource use.
Enhanced Electrolux’s role as a frontrunner in the shift toward conscious consumption.

By prioritizing user-friendly, behavior-led design, Electrolux is setting a new standard in the appliance industry—turning everyday usage into a powerful driver of sustainability.

*Source: Fortune Business Insights: https://www.fortunebusinessinsights.com/beer-market-102489