According to the United Nations, half of the world’s population already experiences severe water scarcity for at least part of the year, and this proportion is expected to increase in the future due to climate change and population growth. We speak with Tara Helms, Sustainability Director for Electrolux Group North America, about our latest water-efficient products and our involvement in the 50L Home Coalition’s pilot project to lower the use of water and energy in real homes in Los Angeles, California. The results are presented at this week’s London Climate Week.
The 50L Home Coalition’s pilot aims to measure the impact appliances, fixtures and consumables can have in reducing water consumption, to test whether using just 50 liters per day, per home, is achievable.
Hi Tara, what are the results of the first pilot with the 50L Home Coalition?
We installed our 600 Series washing machines and dryers in homes in water-stressed Los Angeles in March 2023 as part of Phase 2 of the initiative. This laundry room retrofit was done in conjunction with other retrofits, including low-flow faucets. After completing Phase 2 with extensive performance data from 15 real-life homes, the Coalition demonstrated that over the nine-month test period, homes reduced their total water usage by an average of 21% versus the control homes. This is a great outcome together with our 50L Home partners including IKEA, KOHLER and Procter & Gamble.
We can even see some of the households switched permanently to cold water laundry settings. Overall hot water use in laundry was 54% lower vs. the control group’s prior consumption. This is an excellent proof point for us because most don’t draw the connection between water heating and energy use. Our goal is to demonstrate best-in-class cleaning performance, even in cold water, and the fact that hot water use can drop by over half means people are trying, and trusting, cold water washing.
What’s next?
Phase 3 began at the end of last year and aspires to take water efficiency to the next level. Products from our 700 Series laundry pair have been installed in the highly connected homes and are being tested for nine months through sensor-based passive monitoring. Besides our Electrolux 700 Series front-load washer and dryer, this phase includes the Electrolux 24″ Stainless Steel Tub Built-In Dishwasher with SmartBoost™.
Tell us about the 700 Series.
The Electrolux 700 Series Front Load Laundry pair – designed for cold water efficiency – was named among Green Builder Media’s 2025 Sustainable Products of the Year.
Launched at the end of 2024, the washer is powered by Smart Boost® technology which premixes water and detergent for the most effective stain removal, even in cold water. Cold water can deliver the same cleaning results, while saving on energy costs, reducing carbon emissions and helping clothes last longer.*
Our 700 Series washing machines have cold water washing as default and feature our Care meter on the user interface. With up to three green leaves to clearly communicate to the user the most resource-efficient laundry options, the Care meter helps them save water, energy and lower their bills. The dryer also features the Wear it Again™cycle that refreshes lightly worn or stored clothing in just 15 minutes, allowing users to avoid the wash altogether.
How does the 700 Series outperform our competitors?
The 700 Series builds on our brand leadership, resulting in nearly one point market share growth since launch. We offer best-in-class cleaning performance* — even with cold washing — and we’re the only appliance company with cold water washing as a default in our washing machines. The washing machine boasts the ENERGY STAR® Most Efficient mark for 2025, and is listed with the lowest energy consumption of any standard-size washer currently available on the market.** The series is good for the planet, people and our profitability.
What can we say about how the 700 Series is designed and assembled?
The series is assembled in one of our third-party certified Zero Waste to Landfill factories, which has achieved top certifications in quality (ISO 9001) and environmental sustainability (ISO 14001). The products also incorporate recycled plastic and steel and use less chrome. Specifically, the pedestal drawers are made of up to 16% recycled material by weight.
How does being part of the 50L Home vision create value for us now and in the future?
The coalition is a great platform for us to showcase our high-performance washers that can help consumers run more resource-efficient homes. It also gives us a clear vision to lead in laundry performance and be the best in the market. Phase 2 was about testing existing technology available on the market – which led to significantly lower water volume per cycle. Overall hot water use was 23% lower vs. prior water consumption.
Phase 3 allows us to push the boundaries by incorporating brand-new technology and see if we can truly convert homes to cold-water washing as the new norm, and minimize hand washing of dishes, with no pre-rinse, re-wash, or pre-soaking. We will use the findings from Phase 3 of this project to influence the future development of our home appliances.
About the 50L Home Coalition
The 50L Home Coalition, convened by the World Business Council for Sustainable Development (WBCSD) and the World Economic Forum (WEF), aims to make it easy and irresistible to have a water-efficient lifestyle, in which 50 liters a day feels like 500 liters, with lower energy use as well. The pilot in Los Angeles is being implemented with the U.S. Green Building Council California (USGBC-CA). Learn more about the pilot here.
Disclaimers
* AHAM HLW-2020 tested against leading competitors with suggested retail pricing of $1549-$1999.
** According to the US Department Of Energy Compliance Certification Database and Natural Resources Canada Energy Efficiency Ratings Database, August 2024 for standard size washing machines currently on the market.
