As the world begins to witness the UN’s global climate change conference – COP 27 in Egypt, GROHE brand initiated a survey in collaboration with YouGov which showed that in only three out of nine countries in EMENA around 50% of the population have changed their showering habits to save water and energy costs.
Taking a specific look at Egypt, a record-high of 35% of Egypt- based respondents already have water- and energy-saving products installed in their bathrooms and 44% are showering colder, shorter or less often.
These findings clearly show how consumer behaviour is changing towards a being more environmentally conscious, but more can be done.
On display in its LIVE Center in New Cairo, the GROHE brand’s portfolio offers a number of opportunities for consumers to reduce their environmental footprint. For instance, GROHE’s EcoJoy technology that is used for numerous models of showers.
The integrated flow restrictor automatically reduces water consumption and has proved successful with its increasing sales share, currently around 80% of sales of the basin faucet segment.
Transforming how LIXIL, the global pioneering manufacturer in water and housing products with its GROHE brand, the leading global brand for complete bathroom solutions and kitchen fittings, approaches environmental issues is a critical part of transforming for impact.
LIXIL´s environmental strategy consists of three pillars: “climate change mitigation and adaptation”, “water sustainability”, and “Circular economy”. The transition to a net zero economy is the critical challenge of our times, with a strategy to reduce CO2 emissions for society as a whole. But as a positive impact, LIXILs goal is being CO2 neutral by 2050.
Nizar Abdel Kader, Leader Egypt Libya & Sudan, LIXIL EMENA, commented: “At LIXIL with its GROHE brand, sustainability is at the heart of everything we do. We are also proud to continue leading crucial conversations on the importance of sustainability, sharing our objectives which align with Egypt’s Vision 2030. We look forward to continuing to plan for and implement impactful initiatives that deliver on our environmental strategy and 2050 net-zero goals.”
Always striving to improve water consumption habits amongst the community, GROHE has also witnessed the success of its Green Hospital initiative in partnership with the General Authority for Healthcare, which was launched last year across a number of Egyptian public hospitals.
“Green Hospital” served as an extension to the brand’s “Green Mosque” initiative which looked to install water-efficient products in mosques across the Middle East – a testament to the brand’s unwavering commitment and responsibility towards the communities it operates in.
Commenting on the initiative, Nizar added: “With all focus turning towards actioning initiatives rather than just planning for the future, LIXIL with its GROHE brand has celebrated a number of sustainable activities, including providing water saving faucets that have reduced water consumption by 30% at medical institutions, while at the same time further reducing the risk of disease transmission.”
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