Electrolux has a long history in home appliances and a stated focus on sustainability. What practical steps are you taking in product design to reduce environmental impact, particularly during everyday use, where most emissions occur?
Electrolux Group has more than 100 years of history, and the way we distinguish ourselves is by the proximity we have with our customers. Very early on, sustainability entered into the DNA of the company. Our employees are extremely proud of the sustainability program we have implemented. Sustainability is not part of our strategy — we have a sustainable strategy. That’s something extremely important for us. It’s about climate and also about social sustainability. Two out of three customers put sustainability as one of the drivers for their purchases. It’s really part of the company culture. Our responsibility is also to help them make these choices in the most smooth and effortless way.
We have the most ambitious SBT target in the industry— we plan to reduce our scope 1 and 2 carbon emissions by 85% between 2021 and 2030. The most important emissions come during product usage, scope 3, — about 85% — so we’ve been focusing there with a target to reduce carbon emissions during product usage by 42% between 2021 and 2030. For instance, the latest kitchen range we have in Germany allows you to send a recipe you found online to the oven. The oven will analyze the cycle to give the perfect result, and AI will propose a cycle that may be less or more energy efficient than the one in the recipe. This goes beyond the energy label; it’s using AI to offer the most energy-efficient solution for that dish.
Electrolux has introduced a number of smart, sustainability-focused features across its products. How are you helping customers understand and use these innovations in their daily lives?
What matters most is offering relevant innovations that consumers can easily appreciate and act on. That’s why we focus on guiding people in real time. For example, when someone selects a 40°C wash, we suggest that 30°C will deliver the same result — and most make the switch. In ovens, AI can recommend a more energy-efficient cooking cycle than the recipe calls for. And when clothes are only lightly worn, we prompt users to refresh with steam instead of running a full wash. These nudges are built into the experience — it’s not just about features, it’s about helping people form more sustainable habits.
We know we need to improve communication about how to use these technologies effectively. But our focus isn’t just ROI — it’s about helping people use our products in smarter, more planet-friendly ways. That’s at the heart of our mission: guiding consumers to make better choices, effortlessly.
Durability, material use, and end-of-life impact are increasingly central to sustainable product development. What’s your approach to designing appliances with these factors in mind?
That’s a big chapter. Our focus is on using less, using better, using longer, and using again. Our target is to incorporate more than 35% recycled steel and plastic by 2030 — that’s three times higher than our previous target. For example, the inner liner of one of our fridges is already made with 70% recycled material. Our latest air purifier consists of 74% recycled plastic, and our 800 cordless cleaner contains up to 75% recycled plastic.
We also have repairability guidelines to help service technicians maintain appliances more easily and extend their lifespan. And 88% of our manufacturing sites are already zero-waste to landfill.
Electrolux has a strong sustainability presence in Europe, but your operations are global. What are you doing in other regions — for example, Brazil?
That’s also very important. In Brazil, we have a free collection program for old appliances when customers buy new ones. Since 2022, we’ve collected more than 16,000 appliances — that’s over 500 tons of recyclable material.
It shows that our sustainability initiatives extend beyond Europe to Asia, North America, and Latin America. Brazil is a strong example of how we’re working to reduce waste globally.
With rising tariffs and growing geopolitical uncertainty, companies face increasing external risks. How is Electrolux preparing for these challenges going into 2025?
I’d say the biggest challenge is the speed of change — it’s faster than ever.
I’ve been in home appliances for 25 years, and I’ve seen more change in the last five years than in the first twenty. What separates good companies from great ones now is agility.
Currency movements, tariffs, and shifts in consumer demand can happen quickly, so empowering our people and adapting fast is key. We’ll keep investing in that agility — and in sustainability, which remains a core focus.
Our strategy isn’t changing because of tariffs or regulations. Sustainability and energy efficiency are part of our product identity, including in North America. Most of the products we sell there are already made locally: we have three factories in the U.S. and one in Mexico, and most raw materials are sourced within the region. For the few products that are imported, like microwaves and air conditioners, we’ll manage the impact of tariffs through pricing adjustments.
Looking ahead, sustainability and technology are evolving rapidly. What can we expect from the next 10 years of home appliances?
We’ve invested over 8 billion SEK into making our operations greener, and in 2024, 94% of the electricity we used came from renewable sources. Going forward, factories will become even greener — and appliances will get much smarter.
Digitalization will drive the next big shift. Connectivity and AI will allow appliances like ovens and washing machines to adapt to consumers’ habits. They’ll talk to each other, offer tailored programs, suggest recipes, or recommend the most energy-efficient cycle. And it won’t stop there — appliances will even coordinate with electricity providers to help save energy and reduce costs.
