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Time to Change Launches Call for Green Rewards www.t2c.org.uk.

LONDON, October 11 /PRNewswire/ --

Today, the Association of Manufacturers of Domestic Appliances (AMDEA) unveils Time to Change, its new UK initiative to encourage the public to replace 15.4 million outdated domestic appliances(1), that are at least ten years old, and wasting energy and water in kitchens around the country. Replacing these old machines with today's high efficiency models could save 3.6 TWh of electricity a year; sufficient energy to light a million homes for an entire year. The cornerstone of the campaign is a new website http://www.t2c.org.uk where the savings calculator demonstrates how replacing ageing products can result in personal savings and make a real contribution to the environment. Keying in the type of appliance and approximate year of manufacture instantly pulls up how much electricity, money, CO2 and water could be saved, if the old model was replaced with a new A+ model.

However, research published today by Allianz Insurance and AMDEA shows that while many householders are keen to go green, the initial cost of replacement is holding them back. The surveys suggest the Government should adopt a new approach to achieving domestic energy efficiency targets. The public have had enough green stick and are looking for the carrots.

While 51% of the public claim to agree with the introduction of green taxes, when questioned more closely, an overwhelming majority (70%) thought that other approaches, such as tax breaks and cash-back schemes, which rewarded environmentally-friendly behaviour would be more successful.

AMDEA Chief Executive, Douglas Herbison, said: "Throughout Europe and even in the United States financial incentives have proved by far the most effective measure to effect market transformation and prompt the public to action. The carbon savings from our 11.7 million cold appliances alone could save the country nearly GBP900 million worth of electricity. This level of reduction could make a major contribution to greenhouse gas targets and must warrant financial backing."

1 - To preview http://www.t2c.org.uk and try out the calculator, call or email the press contacts for the security passwords.

2 - AMDEA is the UK trade association for the manufacturers of small and large domestic appliances; representing over 80% of the domestic appliance industry.

3 - AMDEA research was conducted by YouGuv, in October 2007, using a sample of 2,000 GB adults (18+).

4 - Allianz Schemes' survey was undertaken by GfK NOP who conducted a nationally representative telephone omnibus survey amongst 1000 adults aged 16+. Fieldwork was conducted 31st August - 2nd September. Weighting was applied to the data to bring it in line with national profiles.

(1) Source: Market Transformation Programme (MTP)

Contacts: Dee Fernandes, or Philippa Burton, Barnett Fernandes International Ltd, Tel: +44(0)20-7722-9034, Email: amdeapress@bfipr.co.uk
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Publication:PR Newswire Europe
Date:Oct 10, 2007
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