Interview with Gerd Billen
Mr. Billen, in an interview, you said you suspected that consumers had become blind to social and ecological factors. Are consumers and private households unaware that they are responsible for 19 percent of Europe's CO2 emissions and therefore have an important role to play in the fight to halt climate change?
Billen: Most consumers aren't actually aware of that, and why should they be? When I buy a product in a shop, there's no sign on it that tells me how much CO2 this product is responsible for. What's more, a consumer isn't just interested in avoiding CO2. A product also needs to be good value for money, high-quality or fun. That sometimes conflicts with the needs of climate protection. In order to help fight climate change, therefore, consumers need support from politicians.
On World Consumer Day, the Federation of German Consumer Organizations launched an initiative to save electricity. The aim of this is to reduce private electricity consumption by up to 50 percent through changes in behavior and by replacing old, energy-intensive appliances. How are you encouraging consumers to do this?
Billen: We have developed the electricity consumption index, for example, that works in the same way as the body mass index. This enables consumers to test the potential ways they can make savings. Our electricity savings check shows households how they can save Euro 150-220 per year on energy costs. Those who want to know more can obtain info flyers on various themes from our "Energy Saving Box" at their nearest Consumer Organization office.
Iceboxes and washing machines in German households become on average over 10 years old. New appliances are much more energy efficient and could save one third of electricity costs. Under what circumstances is it worthwhile for consumers to buy a new appliance?
Billen: Appliances classified in the top bracket can save even more energy. A category A++ icebox uses 45 percent less electricity than a category A appliance and almost 70 percent less than a category C appliance. In terms of climate protection, it is worthwhile replacing a cooling unit when it is five to ten years old and a washing machine when it is 10 to 15 years old. In financial terms early replacement makes sense for freezers. If the appliance is older than ten years, a new appliance pays for itself in eight to ten years. And of course it's always worthwhile to buy a top-quality machine when you need a new one anyway.
This year marks the 30th anniversary of the Blue Angel environmental label in Germany. This label helps consumers with orientation and decision-making for buying environmentally friendly products. In what areas of product labeling do you see a further need for better consumer information about ecological and social attributes?
Billen: The large toy recall campaigns last year made it clear that there are still shortcomings in the labeling of products. The GS symbol, certifying the safety of a product, and the Blue Angel provide orientation. Pressure on manufacturers to place emphasis on corporate responsibility is also increasing. Are the products manufactured by children? Are the workers fairly paid or are they exposed to poisonous chemicals? These questions are becoming more and more important to consumers and manufacturers will have to respond. The introduction of a seal for fairly produced products is a good idea.
For household appliances, consumers are familiar with the energy class A label for energy-saving appliances. Iceboxes and freezers also come in energy classes A+ and A++. You regard this scale as unsatisfactory and refer to the "top runner" approach. What is your suggestion?
Billen: The labeling system has become a victim of its own success. Almost all products on the market now are in class "A", but there are vast differences within this class. Consumers don't often know this. The difference between an "A" and an "A++" appliance is not easy to understand. The classes need to be redefined so that "A" is once again reserved for the best appliances. This is happening at the moment at EU level. The "top runner" approach demands even more. The current best appliance sets the standard, and all appliances below this standard must be taken off the market at a certain point in time. Unfortunately, this does not seem feasible at the moment. The EU's strategy is as follows: All appliances must meet minimum standards; the label indicates the best appliances. This can lead to the same goal, provided the standards are regularly upgraded to take account of technical advances.
Consumers often do not realize how they can help in the fight against climate change. Only 2.9 percent of cooling units sold 2007 in Germany are class A++. If old heating systems were upgraded to modern standards, over 30 percent of the energy consumption in buildings could be saved. How effective in this regard are promotional programs and targeted advice?
Billen: Very. The Consumer Organizations have been offering energy advice from highly qualified personnel for 30 years, with the support of the German Federal Ministry of Economics. A few years ago, we had our advice independently assessed. According to the assessment, the advice we provided in 2004 on just under 69,000 occasions saved 1,000 to 2,000 GWh of final energy, reduced CO2 emissions by 300,000 to 600,000 tons and triggered investments of Euro 40 to 80 million. The Danish rewards scheme for efficient iceboxes is also exemplary. Before the start of the scheme in 2004, the market share for category A+ and A++ appliances was around eleven percent. During the project, it rose to 63 percent and even after the scheme ended still remained at 25 percent.
Interview with Gerd Billen, July 2008
Interview
Gerd Billen,
Executive Director of Federation of German Consumer Organizations, Berlin
