The British lifestyle magazine, Good Housekeeping UK is helping homeowners get a grasp on their home appliance sustainability with the launch of its Good Housekeeping Institute Performance + Energy Efficiency Accreditation.

Launched off the back of research among the Good Housekeeping audience that found 59% of consumers are now concerned about their individual carbon emissions, the new accreditation will test appliances not only for performance but for energy usage, too – ensuring it is consistent with the efficiency shown on the label.

The main takeaway from the Good Housekeeping Institute research was that consumers too often feel labelling on products is misleading when it comes to sustainability claims, making purchasing decision difficult. The Advertising Standards Authority has – in the last year – issued new guidance that tightens up regulations around such acts of greenwashing.

Doing its own part to fight back against misinformation within the product marketing space, the Good Housekeeping Institute Performance + Energy Efficiency Accreditation aligns with the latest ASA guidelines, making it one of the first in the industry to introduce an accreditation that focuses on this area of efficiency.

Focussing on Large Domestic Appliance such as ovens, dishwashers, washing machines, and tumble dryers in the first instance, the accreditation will act to assess labelling claims on such appliances and “offer consumers peace of mind and transparency” in their purchasing decisions.

“For 100 years, the Good Housekeeping Institute has been synonymous with trust,” said Laura Cohen, head of accreditation at the Good Housekeeping Institute.

“The new Performance + Energy Efficiency Accreditation rigorously tests appliances against their energy efficiency claims, championing the effective products on the market, and supporting consumers in taking steps towards getting greener and more energy efficient appliances in their homes.”

The Good Housekeeping Institute research found that when it’s time to replace an appliance, one third of shoppers are now taking the sustainability of a product – which for white goods is likely to include its energy efficiency – into strong consideration before purchasing.