I must confess that the noise an appliance makes is not something I'd immediately consider when buying a new equipment. Yet on reflection, I'd probably be bothered more by a noisy appliance than I would knowing I'd paid a bit extra for something that didn't make me wonder if an intruder was afoot. When it comes to a fridge freezer or oven, capacity is my first consideration; then of course the item has to be affordable. Something that doesn't waste energy or water is important too, but yes - noise (or lack of it) is an important factor.

I'm not alone. New research shows that 76% of UK consumers are more likely to buy an appliance labelled 'quiet' and 71% say it does matter how loud an appliance is. Some 61% and 55% respectively want their washing machine and vacuum cleaner to make less noise; 24% want a quieter kettle and food mixer.

Quiet Mark has pioneered a groundbreaking alliance of some of the UK's top retailers (Argos, ASDA, Currys PC World, John Lewis & Partners, Lakeland, Screwfix, Very, Littlewoods and British Independent Retailers Association amongst others) to combat excessive noise in our society, in a powerful example of collective customer care. Quiet Mark awarded products will now be available online and directly in retail partner stores throughout the UK. They will also continue to be available in John Lewis, where a close five-year partnership has already helped drive the 'Buy Quiet' trend and offers proof that the Quiet Mark is a vital sales differentiator, as customers actively seek quiet alternatives. This is a rare instance of traditionally competitive retail brands aligning to tackle an important health and environmental issue.

"It is essential for independent retail businesses to offer products that drive footfall," notes BIRA's Steve Akers. "Retail theatre is one way independent retailers can differentiate from online and keep potential customers shopping on their high street. The demo-ing of healthy products like juicers and food processors is a great trend that independent retailers are embracing. Showing their proven quiet user experience, as well as the obvious health benefits, helps inspire customers to feel confident in using these products. We all share the responsibility for the health of our next generation. If we buy-quiet, design-quiet, understand quiet, and make more quiet-time for ourselves to recharge properly we will take a big burden off society."

Considering that noise-related sleep deprivation costs the British economy c.£40 billion a year, it makes sense that we as an industry throw our full weight behind the quiet revolution, doesn't it?

Yours,

Jan Hobbs