Page 42 - Energize June 2022

VIEWS AND OPINION

Advantages of investing in to join Defy in championing eco-friendly
innovations and climate-friendly products.
South African consumers need a
energy-efficient technology more conscious approach to buying
decisions: With each purchase we make,
we contribute, or detract, from the global
by Mustafa Soylu, Defy Appliances
objective to reduce carbon emissions.
South Africans need to come to an acute
loomberg Green puts South Africa understanding that their collective buying
as 12th in the world when it comes power has the ability to drive change, and
Bto the emission of greenhouse their actions over the next few years will
gases, with 65% of the country’s emissions play a crucial role in the planet’s future.
being attributed to electricity and heat. Defy’s Hybrid solution represents one
With South Africa’s emissions having key way in which the brand is powering
increased by 10,4% between 2000 and South African homes in ways that are
2017, the need for energy efficiency in the energy efficient and affordable. Having
country is ever more urgent, which is why daytime stable energy, powered by the
it’s important that South Africans consider sun, will reduce energy consumption and
the impact that the population’s energy the carbon footprint of coal-supplied
usage has on the local environment. South African businesses in the product electricity.
We urge the South African business design and development sectors is of vital Our Hybrid innovation will hopefully
community in particular, to invest in importance. We have, for example, placed be a gamechanger and meet people’s
the future of our country and the world a key business development focus on the expectations in the regions that have
at large, by joining Defy in its mission brand’s Solar Hybrid cooling solutions, problems accessing sustainable energy.
to contribute towards energy-efficient which uses a combination of electricity Going forward, we are committed to
practices, processes and products. and solar energy to save money and furthering the agenda towards cleaner,
As a ‘future market,’ the African reduce electricity consumption. more accessible energy in South Africa and
continent is set to become an increasingly In a socioeconomic context in which we believe that in taking up the mantle of
central part of the global economy. This the country is facing several headwinds this important cause, we can continue to
progression is illustrated by the European relating to its unstable energy supply, raise awareness around important issues
Union’s efforts to strengthen its ties with environmentally sound product solutions like climate change and environmental
the continent to promote the trade of are the only viable way forward. In South perseveration. Governments, businesses
sustainable and clean energy. Initiatives Africa, only 90% of the population has and society at large all have a part to play.
like the Africa-Europe Alliance for access to the electricity grid, and it is
Sustainable Investment and Employment estimated that more than 600 million About Defy
aim to unlock Africa’s potential for rapid people in sub-Saharan Africa will lack Defy Appliances (Pty) Ltd is Southern Africa’s
progress toward a green and circular access to electricity by 2030. Therefore, largest manufacturer and distributor of
economy, including sustainable energy and investing in energy-efficient technology major domestic appliances. The company
smart cities. has a dual advantage for the planet and markets its products under the Defy brand
Given these developments, the role of for its people. Soylu encourages brands and offers the consumer a full range
of kitchen, laundry and small domestic
appliances. Established in 1905, Defy
made its debut by manufacturing the first
electric stove in South Africa. In the last 117
years, the brand has further entrenched
its footprint in South African households,
through manufacturing durable goods such
as gas ovens, washing machines, dryers and
ovens. This led to Defy becoming the biggest
white goods manufacturer in the country
while presenting the largest product range
in South Africa.

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rogerl@nowmedia.co.za

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