Over three-quarters of consumers have inherited at least one
common physical household object* with almost a fifth admitting
they have inherited white goods, such as a washing machine or
fridge**.
LONDON, April 19,
2024 /PRNewswire/ -- New research from Beko, the home
appliance brand, has revealed the most weird and wonderful items
that consumers have inherited.
77% of UK consumers have inherited at least one common physical
household object* whilst jewellery and watches top the list (52%)
followed by furniture (31%), clothing (27%) and artwork or
decorations (21%). With 17% of those who were surveyed saying they
have inherited white goods, such as a washing machine or fridge**,
18% said white goods were an object they were most likely to pass
on. The generation most likely to want to inherit white goods were
millennials.
The research revealed some of the most weird and wonderful items
inherited including an Uboat overcoat, a live giant tortoise, "a
very small glass bottle of what turned out to be a unknown bodily
fluid from a little known "celebrity" from the Seventies" and a
twelve foot giraffe with big eyes and soft hair!
When it comes to the reasons behind what items people want to
inherit, over a third (34%) said that having a household object
that will last a long time is the likeliest factor in wanting to
inherit it. A majority of those surveyed (51%) fear that fewer
large household items will be inherited these days compared to
previous generations, with the biggest reasons being that products
today are not built to last or are less high quality.
The research comes as Beko launches its latest campaign "The
Beko Inheritance" which hopes to redefine industry standards around
the durability of household appliances. At its heart is a
captivating film produced by VML Germany & UK in
collaboration with acclaimed OB42 director Jack Howard.
Infusing the campaign with a perfect balance of creativity,
humour and an underlying serious message, the short film transports
viewers into a classic murder mystery scenario, featuring
performances from Brendan Patricks (Downton Abbey), Ross Hatt (The Gentlemen), and Marty Cruckshank (The Crown). As tensions rise
during a family dispute over a presumed family heirloom, the
unexpected reveal at the will reading leaves audiences both
surprised and amused.
Adding an additional flair of humor, the campaign also features
the official Beko Inheritance Addendum, a physical document
allowing its holder to officially pass on their Beko appliance to
their loved ones. Of the campaign, Akin Garzanli, Chief
Marketing Officer at Beko said "in our journey to
elevate the everyday, we recognize the value of our customers'
time. We are pleased to showcase The Beko Inheritance campaign
which we hope resonates and brings joy whilst drawing viewers into
a world where we can generate meaningful conversation around the
durability of our products."
Research was conducted by Focaldata with a nationally
representative sample of 2,015 UK adults, between 12-15 April 2024.
About VML
VML is a leading creative company that combines brand
experience, customer experience and commerce, creating connected
brands to drive growth. VML is celebrated for its innovative and
award-winning work for blue chip client partners including
AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft,
Nestlé, The Coca-Cola Company, and Wendy's. The agency is
recognized by the Forrester Wave™ Reports, which name WPP a
"Leader" in Commerce Services, Global Digital Experience Services,
Global Marketing Services and, most recently, Marketing Measurement
& Optimization. In addition, VML's specialist health network,
VML Health, is one of the world's largest and most awarded health
agencies. VML's global network is powered by 30,000 talented people
across 60-plus markets, with principal offices in Kansas City, New
York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.VML is a WPP agency
(NYSE: WPP).
For more information, please visit www.vml.com, and follow along
on Instagram, LinkedIn, and X. #WeAreVML
About Beko:
Beko is one of the top three large home appliance brands in
Europe* in the white goods sector.
Beko is helping customers make better choices for healthier
lifestyles and contribute to a healthier environment. The brand's
essence is built on the motto of 'Beko state of mind,' which
defines the absolute confidence that customers have in making the
right choices. Beko is committed to protecting the planet by
designing and manufacturing innovative, reliable, efficient and
sustainable products.
**Source Euromonitor International Limited; Large Appliances as
per "Major Appliances" in Consumer Appliances 2024ed, retail
volume, 2023 data
Photo - https://mma.prnewswire.com/media/2391385/Beko.jpg
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