Words: Tom Reynolds

When we think about the primary drivers for consumer decisions in the high-end bathroom sector, certain themes dominate like aesthetics, functionality, and price.

But today, I want to nudge you to consider something more fundamental.

This might feel a touch tangential to your day-to-day, but I urge you to bear with me because as the world grapples with the existential threats of water scarcity and antimicrobial resistance, the bathroom industry – including luxury showrooms and retailers – has a pivotal role to play.

It’s tempting, particularly in a country as famously rainy as the UK, to dismiss water scarcity as a distant problem. Yet, the statistics tell a stark story – over two billion people globally experience water stress and, by 2025, half of the world’s population will live in water-stressed regions. Closer to home, the Environment Agency warns that parts of England could face severe water shortages within the next 20 years if current consumption patterns persist.

Bathrooms account for nearly 60% of domestic water use. For retailers and manufacturers, this presents an opportunity and a responsibility. By championing water-efficient products, such as low-flow taps, dual-flush toilets, and showers that optimise water usage without compromising performance, we can help consumers make a tangible difference. Technology, paired with innovative design, enables us to address this crisis head-on.
Similarly pressing is the issue of antimicrobial resistance, which has been called a ‘silent pandemic’. Antibiotics save countless lives, but their overuse has led to bacteria developing resistance, rendering some treatments ineffective. By 2050, antimicrobial resistance could result in 10 million deaths annually, and modern medicine could cease to exist as we know it.

Global concern

The connection to the bathroom industry may not be immediately obvious, but it is significant. Globally, inadequate sanitation and hygiene contribute to the spread of resistant bacteria. Even here in the UK, promoting high hygiene standards – whether through easy-to-clean surfaces, touchless technology, or materials with antimicrobial properties – is an essential part of the solution. Bathrooms are where hygiene begins, and as an industry, we can act as enablers of healthier living.

In October, the Bathroom Manufacturers Association facilitated a global summit at Windsor Castle, bringing together some of the most senior figures in our industry to tackle these challenges. The outcome was the Windsor Declaration – a commitment by manufacturers to reduce water waste through better product design, innovation and driving replacement of inefficient products. This was accompanied by a pledge to combat infection risks by driving improvements in sanitation and hygiene.

Twenty-two organisations signed the declaration, including industry-giants Kohler, Ideal Standard/Villeroy & Boch, Lixil, Toto, Bristan, and Hansgrohe.
This landmark agreement is a statement of intent, but for the Windsor Declaration to achieve its full potential, it requires the backing of more brands. Now is the time for other manufacturers and stakeholders to step forward and sign up, amplifying the impact of this crucial initiative.

Playing your part

For luxury bathroom retailers it’s fair to ask ‘what does all this have to do with me?’. After all, sustainability ranks only fourth on the list of consumer priorities when purchasing a bathroom, behind aesthetics, function, and price. Yet, I would argue that embracing the principles of the Windsor Declaration must align with your status at the leading edge of the sector. Retailers who champion products that address water scarcity and antimicrobial resistance demonstrate conscience and foresight. Supporting these principles might not be an immediate driver of sales today, but as global awareness of these existential issues grows, businesses that lead the conversation will be seen as pioneers.

Moreover, for your customers, investing in sustainable bathrooms offers a way to balance luxury with responsibility. Sustainability does not mean compromising on beauty or performance; it means delivering exceptional products that also contribute to a healthier planet and society. By creating designs that incorporate water-saving and antimicrobial technologies, high-end showrooms can appeal to customers’ sense of doing good while setting themselves apart from competitors.

The Windsor Declaration is a call to action for our industry, and its relevance extends to every corner of the bathroom sector. For manufacturers, it’s about innovation and accountability. For retailers, it’s about leadership and the power to shape consumer behaviour. As the world begins to reckon with the twin challenges of water scarcity and antimicrobial resistance, let’s seize this moment to position the bathroom industry as a force for good.