The Big Question: Is sustainability under threat?
Many were shocked by the news that Trump wants to reverse US sustainability regulations on KBB products. We asked Tom Reynolds of the Bathroom Manufacturers Association, if this is an isolated case or a wider shift in global priorities?
FOR CONTEXT
Just days before he returned to the White House for the second time, then-President Elect Trump announced he was planning to scrap regulations governing sustainable KBB products. The White House has since confirmed it will delay implementing energy and water efficiency mandates – signed in during the Biden administration – for appliances, sinks and toilets, claiming this “gives consumers more choice”…
Although Trump has made his dislike of sustainable product regulations clear, do US manufacturers share those same feelings?
Manufacturers cannot hide from necessity. Parts of the US, such as California, are already facing severe water shortages, and over 70 river basins in America are projected to experience routine water deficits by the 2070s. Regardless of political shifts, manufacturers must respond to the reality of resource scarcity. Many in the US are already investing in more sustainable products, not just to comply with regulations but because efficiency is becoming a necessity for long-term viability.
Do you think the US is an outlier for doing this? What do other global leaders think?
Yes, the US government’s current approach is out of step with many other major economies. In the UK, sustainability remains a priority, particularly in the built environment. The Government has outlined a water efficiency roadmap for new-build homes, which will drive higher performance standards. Across Europe, eco-design and circular economy policies continue to push the market towards more sustainable solutions. While the US federal stance may have shifted, the global trend remains clear: sustainability is here to stay.
Do you think retailers are still enthusiastic about sustainability? Have manufacturers noticed a change in priorities in recent years?
Retailers have traditionally been sceptical about discussing sustainability with consumers, as it often falls lower on the priority list than price, aesthetics, and functionality. However, polling indicates that this is changing across generations. Millennials are now a major part of the market, and sustainability concerns increasingly shape their decisions. As this demographic grows in influence, retailers may need to evolve their conversations with customers to reflect these changing priorities.
Do you anticipate the new incoming US regulations could have an impact on the global-scale efforts of the Windsor Declaration?
Not at all. The signatories of the Windsor Declaration did not sign because of any inferred compulsion from looming regulations; they signed because it was the right thing to do. That commitment does not change with the occupant of the White House. Many of the leading manufacturers operate globally and understand that sustainability is not just about compliance—it’s about resilience, innovation, and doing what is necessary for the long-term future of the industry.
Tom Reynolds is the CEO of the Bathroom Manufacturers Assocation. The BMA was responisble for pioneering The Windsor Declaration, a sustainability and health agreement between a number of global bathroom suppliers
In your opinion, will sustainability continue to remain one of the biggest priorities for bathroom manufacturers in years to come?
Without question. Bathrooms depend on water and energy to function, so the vulnerability of those resources is a challenge that will not go away. Market fluctuations influence the short term, and geopolitical concerns shape the medium term, but without action on sustainability, our long-term future is at risk. Manufacturers must continue to innovate to ensure resilience while meeting consumer and regulatory expectations.