Promote the potential

The window energy ratings scheme has immense potential to promote energy efficient windows to the consumer. Public concern about climate change is growing so manufacturers of energy efficient products should find that consumers are more receptive to their marketing.

However, the potential for energy rated windows and doors is yet to be fully realised. The clear A to G ratings system, managed by the British Fenestration Ratings Council (BFRC), which provides information about the energy efficiency of a window or door, should help boost installations of rated windows by educating consumers about which windows to choose and why. Yet there is some feeling within the window industry that the scheme has not yet had the desired effect.

The government, through the Energy Savings Trust (EST), needs to support schemes like the BFRC’s window energy rating system if it wants to meet its own targets to reduce CO2 emissions. As so much energy is lost through windows and doors it is crucial that energy efficient products that reduce this waste are promoted vigourously.

Public concern about climate change is growing so manufacturers of energy efficient products should find that consumers are more receptive to their marketing

Armed with knowledge

The BFRC scheme, run by the Glass & Glazing Federation (GGF), offers consumers information about energy rated windows as well as certifying products to an energy ratings standard. The scheme benefits consumers by arming them with information about how energy efficient windows are, so they can make an educated choice. Manufacturers, suppliers and installers benefit from market credibility through independent assessment. Tighter building regulations (like those in part L) designed to reduce CO2 emissions mean that builders need to specify energy efficient products, so companies investing in the development of such products should be in a strong commercial position.

Energy rated windows can be part of an overall answer to increased building energy efficiency. However, the effort and cost involved in developing the systems to meet high energy efficiency standards haven’t be rewarded with increases in installations of rated products for many companies. Of course, for some companies it is too early to assess figures.

‘There is an awareness issue with the energy efficiency logo, despite the advertising campaign, there has not been a huge emphasis on windows’

The gradual, rather than rapid, take-up of such products may be explained by the way energy rated windows have been marketed.

Simon Foster, Manager of the Commercial Department of window manufacturer Fineline, says: ‘There is an awareness issue with the energy efficiency logo, despite the advertising campaign, there has not been a huge emphasis on windows.’ He adds: ‘Fineline has had enquiries [about energy rated windows] but they’ve been few and far between.’

The signs are positive

The effort and cost involved in developing the systems to meet high energy efficiency standards haven’t be rewarded with increases in installations of rated products

Some in the industry are hopeful that momentum for a rise in installations is building. Jim Moody, Managing Director of Tradelink, says: ‘[window energy ratings] While still in its infancy, we have recently seen large integrated retailers, like Anglian, adopt a C rated window stance backed by the Energy Saving Recommended (ESR) logo.’ He adds: ‘There’s no doubt that 2006 will have seen an increase in the amount of energy rated installations and I believe 2007 will follow the steep curve the BFRC experienced in 2006 with members registering rated products.’

One company feeling the benefits of the ratings system is Lister Trade Frames. All the windows it offers are C rated and above. Mark Warren, Managing Director of Lister Trade Frames, says: ‘We have customers now who didn’t buy glass from us before but have switched to using our products because we offer highly rated products.’ The company has just enjoyed its best two months ever and Mark thinks that this is due to the energy efficient windows they now offer.

Slow starter

‘We have customers now who didn’t buy glass from us before but have switched to using our products because we offer highly rated products’

While some companies are realising the added sales potential that energy ratings can offer, the rate of installations for many companies remains slow. One reason for the slower take-up is suggested by Jim Moody.

He says: ‘I do not think the Energy Saving Trust have prepared for the window industry. It’s not like any other industry they support products from.

‘The Trust quite rightly guard the use of the Energy Savings Recommended logo with a very tight marketing license agreement, which only recognises the needs of manufacturers and currently large retail organisations.

The BFRC’s scheme may face opposition from companies that consider the rating system flawed and expensive

‘So whilst the industry has not been slow to benefit from this marketing tool, the support facilities initially had not been available for installers.’

Could do better

A spokesperson for Masterframe adds: ‘Why are the Energy Savings Trust not doing more to promote the industry pioneers? We don’t seek much, just recognition that we have invested greatly and feel we deserve to be supported.’

‘I do not think the Energy Saving Trust have prepared for the window industry. It’s not like any other industry they support products from’

There is another issue, which involves the policing of the scheme. Questions have been raised about how standards are enforced. Companies which achieved A to C rated products first say that reaching such a high standard was not easy. However, recently some companies appear to have achieved the same level of rating more quickly. There is some concern that false claims about the level of ratings achieved could be caused by loose standards. If this is the case the validity of the scheme would be in question.

Cut some corners

As well as contending with this issue, the BFRC’s scheme may face opposition from companies that consider the rating system flawed and expensive. These companies may ignore the scheme and choose to fit a warm edge spacer instead. However, Jim Moody says: ‘Whilst there is a danger of the industry applying its own interpretations… the EST police the use of the ESR logo very effectively. I have little doubt that those that wish to market products on a more ‘blasé’ basis will be brought to task.’

‘Why are the Energy Savings Trust not doing more to promote the industry pioneers? We don’t seek much, just recognition that we have invested greatly and feel we deserve to be supported’

The GGF are currently pushing the BFRC’s scheme forward with a database and website redesign and upgrade, so the systems will cope with an expected increase in registrations. The GGF has also recognised that a comprehensive Manual of Operations is needed to ensure a uniform approach, so it has developed and published a new version.

The organisation has also acknowledged that simulations have continued to be carried out under the Simulators’ Manual which had been developed over time. This manual has come under pressure from higher levels of certifications. So, work is underway to rectify the mismatch between the manual and its users by tightly defining the variation factors for glazing tapes, treatment of rounding in extremely precise multi-factor calculations, as well as extra security vetting for ratings which fall between rating bands.

It was also recently announced that Richard Harris, who had been Chair of the BFRC Simulators Group since its inception, had resigned and no replacement has yet been announced. Even though the Board wanted to appoint a replacement before the next Simulators’ Group meeting, voices within the industry are concerned that without an authority figure to hold the scheme together and enforce strict practice, some certificates will not be properly earned.

Concerns are recognised

To counter these concerns the GGF is working to ensure that the development and effort invested in improving the energy efficiency of windows and doors is backed up by a robust ratings scheme. The scheme is likely to be embraced in spirit by the public and local authorities replacing windows.

So although window energy ratings are a slow burner, it is generally felt that the scheme will prove its worth in the long run. The real question is: ‘Could we be doing more to promote the scheme now?’