APPLiA, the association representing Europe’s home appliance manufacturers, has launched a new campaign urging the creation of an EU Action Plan dedicated to the sector. The message is clear: if Europe wants to remain competitive, it must align its climate ambitions with a strong, resilient industrial base.

“Europe faces a simple choice,” said Paolo Falcioni, Director General of APPLiA. “Either we create the right conditions for sustainable production to flourish, or we risk losing one of the continent’s most established and productive industrial ecosystems. An Action Plan for Home Appliances is essential if we want outcomes that match the EU’s ambitions.”

The initiative comes at a pivotal moment, as the European Union grapples with how to balance decarbonization, reindustrialization, and strategic autonomy amid rising geopolitical pressures. APPLiA warns that escalating input costs, fragmented regulations, and inconsistent enforcement of EU rules are undermining fair competition and discouraging investment within Europe.

The home appliance sector is a major pillar of the European economy: nearly one million people are employed across the industry, more than 130 production sites operate across the continent, and over €44 billion is spent annually on European suppliers. Beyond its economic footprint, the sector delivers concrete benefits for consumers and the environment—cutting household energy and water use, improving product reparability, and advancing circular economy practices.

APPLiA’s proposed Action Plan focuses on three core priorities:

• Strengthening production competitiveness through affordable energy, a level playing field, and secure access to key inputs
• Improving regulatory coherence to support innovation and reduce fragmentation
• Boosting investment in digitalization, artificial intelligence, circular design, and workforce skills to safeguard high-quality jobs and manufacturing in the EU

“Italy, producing 22 million appliances annually, is one of the EU’s leading manufacturing hubs,” noted Fabio De’ Longhi, vice president of APPLiA. “We are ready to contribute. The Italian government has already backed several initiatives for the sector, and we hope it will once again champion these priorities—productivity, regulatory harmonization, and technological progress—which are vital for Europe’s global competitiveness.”

Europe now faces a defining test: proving that climate ambition and industrial sovereignty can advance together. Falling short would put one of its most strategic sectors at risk, forcing difficult decisions that could erode the continent’s industrial leadership.

If you want, I can also adapt this into a shorter news-style brief, a LinkedIn post, or a punchier press release.