Why Do Customers Keep Choosing Electric When We Know Better?
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Why Do Customers Keep Choosing Electric When We Know Better?
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GE. LG. Frigidaire. Whirlpool. Café. Electric ranges keep showing up at the top of the Power Index — and despite everything the industry knows about gas and induction, the trend won't stop.
In this episode, Shannon and Jon dig into what the data is actually saying and what the industry keeps getting wrong when positioning ranges against electric. The short answer: familiarity is a more powerful force than anyone is giving it credit for — and the "boringness" of electric cooking, the fact that it's predictable and low-risk and exactly what most people grew up with, may be its biggest competitive advantage.
Jon also addresses what the Power Index is signaling to manufacturers right now beyond just ranges, whether this is a generational cycle similar to top load laundry loyalty, and why the spec-led conversation that the industry keeps defaulting to will never fully win this one. The fix requires addressing the emotional and familiarity components first — before a single BTU or wattage number ever comes up.
🎙️ Hosted by Shannon O'Hara and Jon Beresford | The Steel CodCast 🔔 New episode every day of the week. Rate and subscribe wherever you listen.