Appliances are the quiet workhorses of modern life. They wash, dry, cool, and cook—day in and day out—without much notice. Yet, for all their indispensability, they rank among the least emotionally resonant industries in our 2025 Brand Intimacy Study. In fact, appliances rank 14th out of all industries studied, with an average BIQ of 22.9, falling below the cross-industry average and underscoring the gap between utility and intimacy. Consumers depend on them but rarely feel connected to them. While tech, media, and even automotive brands have mastered emotional engagement, appliances remain trapped in their basic function. The paradox is stark: We rely on these products more than ever, yet we barely notice, or love, the brands behind them.
Built to Last
Appliances excel at delivering what consumers expect. Reliability, durability, and consistent performance define the category, and in the Brand Intimacy Study, these qualities drive the fulfillment archetype to a score of 45, the highest across all industries. Cuisinart leads the category, followed by KitchenAid and Dyson, showing that functional excellence still commands respect. Cuisinart holds a BIQ score of 34.7, outperforming the category average of 22.9. Brands such as Dyson, KitchenAid, and Samsung combine utility with thoughtful design, proving that even everyday products can inspire admiration.
These products are woven into daily life. Cooking, cleaning, and preserving food are nonnegotiable routines, giving appliance brands repeated touchpoints to earn trust. In fact, 5 percent of US internet households have at least one smart home device, and 18 percent have six or more.1 Smart home technology and sustainability initiatives are adding new dimensions, as consumers respond to connected features, energy efficiency, and renewable energy efforts. Global smart appliance sales are projected to grow at a CAGR of 11 percent between 2025 and 2030, reaching over $71 billion by the end of the decade.2 Brand families such as Whirlpool, KitchenAid, and Maytag leverage innovation and loyalty programs to reinforce recognition and trust across multiple brands. Twenty-five percent of Whirlpool customers fall into the advanced intimacy stages of sharing, bonding, or fusing—above the 23 percent cross-industry average. Fulfillment remains the dominant archetype across the category, helping appliance brands maintain a baseline intimacy even in a utilitarian sector.
Stuck in the Spin Cycle
Yet, emotional connection remains elusive. Consumers mostly buy appliances out of necessity, not desire, limiting the chance for deeper bonds. Brands compete on the same core promises—durability, reliability, efficiency—leaving little room for differentiation. This sameness erodes intimacy and makes it difficult for any one brand to stand out. The majority of appliance users (13 percent) remain in the early “sharing” stage, compared to only 8 percent in “bonding” and 4 percent in “fusing.”
Price sensitivity also undermines loyalty. Even trusted names such as Whirlpool or Samsung can lose customers to discounts and promotions. Smart features offer differentiation, but they carry risk: Glitches, privacy concerns, or security issues can quickly erode trust. That trust gap is real; 90 percent of business executives believe their customers trust them highly, yet only 30 percent of consumers agree.3
Legacy brands face their own tension. GE and Maytag are synonymous with durability but risk feeling dated next to tech-forward competitors such as Samsung and LG. Balancing heritage with innovation is delicate: Leaning too heavily on tradition can make a brand feel behind the times, while chasing trends too aggressively can alienate loyal consumers. GE and Maytag trail Samsung and LG by 10+ points in BIQ scores, reflecting weaker emotional engagement.
From Utility to Desire
The path forward is clear. Appliance brands can move beyond function to build emotional bonds that consumers actually feel. Reliability and daily presence provide a solid foundation, but intimacy lags behind industries where emotion drives loyalty and advocacy. By comparison, Media and Entertainment brands average a BIQ of 42.1—nearly double that of appliances.
Storytelling, sustainability, and seamless smart technology are not just marketing tools; they are pathways to connection. Functional trust alone is no longer enough. Brands that turn reliability into emotional resonance through design that delights, technology that works without friction, and sustainability aligned with consumer values will rise above the noise.
The reward is significant: Functional products can become cherished parts of life, transforming occasional buyers into loyal advocates.
Powering Emotional Connections
Appliances must redefine utility through emotional connection. Shifting focus from function to resonance allows brands to turn everyday products into valued parts of consumers’ lives. Families spend roughly six hours per week using their washers and dryers, or about 300 loads annually, giving brands repeated opportunities to build trust and engagement.4 Those that succeed will convert hard-earned trust into lasting loyalty and growth, proving that even in an industry built on necessity, desire can be engineered.
Get an overview of Brand Intimacy here.
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Sources
1Markets and Markets. (2025, September). Smart appliances market size, share & trends (2025–2030). Retrieved September 26, 2025, from https://www.marketsandmarkets.com/Market-Reports/smart-appliances-market-8228252.html
2Markets and Markets. (2025, September). Smart appliances market size, share & trends (2025–2030). Retrieved from https://www.marketsandmarkets.com/Market-Reports/smart-appliances-market-8228252.html
3PwC. (2024, March 12). Trust in US business survey. Retrieved from https://www.pwc.com/us/en/library/trust-in-business-survey.html
4IGS. (2025). How much electricity do my home appliances use? IGS Energy. Retrieved September 26, 2025, from https://www.igs.com/energy-resource-center/energy-101/how-much-electricity-do-my-home-appliances-use