drives, motors & controls - Industrial Technology Magazine

EAR TO THE GROUND • Becky Silvertonbecky@itmagazine.uk.comShuffle the deck andplay the green card...Right, boys, it’s time to put social andsexual stereotypes aside, because todaywe’re going to be discussing housework.There’s a saying that love starts when yousink into his arms, and ends with your arms in hissink. And after almost 50 years of ‘women’s lib’ andat least four decades since the coining of the idiom‘New Man’ supposedly redefined the relationshipbetween the sexes, I’d be willing to bet that it’s stillwomen who bear the burden ofthe majority of the householdchores.Now don’t get all defensive, I’mnot having a go. I’m sure we’re allwell beyond thinking of certainjobs as women’s work. But thereare distinct differences in the waymen and women approachhousework. For example, for awoman vacuuming is all abouthaving a nice clean house, while for men it seems tobe more about playing with the best possible toy.When James Dyson first brought out his baglessvacuum cleaner built on cyclone technology, I’m surehe knew he had a great product, but did heanticipate the way it would become a status symbolwithin the household?Now all vacuum cleaner companies are striving tocome up with the most innovative industrial designand the most compelling sales pitch, and what wasonce a rather mundane household tool has becomea genuine boy’s toy. Could there be a better exampleof the power of good design? I rather doubt it. Whathappens, though, as we begin to reach the limits offunction, performance, design and status? Where isthere left to go?Interestingly, Electrolux has just launched the‘Vac from the Sea’ initiative. This recognises that thePacific Ocean has become polluted with the largestfloating garbage islands in the world. Some of theseplastic islands are said to be several times the sizeof the state of Texas. Electrolux intends to gatherplastic from the world’s oceans and turn it into anumber of vacuum cleaners. The initiative aims tobring attention to the issue of plastic pollution andat the same time combat the scarcity of recycledplastics needed for making sustainable homeappliances.This initiative sounds like a winner to me onseveral fronts. First, it is raising awareness of theissue of pollution, and at the same time doingsomething about it. Second, it is taking the issue ofrecycling to a whole new level. It’s a great piece ofmarketing, a great piece of design, and a greatenvironmentally-conscious move. And crucially (foryou men-folk), it turns a household appliance into adinner party conversation piece.There seems little doubt that environmentalmarketing will be the battleground for the nextdecade. The environmental credentials of suppliersare moving steadily up the order of importance onusers’ lists of requirements, and it’s not somethingthat’s going to go away. So whatever market you’rein, don’t leave it too late to show how green you are.Instrumentation ScotlandSeptember 9-13, 2010AECC, Aberdeenwww.instrumentaion.co.ukTrident Exhbitions (01822 614671)MotekMachinery Safety ZoneSeptember 13-16, 2010New Trade Fair Centre, Stuttgartwww.motek-messe.com/en/motekPE Schall GmbH (+49 7025 9206-0)Solar Power ExpoSeptember 21-23, 2010Zaragoza, Spainwww.feriazaragoza.comFeria de Zaragoza (+34 976 764 700)Health & Safety 10 NorthMachinery Safety ZoneOctober 13-14, 2010Reebok Stadium Boltonwww.healthandsafetyevents.co.ukWestern Business Exhbitions(0844 545 0046)MM Live UK 2010October 19-20, 2010Ricoh Arena, Coventrywww.micromanu.comRapid News Communications(01829 770037)Manufacturing TechnologyNovember 10-11, 2010SECC, Glasgowwww.industry.co.ukETES (01784 880890)(+49 711 61946-67)SPS/IPC/DrivesNovember 23-25, 2010Exhibition Centre, Nurembergwww.mesago.de/en/SPS/main.htmMesago Messe Management(+49 711 61946-67)Index to Advertisers June/July 2010Aerotech .................................................. 33ABB ................................................... 26-27Aerotech .................................................. 29Air Control Industries ........................... 22-23Air Control Industrie .................................. 48B&R Automation ....................................... 52Bambi Air Compressors ............................. 21Centa Transmisisons .................................. 15Eckold ..................................................... 39Elesa ....................................................... 44EMS ........................................................ 33ETA Enclosures ........................................... 3Euchner ..................................................... 9Euro Bearings ........................................... 43Euro Springs ............................................ 38Fibox ....................................................... 20Hollin Applications .................................... 48Igus ......................................................... 13IKO Nippon Thompson .............................. 13JBJ Techniques ......................................... 51Kistler Instruments .................................... 42Laidler Associates ....................................... 8Lafert Electric Motors ................................ 32Lee Products ............................................ 47Lee Spring ............................................... 39Machine Building Systems ......................... 41Machine Building Systems ......................... 48Matara ....................................................... 7Maxon Motor ............................................ 31Mayr Transmissions ................................... 48Mclennan Servo Supplies ........................... 43Myonic .................................................... 13Phoenix Mecano ....................................... 45Micro-Epsilon ........................................... 37MK Profile System .................................... 45Omega Engineering ..................................... 2Omega Engineering ................................... 48Ondrives .................................................. 15Poppelmann Plastics ................................... 7Proface .................................................... 35Protex Fasteners ....................................... 21RA Rodriguez ........................................... 15Reliance Precision ..................................... 16Rittal ....................................................... 18Rotaflow .................................................. 48Rotalink ................................................... 31Samson Controls ....................................... 47SEW Eurodrive ......................................... 25Spirol Industries ........................................ 39Spraying Systems ...................................... 46Stromag ................................................... 17Trident Exhibitions .................................... 37Tyco Electronics .......................................... 5WDS ....................................................... 2150INDUSTRIAL TECHNOLOGY • June/July 2010