#whywait: Vaillant campaign for climate protection and environmentally friendly heating technology

Press release

  • Sustainability
  • Brands
  • Energy transition

Remscheid, 12 October 2020

  • Ad campaign highlights the contribution to climate protection played by Vaillant products

  • Customers benefit from attractive state subsidies when purchasing heating appliances

  • International campaign in 22 countries

Under the slogan of #whywait, a new Vaillant campaign is highlighting the contribution to climate protection played by environmentally friendly heating technology. The core message is that there has never been a better – nor more urgent – time for property owners to choose a Vaillant heating system. The Vaillant #whywait campaign makes people aware of the part that they can play in climate protection using energy-efficient and environmentally friendly Vaillant products. At the same time, it also communicates the fact that property owners can now benefit from state subsidies of up to 45 per cent of the investment amount, as well as the current VAT reduction. The #whywait campaign has already been launched in Germany, with 21 further countries set to follow suit.

Huge climate protection potential in German boiler rooms

More than one third of CO2 emissions in private households in Germany are caused by the heating of buildings and hot-water generation. More than half of the roughly 21 million heating systems in Germany are now outdated, inefficient and do not use renewable energies. In terms of meeting climate protection targets, it is imperative that these systems are rapidly replaced by efficient and environmentally friendly technologies. “Immense climate protection potential is lying dormant in millions of basements and utility rooms,” remarks Dr Andree Groos, Vaillant Group Managing Director Sales, Marketing and Service. “It’s just that most people aren’t aware of it. With the #whywait campaign, we aim to galvanise people into significantly reducing their carbon footprint. By investing in an efficient Vaillant heating system, they can make a positive difference for their home, for the climate and, therefore, for their children.”

The campaign also reminds homeowners that now is the ideal time to benefit from the legal framework when buying a new heating system. “In Germany, state subsidies as part of the Federal Government’s climate package, coupled with the reduction in VAT, offer powerful incentives to invest in a pioneering Vaillant heating product now,” emphasises Dr Tillmann von Schroeter, Managing Director of Vaillant Germany. “With our campaign, we are informing our specialist installers and end customers in order to make the decision to choose a new heating system as easy as possible,” adds von Schroeter.

The Vaillant #whywait campaign provides facts about the potential CO2 and cost savings of efficient heating systems and about the reality that time for a rethink is limited due to ongoing climate change. The heating technology specialist attaches considerable importance to authenticity; the campaign focuses on ordinary people in their own homes rather than professional actors. In Germany, the campaign was launched with TV and radio ads, as well as online advertising.

Vaillant is becoming climate-neutral

Vaillant is taking the #whywait slogan literally – and going climate-neutral from this year. In order to achieve this goal, the heating technology specialist has developed an ambitious, long-term climate strategy. By 2030, Vaillant will reduce its own CO2 emissions by 50 per cent compared with 2018. This will be accomplished through the use of electrical energy from renewable sources, significantly reduced energy consumption within production processes and buildings, and investment in an environmentally friendly vehicle fleet. Starting this year, the company will completely offset its remaining emissions by means of existing certified afforestation projects. What’s more, Vaillant will be launching its own afforestation projects in emerging countries in the long term. The climate strategy forms part of the SEEDS sustainability programme, which Vaillant established ten years ago and is now relaunching this year.

About Vaillant

Vaillant offers its customers worldwide eco-friendly, energy-saving heating and ventilation systems that make increasing use of renewable energies. Its product portfolio encompasses solar-thermal and photovoltaic systems, heat pumps, ventilation systems for low-energy buildings, split air-conditioning units, high-efficiency heating systems using fossil fuels, and intelligent controls.


Jens Wichtermann
Jens Wichtermann

Jens Wichtermann

Group Director Communication, Sustainability & Government Relations

Phone: +49 2191 18 2754

Mobile: +49 175 295 1810

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