Rory Sutherland

However, the energy efficiency of a dryer with a heat pump, or better still, Americans, if you live in Arizona, dry your clothes outside.

Because this is something that's slightly bemusing, because in Britain, we didn't have the social stigma of hanging clothes up to dry.

to the same extent.

Now, we do now.

Nobody would hang clothes up.

But that's just a social stigma.

Now, in Britain, fairness, we've got a fairly climate.

You're Canadian, OK?

There are plenty of times of the year where your underpants can be hanging there for three months.

They might freeze, but they wouldn't noticeably dry.

But I do find it slightly weird in the US, where if you're somewhere like Arizona, you could literally hang them up.

I was in Fuerteventura, an island in the

And the amusing thing was you literally, they had a washing machine but no dryer.

You put it up on the line.

About 40 minutes later, it was ready to wear.

So how would you market that to people?

How would you change the behavior?

Change the behavior so that it's not necessary.

Now, I understand that people don't want to put their underpants, you know, private things.

I suspect that a lot of it is those weird housing associations already have rules that say you can't do it.