I agree with something like a kettle, after all it’s only job is to boil water and broadly speaking the same energy will be required. However, for something as complicated as a washing machine there was a lot that was done and now the ratings have been completely changed again as of March 21 there is a lot more that will be done. A 90s washing machine cost more than twice to run as much as one from 2018. A lot of the savings came at a cost to the consumer, like 5 hour wash cycles. The new ratings aim to squash that by setting more realistic parameters for the ratings. Tumble dryers offer even greater savings with heat pump dryers 3 times more efficient than a condenser dryer from just a few years ago.No doubt the star ratings mean something, but how much more efficient can a new washing machine be?
Motor efficiency barely advances, so unless you believe your new electric kettle is more efficient than an old one, it's hard to see where the savings are.
The big gains have probably been made already, but I am sure companies seeking an advantage will continue to innovate and Eco credentials matter more and more to the marketing guys because they matter to us.