We have visited this fair, and if we squint our eyes we notice two themes present everywhere.
Sustainability
Non-financial performance, and particularly the environmental dimension, has become a focal point for all businesses.
Unlike fast-moving trends, it is quite clear we are living a paradigm shift. What used to be a set of nice to haves in some products’ briefs is now a pervasive theme.
Although a trade fair is a very specific viewpoint, we have seen how environmental strategy no longer only articulates product design, but also partnership development, risk management, and -ultimately- the purpose of organisations.
Among other issues, many companies mention advances in the circularity of processes and the cyclability of raw materials, better use of water and energy, and the reduction of CO2 emissions in the life cycle of products.
Wellness
While this is a more – shall we say – traditional area, it is nevertheless a huge playground for innovation where much remains to be done.
At ISH we have seen many references to the subjective aspects of the bathroom experience. Connecting with our essence, recharging energy, taking care of our body and mind, or aesthetic experiences that go beyond shallow effects are increasingly fundamental aspects.
Some companies focus on products that are pleasing to the eye or touch. Others add therapeutic functions, offering a broader, active experience for the senses. And in some cases we have seen concepts that speculate on the idea of how to generate an emotional experience.
Our conclusion
In our challenge portfolio, we are addressing both opportunities.
Although we cannot share our progress as of now, we are happy to see that we are correctly interpreting how the industry is moving and what the market is demanding.
