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July 13, 2022

IFA 2022: Innovations Media Briefing Day 1

Sustainability and diversity as an opportunity for the tech industry

Finally live and in color again: On the first day of the IFA Innovations Media Briefing (IMB), selected media representatives got their first glimpse of the trends and innovations at IFA 2022.

David Ruetz, senior vice president, IFA 2022, welcomed participants to the IMB. "In the past pandemic years, we have observed that a lot has happened in the field of consumer electronics and home appliances. The development of digital technology has made significant progress in many areas, including in one' s own home - thanks in particular to the mobile and home office concepts of many companies. From September 2 to 6, IFA 2022 will offer the right products and innovations for this." In 30 exhibition halls and on several special areas, not only top players but also newcomers, start-ups, associations and research institutions will present new technology trends.

A total of 14 manufacturers will participate in the IFA Innovations Media Briefing in Berlin on July 13 and 14: Beezer, Beko Grundig, Berlin Photo Week, BRU, GfK, JURA, Kärcher, Kronoton, Miele, Mitte, Robert Bosch Hausgeräte, Samsung, Siemens Hausgeräte, tineco, +XPRO.

gfu Insights & Trends

As part of gfu Insights & Trends, Dr. Sara Warneke, Managing director of gfu, and Dr. Martin Schulte, Partner of Oliver Wyman in Munich, presented the study "The True Value of Green - Willingness to Pay for Sustainability in Home Electronics". According to the representative survey, sustainable product features such as repairability and energy efficiency are decisive purchasing factors for consumers. However, it is up to manufacturers and retailers to better communicate the savings potential, it said. In the future, legal EU regulations will demand further concessions from producers in terms of product sustainability.

Panel: Diversity as a guarantor of innovation?

In a panel on the topic of diversity, Carine Lea Chardon, Director Consumer Division, Managing Director Consumer Electronics and Media Networks Section, ZVEI-association for consumer electronics and media networks, exchanged views with two female founders from Berlin. They concluded that breaking down role models and more women in the tech industry are necessary to counter demographic change and the shortage of skilled workers. "Diversity is both an opportunity and a necessity. Different perspectives result in new and innovative ways of looking at different issues, thus increasing the opportunities for innovative solutions and developments. Diversity has also long since become a competitive factor that companies must take seriously: in order to secure a qualified workforce and also to remain attractive as an employer for the new generation, for whom equal opportunities are a matter of course. Actively promoting diversity is thus a key component of corporate strategies in the electrical and digital industry."

Power Briefing by Miele Germany

The Miele Power Briefing by Bernhard Hörsch, Commercial Director Sales, Miele Germany, was already under the IFA motto "Discover the quality that is ahead of its future". The company is presenting itself at IFA as even more convenient, even smarter, even more sustainable. Hörsch showed product innovations from the segments of steam stoves and cooktops, entry-level ovens and refrigerators. The company also addressed the small appliance segment, launching three new fully automatic coffee machines, each of which also comes with an extended one-year warranty. Miele promises a world premiere at IFA with the company's "most powerful vacuum cleaner," the Triflex HX2.

Power Briefing by JURA

Horst Nikolaus, Managing Director, and Wiebke Reineke, Head of Sales Promotion, JURA, presented the company's latest premium fully automatic coffee machine. "The special feature of the GIGA 10 is the two precision grinders, so I can assign exactly which grinder I want to get the coffee from for which product. It offers the possibility to draw 35 different coffee specialties, cold or hot, from a very short espresso to a long Americano, from a hip Cortado to a Flat White, Cappuccino or Latte Macchiato. In terms of operation, the Panorama Coffee Panel is new, where you can slide across three screens to be guided more easily to your coffee," explained Reineke.

Alexander Dehmel, Head of Market Intelligence Germany & Austria, GfK:

“Uncertainty among consumers is also impacting the markets for technical consumer goods. Overall, during the first five months of 2022 retailers registered a year-on-year turnover increase of three per cent, although it was not distributed evenly across the various product segments. Thus, for retailers and manufacturers there is the challenge of having to constantly know where and how markets are developing in order to be able to respond to consumers’ changing needs.“

Panel: “Diversity as a guarantor of innovation?”
Panel: “Diversity as a guarantor of innovation?” At the Innovations Media Briefing 2022. Lea Jordan, Co-Founder at, moderator; Carine Lea Chardon, ZVEI e.V.; Vivien Richter, Founder & Chief Vision Officer at; Lisa Meißner, Co-Founder & CFO at Mersor (f.l.t.r.)