IFA 2022 Review
20 The new normal Daniel Todaro sends his report from IFA Berlin 2022. F
ollowing a two-year hiatus, IFA returned this year to re-energise the tech world’s attention! From smartphones and smart homes to TV, audio and domestic appliances, the show was packed with the newest and most exciting products from some of our favourite brands. IFA is one of the largest tech events, with a confirmed 1,100 exhibitors and 161,000 visitors this year, and the show attracted a strong media presence – more than 2,500 journalists headed to Berlin and around half of them were representing international media organisations.
A vital industry showcase for brands presenting their latest products, IFA provides observers a window into the latest technology trends, discovering where brands are developing their product portfolios. Furthermore, it’s a barometer for retailers to see what’s coming, helping them prepare for range planning and the knowledge share required to sell these new products effectively in the coming seasons. Since 2019 consumers’ lives have changed and
there’s more consideration of lifestyle choices and the technology people use day-to-day. The overriding message of sustainability was being shouting about loudly by every brand, both in terms of materials
Panasonic’s low cost booth
and product usage. However, I noted that less was being said about the ethics of manufacturing and how products are made; perhaps this is a step too far to address across all category lifecycles. The sustainability message carried into some of the stand designs too, with Panasonic and its hall
being very low cost, with a focus on reduced waste. This meant no floor covering and attention was focussed on the products rather than the setting. Also of note, was the fact that some brands didn’t even attend this year – Sony’s only presence was a meeting booth.
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