FROM SOCIAL MEDIA to the grocery store to pharmaceutical company ads on TV, wellness has infiltrated every aspect of day-to-day life. The concept is so embedded into our culture that the total addressable market is estimated at 4.2 trillion dollars [Source: Statistia, 2020]. But what does this mean for wide-format printers?
Significant opportunities for growth, according to a recent Forbes recap of the American Society of Interior Designers’ 2023 Trend Outlook. “It’s clear that wellness design is not fading from the industry, even as most of us have fully emerged from our Covid home cocoons,” the article reads. From residences to homey-feeling offices and other “resimercial” environments, PSPs that home in on effectively marketing their digital printing advantage – think home textiles and commercial grade wallcovering – will be the first to benefit.
Generally, “wellness” refers to the conscious incorporation of daily habits that improve physical and mental health. Credited largely to the work of Halbert Dunn, a physician who distinguished being truly healthy from being physically free of disease, the wellness movement dates back more than half a century. However, the events of 2020 accelerated interest in the importance of wellbeing. According to a World Economic Forum report on a 2021 Ipsos study, 62 percent of Americans agree their health is more important now than before the pandemic.
Demand for wellness dovetails with demand for sustainability, including in the construction of healthier living and working spaces. Among other advantages, digital printing companies can offer low-VOC inks that improve air quality, phthalate-free substrates, and certifiably sustainable shop practices. Transparency is critical in this space, especially when working with professional interior designers and firms. Consumers (particularly Gen Z) seek out brands that practice what they preach, and they expect companies to be forthcoming about where something is made and whether it contributes to a circular economy.
Biophilic design (which appeals to our innate appreciation for the natural world) is nothing new, but it is significant in today’s market. Architects and designers are looking for creative and cost-effective ways to help building occupants connect with nature. Layering a space with textiles and wallcoverings that embody this aesthetic can add significant value. Other design considerations include colors that emphasize a certain mood, the strategic use of natural sunlight, and even acoustics and scent-scaping. Some techniques have been scientifically proven in studies to holistically contribute to health.
If you’ve been specified in a project for a healthcare facility, then you already understand the importance of cleanability and durability. Incorporating commercial Type II wallcovering in a healthcare space can provide patients with calming aesthetics and surfaces that, unlike paint, can be disinfected. These are just a few of the proof points you can leverage when marketing your business for wellness design projects.
As for the future, mental health is a top priority for many. Expect the design industry to emphasize project materials that aid in reducing stress and unease within the built environment. Be aware of trending wellness colors and biophilic design content suitable for murals or “resimercial” projects. Whether you’re new to the wellness interior design market or already have a roster of repeat clients, re-evaluating your approach is imperative to staying relevant in an industry that continues to boom.