About mbw®

You celebrated your 45 th company anniversary this year. How has the company changed since it was founded?

45 years – that is a long time and at the same time it feels like we are just getting started. We have evolved from a classic promotional products supplier with a colourful, mixed product range into a specialist with a passion for designing haptic communication, which puts a smile on people’s faces. Today, we think in terms of experiences rather than products, in impact instead of quantities. Our enthusiasm for what we do and the courage to evolve constantly is what has always driven us.

What role does the theme sustainability presently play in the industry?

Sustainability is not a trend, it is a mindset. It characterises how we develop, source and think. We want every product we send out into the world to make sense – ecologically, socially and communicatively. The awareness within the industry is growing tangibly and we are experiencing many strong initiatives. Sustainability is not about sacrifice for us, it is about driving innovation: It inspires the creation of new materials, long-lasting concepts and honest brand communication.

Many industry players are reporting that customers are becoming more price-conscious because their budgets are under pressure. Does this mean that sustainability efforts are taking a back seat?

Of course, we are noticing that the budgets are tighter. But we are also observing that conscious consumption is gaining ground. Many of our customers tell us quite openly: “Better fewer products, but really good ones.” And that is precisely where sustainable branding starts. We believe quality, responsibility and credibility are also economically compelling – especially long-term. Sustainability isn’t a luxury, it is an investment in trust.

The industry is in the middle of a demographic change – companies are being handed over to the next generation and the millennials and Gen Z are also taking over the reins on the customer side. What impact is this having?

We are experiencing a true generational shift and that is fantastic. The younger generation is asking questions, demanding action and wants to understand why brands are doing what they are doing. This forces us to communicate more clearly and more authentically. This doesn’t make haptic advertising any less relevant, on the contrary: It creates genuine connections in an increasingly digital world. If something is well-made, honest and creative, it touches people – in the truest sense of the word.

How important is live communication and which European trade fairs are essential for you?

Nothing can replace personal experiences. Brands only come alive when they can be touched, felt and experienced. That is why events like the PSI Show, HAPTICA® live or also OMR are fixed dates in our diary. They bring the industry together, create encounters and inspiration. Especially after recent years we are noticing how much people value genuine experiences and this is precisely our area of expertise.

You took part in the OMR with The Hapticologist group to represent haptic advertising in the field of digital marketing. What were your motivations for doing so?

We wanted to show that haptic experiences have not lost any of their power in the digital age – on the contrary. The Hapticologist enables us to bring our passion for the physical to where marketing is being reinvented today. For us it is about building bridges between data and emotion, clicks and contacts, digital reach and real impact. The response at OMR was overwhelming – many visitors were surprised how emotional haptic communication can be. That is exactly what drives us.