Episode Details

In this Omni Talk Retail interview, recorded live from the Global DIY Summit 2026 in Amsterdam, Chris Walton talks with Steffen Erath, Head of Innovation at Hansgrohe, about why sustainability should be more than a business objective and instead become a starting point for innovation.

Steffen shares how Hansgrohe approaches innovation at the intersection of sustainability, technology, and customer experience, and explains why he advocates for "planet-centered innovation" alongside more traditional product and customer-driven strategies.

He also discusses the role AI can play in accelerating sustainability efforts, why solving environmental challenges requires collaboration across industries, and how manufacturers and retailers can better help customers make sustainable choices without sacrificing performance, convenience, or enjoyment.

One particularly memorable takeaway: consumers don't buy water-saving showers because they're sustainable. They buy them because they deliver a better shower experience.

Key Topics Covered:

• What Hansgrohe means by "planet-centered innovation"

• Why sustainability can be a powerful innovation strategy

• The relationship between AI and sustainability transformation

• Moving from competitive advantage to collaborative advantage

• Why solving environmental challenges requires ecosystem thinking

• How Hansgrohe balances sustainability with customer experience

• The "60% Potential" and consumer decision-making

• Why retailers should sell benefits, not sustainability claims

• Helping consumers make more sustainable choices in the bathroom

• The future of innovation in home improvement and building products

Thank you to Vusion for supporting Omni Talk Retail's live coverage from the Global DIY Summit 2026 in Amsterdam.