Security Sales & Integration November 2021 - 45

port their clients and trade partners are seemingly
unaware of how technology can provide wellness
solutions. According to the study, awareness levels
of the benefits of wellness tech have not substantially
increased over the past year.
Exactly two out of every three integrators say
the builders, architects and designers they work
with, along with their end-user clients, are only
" slightly familiar " with the benefits of wellness
technology. Moreover, 65% of integrators say
they have " never " or only " infrequently " are
able to expand the revenue of a project by adding
a wellness-tech feature or amenity.
On the positive side, one in four integrators
say their clients are well versed in wellness-related
technology benefits, and only 9% have said
their clients are simply not interested in wellness
tech solutions at all.
That lack of awareness is also reflected in
the dealers' general lack of awareness for some
of the more specific wellness-related terms
and organizations that can be helpful when
attempting to educate or sell clients. For example,
recognition for Delos DARWIN, the
leading wellness technology platform, remains
very low. Indeed, 59% of integrators report
they have " never heard of it " while another
12% say they are " vaguely familiar with it. "
Delos' WELL Building Institute and WELL
Certification fared better, but not much.
Those entities are more familiar to integrators,
but still far less than half of dealers say that
they are either " pretty familiar " or " very familiar "
with them.
Speaking of terminology, one large custom
integration company, Bravas, (No. 7 on the
2021 CE Pro 100) has experimented using the
various terminology with clients and concluded
that the term biophilia does not resonate with
customers. According to Nigel Dessau, CEO,
the company is no longer using that term with
its luxury clientele.
Other entities still lacking recognition
among integrators include the Living in Place
Institute and its Certified Aging in Place Specialist
(CAPS) and Home & Accessibility Trade
Specialist (HATS) designations, as well as the
term " biophilic design. " Dealers report only being
" vaguely aware " of those.
By far the most recognized terminology in
the wellness space among CE pros is circadian
rhythm lighting/human-centric lighting. More
than three out of every four integrators (78%)
are familiar with those lighting terms.
securitysales.com
Consumer Demand Remains High
For some, the initial reaction to this year's CE
Pro Wellness Deep Dive Study might be to
think this market is as overblown as the next
coming of 3D movies. Not so fast. According
to the aforementioned Ogilvy Wellness Gap
study, 73% of consumers expect wellness solutions
from the brands they use. Meanwhile,
59% of consumers report they will pay a premium
for a wellness-oriented solution versus a
nonwellness offering.
That Ogilvy study goes on to estimate the
global wellness market at a whopping $4.5
trillion. Of course, only a small slice of that
is technology related. Adding more fuel to
the wellness fire, though, 77% of consumers
say wellness is very or extremely important to
them, and 80% of people want to improve their
wellness. Those results suggest that any custom
integration company that can hone its wellness
pitch will find success, especially with so many
competitors clearly flummoxed with how to effectively
present their wellness offering.
In the CE Pro Deep Dive Study, which was
fielded in May, integrators certainly see specific
types of clients as being ripe for wellness offerings,
namely, affluent clients, design-driven customers
and liberal-leaning customers. Too, it's
plain to see security systems are foundational
platforms to extend offerings into wellness, given
this trend is so closely aligned with life safety.
According to the data, 78% of integrators believe
their ultra-wealthy clients are either " very
likely " or " definitely will " be open to adopting
wellness technology solutions.
51% to 75%
4%
34% to 50%
13%
21% to 33%
10%
11% to 20%
12%
6% to 10%
15%
1% to 5%
27%
The most
recognized
terminology in the
wellness space
among custom
electronic pros is
circadian rhythm
lighting/humancentric
lighting.
Integrators report their wellness
business was spurred
by a median of 14% since the
coronavirus swept the world.
Percent of Projects With Wellness Technology Over Past 12 Months
75%+
5%
None
14%
The median percentage
of projects with wellness
technology included over
the past 12 months was 8%,
much lower than dealers
anticipated during the midst
of the pandemic. In fact,
dealers are only installing
slightly more wellness
tech than they did prior to
COVID-19.
NOVEMBER 2021 Security Sales & Integration 45
RH2010/STOCK.ADOBE.COM
http://www.securitysales.com

Security Sales & Integration November 2021

Table of Contents for the Digital Edition of Security Sales & Integration November 2021

Security Sales & Integration November 2021 - Presentation Page
Security Sales & Integration November 2021 - Cover1
Security Sales & Integration November 2021 - Cover2
Security Sales & Integration November 2021 - 1
Security Sales & Integration November 2021 - 2
Security Sales & Integration November 2021 - 3
Security Sales & Integration November 2021 - 4
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Security Sales & Integration November 2021 - Cover3
Security Sales & Integration November 2021 - Cover4
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