Sustainability Drives Print Industry Transformation: Circularity and Reputation Take Center Stage
Organizations are increasingly prioritizing sustainability when modernizing their print infrastructure, with 82% accelerating their plans despite a challenging political climate, according to new research. This shift isn’t solely driven by environmental concerns; building and bolstering corporate reputation is now a top motivator, alongside operational efficiencies and industry standards.
The Rise of Sustainability as a Business Imperative
For years, sustainability initiatives were often viewed as a cost center. However, a fundamental shift is underway. “For the first time, building or improving corporate reputation is among the top three reasons for pursuing corporate sustainability initiatives,” one analyst noted. This change is particularly pronounced as Generation Z gains influence in the workplace, demanding responsible sourcing and demonstrable commitments from the companies they support.
This growing emphasis on sustainability is also fueling scrutiny. Greenwashing – the practice of misleading consumers about the environmental benefits of a product or service – is a major concern, with anxieties rising sharply over the past two years. A historical lack of transparent data on product performance contributed to this skepticism, but suppliers are beginning to address the issue with greater transparency.
Circular Economy Gains Momentum in Print
The print industry has long embraced elements of the circular economy, but innovation is accelerating. Suppliers are increasingly focused on extending the life of devices through robust remanufacturing and refurbishment programs.
Ricoh has launched products specifically branded for the circular economy, with remanufacturing processes that enhance device capabilities beyond their original specifications. Canon boasts established programs, Xerox has expanded its Certified Pre-Owned offerings, and Brother introduced a hardware remanufacturing initiative in 2024.
However, demand for these second-life devices lags behind supply. Currently, only 12% and 9% of IT decision-makers, respectively, prioritize the availability of refurbished and remanufactured devices when reducing the environmental impact of print. Despite robust warranties and high remanufacturing standards, concerns about hidden costs and reliability persist.
Suppliers are responding by innovating commercial models. Epson, for example, now retains ownership of products – including print devices – after first use, creating a pipeline for remanufacturing and refurbishment. This approach allows channel partners to meet requirements for second-life hardware in tenders.
Closing the Loop: Material Reuse and Innovation
Beyond remanufacturing, suppliers are focusing on end-of-life recovery and the reuse of raw materials. Canon is now utilizing recycled iron, recovered from its own discarded devices, in the steel components of new products. Lexmark cartridges contain 42% post-consumer recycled plastic, with 39% sourced from its own closed-loop plastic process.
Innovation extends to spare parts manufacturing. Sharp Europe is piloting an additive manufacturing program to create parts on demand, reducing raw material consumption, transportation, and storage needs.
Services and Targets: Suppliers Step Up
Customers are actively seeking support from suppliers in reducing their environmental impact, and the industry is responding with a range of services. Xerox offers a Verified Carbon Neutrality Service, HP provides a Carbon Emission Sync Service, and Ricoh has launched Sustainability Optimisation and Carbon Balancing Services.
Most print industry suppliers have committed to achieving net-zero emissions by 2050, with HP and Xerox setting more ambitious targets of 2040. Suppliers are also making significant progress in transitioning to renewable energy sources, with Epson achieving 100% renewable energy use in 2023.
Challenges Remain, Especially with Scope 3 Emissions
Despite the progress, challenges remain. Scope 3 emissions – those generated throughout a product’s lifecycle, including use – continue to be a significant hurdle. Addressing this requires both supplier action and customer education around print infrastructure optimization.
Suppliers possess valuable data-driven tracking and analytics tools to optimize device fleets, but these offerings need to be more effectively integrated into customer sustainability management systems.
A Critical Time for Change
With up to eight in ten organizations planning to modernize their print infrastructure alongside broader technology refresh cycles driven by AI PCs and operating system updates, the opportunity for meaningful change is substantial. IT decision-makers are strongly advised to adopt a “circularity lens” when evaluating print technology purchases.
“Ask suppliers for full details on product lifecycle impacts and end-of-life arrangements,” one senior official stated. “Don’t dismiss the potential of second-life devices, as they can significantly reduce impact without compromising performance.” Exploring sustainability features offered by print management ISVs and integrating data-centric carbon-neutrality services into existing carbon management systems are also crucial steps.
Given the rapid advances in product circularity, device performance, and sustainability services, organizations with ambitious environmental targets should explore the positive impact these innovations can have on their print infrastructure – both now and in the future.
