A new series of reports published following the four-year NICER (National Interdisciplinary Circular Economy Research) programme, the UK’s largest circular economy programme, find that the pace of the transition towards increased circularity needs to increase – especially if net zero targets are to be met. PrintIT Reseller invited some of the industry’s resellers to share their thoughts on customer expectations around circularity/sustainability and how sustainably-manufactured devices can provide a competitive edge
PrintIT Reseller: To what extent are customer expectations around circularity/sustainability driving change in your go-to market approach?
Richard Taylor, Managing Director, XBM: We have seen a massive shift in customers now looking for sustainable solutions. This fits well with XBM due to our status as Epson’s No.1 reseller. Whilst this shift has seen an increase in machine sales, sadly the messaging of sustainability does not aid decisions 100% – pricing is still the main driver. Fortunately for XBM, the pricing for Epson equipment allows us to tick both boxes, and in most cases, we can demonstrate to the end-user a saving over the term.
Ryan Green, Digital Services Director, Carbon: Customer expectations around circularity and sustainability are significantly shaping our go-to market strategy. There is an increased emphasis on reducing waste and energy consumption, as well as transitioning to digital alternatives.
Many customers now expect their suppliers to assist in measuring and reducing the environmental impact of their print infrastructure. This demand has driven the development of new services and tools, such as optimisation reports and CO emissions calculators, 2 aimed at supporting customers’ sustainability initiatives.
The regulatory environment for our clients is also becoming more stringent, with heightened requirements for transparency in reporting emissions and other environmental impacts. This has necessitated Carbon to adapt our strategies to ensure compliance and meet customer demands for greater transparency.
Additionally, Carbon is setting ambitious in-house net-zero targets and making significant progress towards these goals. Our commitment to sustainability is becoming a key differentiator in the market, enhancing our business reputation.
John Rivett-Carnac, Managing Director, Managed Print Solutions: Customer expectations surrounding circularity and sustainability are increasingly driving change in our go-to-market strategy.
Consumers today are more environmentally conscious and expect businesses to align with their values by prioritising sustainability. As a result, we have adapted our offerings to include more sustainable products, services, and solutions. For example, we now emphasise the use of eco‑friendly materials, the promotion of energy‑efficient systems, easy-to-use collection programmes for reuse and recycling, and in-house remanufacture and recycling.
Additionally, we actively highlight the environmental benefits of our solutions, from reduced carbon footprints to energy savings, to appeal to customers who are seeking to make greener choices. Sustainability is no longer a desirable feature; it’s a key driver of purchasing decisions and a core element of our market strategy moving forward.
Daniel Gilbert, Managing Director, Key Digital: Our go-to-market approach centres around our sustainability offering, both in terms of product and service. Sustainability is more than just ‘being green’, it’s about the continuation and repeatability of high level service for our customers.
The messaging around sustainability features in all of our customer presentations as it highlights that every decision made has an impact on the circular economy in some way.
For our public sector customers, it’s crucial for them to be making environmentally-conscious choices that can be physically demonstrated and reported. This is funnelling down into SMEs as well.
Daniel Maddox, Managing Director, Evolve Document Solutions: There’s definitely been a shift. Customers – especially larger businesses and public sector clients – are asking more questions about sustainability than ever before. It’s not just a tick-box anymore, it’s starting to influence decision‑making. For us, that means putting things like energy efficiency, recycling schemes and remanufactured options front and centre in our conversations. It’s also why we’re highlighting tools like our Agility software to help customers cut down on waste and print smarter, not just more.
James Pittick, Channel Sales Director, FUTERA: Circularity and sustainability are no longer secondary considerations and increasingly, are seen as fundamental requirements for our customers. As they set targets around carbon net zero and their own sustainability agenda, the subject has become fundamental to how companies approach their activities, including the selection of vendors within their supply chain and partnerships for service delivery.
From an MPS perspective, working with OEMs who enhance our own sustainability credibility has never been more important to further enhance the value we can deliver to clients. Equally, when offering services through our channel partnerships, it’s imperative that we lead with propositions that complement our partners’ market offering. We see this increasingly through end of first life services for refurbishment and reuse, as well as end of full life and responsible disposal services, ensuring hardware is reused, recycled and repurposed in the most environmentally efficient manner possible.
Building a reputation for being a sustainability-focused organisation is critical for us to attract and retain both customers and employees, so is fundamental to our go-to market approach.
PrintIT Reseller: Do you find that sustainably-manufactured devices i.e. devices that feature component parts designed to be recycled, re-used or built to last longer; which include a percentage of post consumer recycled (PCR) plastic content, or boast energy-saving technologies provide you with a competitive edge?
Richard Taylor: Yes, it helps. However, when selling traditional laser devices that heat up, this means they are only sustainable until they are plugged in. The use of recycled parts or plastics doesn’t mean the device is sustainable once it is heating to 200 degrees to fuse the toner to the page. Obviously, having a device manufactured in a sustainable way is a must in my eyes, but with everyone saying the same thing, it does not differentiate the box on this basis
Ryan Green: This is invaluable when exploring new business opportunities and determining strategic positioning. For instance, Epson’s heat-free technology now comes with an impressive eight-year warranty, demonstrating a significant commitment to quality. This extended warranty provides customers with peace of mind, ensuring their investment is protected over the long-term. Epson’s products are designed for longevity, using durable materials and components that can be easily repaired or upgraded, which not only reduces waste but also enhances reliability.
Canon has also taken proactive steps to support sustainability by redesigning their product range. They focus on creating frames and chassis that can be reused in newer models. By reusing key components, Canon reduces the need for new raw materials and lowers the environmental impact of their manufacturing processes. This initiative not only supports environmental sustainability but also aligns with customer expectations for eco‑friendly products.
Incorporating post-consumer recycled plastic content into products is another crucial aspect of sustainability. PCR plastic is made from materials recovered from the waste stream after consumer use, such as plastic bottles and packaging. Using PCR plastic helps reduce the need for virgin materials, conserves natural resources, and lowers greenhouse gas emissions.
Thes strategies highlight how Carbon and our partners are integrating sustainability into our core business practices to meet customer demands.
By offering products with components designed to be recycled, reused, or built to last longer, and incorporating PCR plastic content, we can position ourselves as leaders in sustainability.
John Rivett-Carnac: Yes, sustainably manufactured devices are a key differentiator in today’s market.
All manufacturers are working towards sustainable solutions, but some are further ahead than others. We particularly like Lexmark for their commitment to achieving carbon neutrality across all their operations by 2035. Their products are CarbonNeutral certified, designed to minimise greenhouse gas emissions through advanced engineering. Lexmark uses a durable industrial metal frame and incorporates four times more post‑consumer recycled plastic than their nearest competitor. They also include onboard sensors to assess toner levels and service needs, long‑life imaging components, including high-yield Unison toner cartridges, and supplies designed for reuse and recycling. Their energy-efficient features and toner conservation capabilities further contribute to sustainability.
Offering products like these enables us to meet customer expectations while positioning our brand as environmentally responsible. This focus on sustainability resonates with customers seeking greener solutions, providing us with a competitive edge. Additionally, the long‑term cost savings from energy-efficient and durable devices strengthens our value proposition.
Daniel Gilbert: Devices that are built to last in this way definitely provide a competitive edge from a servicing point of view. Fewer parts and more robust manufacturing means that they need fewer service visits and fewer replacement parts, allowing us to provide a lower cost servicing option to our customers.
Over the last 18 months, we’ve noticed an increase in toner/ink cartridge recycling requests from our customers. Luckily, most manufacturers now have a scheme in place just for that. It might not provide the customer with a financial incentive, but being environmentally-conscious is the driver behind it.
Together, this gives us both a way of meeting customer expectations and a business advantage going hand-in-hand.
Daniel Maddox: In short, yes. When we show clients that their new MFP has a lower carbon footprint, or contains recycled plastics, or uses less energy in sleep mode, it often seals the deal. These features used to be buried in a spec sheet, but now they’re selling points.
James Pittick: Yes – devices that are built with sustainability in mind, whether through recycled materials, longer life cycles, or energy-saving features, give us a distinct advantage in the market. We’re seeing this more frequently in competitive bids, especially where environmental credentials influence scoring criteria.
Our partnership with Epson UK is a great example. Their heat-free printing technology reduces power usage and CO₂ output significantly, offering both sustainability and financial savings to our clients. This has become a powerful differentiator, particularly in sectors such as education and public services, where these values align with procurement policies.
Sustainably manufactured doesn’t mean compromise – it’s about smarter technology and long-term value. At FUTERA we don’t just sell devices; we help clients choose options that meet their environmental ambitions without sacrificing performance or reliability.
PrintIT Reseller: Are you seeing increased demand (or any demand) for certified remanufactured/ refurbished devices as opposed to new?
Richard Taylor: XBM used to sell 80% refurbished vs 20% brand new. In 2016 we changed our model and moved to selling mainly brand new. The reason we did this was to allow us to put Epson devices out in the field backed by an eight-year warranty. This means that customers can extend the device’s life at the end of five years, creating its own circular economy.
Instead of selling second-hand equipment, we are extending the life of the end- users’ equipment which in turn delivers the same thing. When selling second-hand equipment, the customer is unaware of the device’s previous usage, how reliable it was etc. By doing it this way, the customer is having a device extended that they are aware of and know it will continue to perform.
Ryan Green: As customer demand for environmentally friendly products continues to grow, businesses are increasingly prioritising sustainability in their purchasing decisions. At Carbon, we focus on offering a balanced deployment of both new and refurbished devices. This approach enables our clients to advance their sustainability goals while contributing to the circular economy.
While we have observed a modest expansion of the Canon CU & ES Series within our remanufacturing and refurbishment programs, there has been a significantly greater increase in demand for new devices. These new devices are more energy-efficient and designed for longevity, which can reduce clients’ operational costs over time. The combined benefits of lower energy consumption and reduced need for replacement parts and consumables throughout the device’s lifetime further enhance their value.
John Rivett-Carnac: Yes, we are seeing increased demand for certified remanufactured and refurbished devices. Customers are becoming more conscious of the environmental impact of purchasing new products and are actively seeking alternatives that promote sustainability.
When recommending a device, we prioritise reliability as well as cost-effectiveness. In this regard, we particularly advocate for the Ricoh GreenLine Series due to its reliability.
Ricoh GreenLine devices go through a comprehensive remanufacturing process, with each unit being certified, tested, and updated with the latest software and firmware. Before remanufacturing, every piece of equipment must meet strict eligibility criteria, ensuring only high-quality devices are selected. The process includes disassembly, cleaning, rebuilding, and retesting to ensure each device performs to the highest standard. Finally, each device undergoes rigorous quality control testing. This thorough approach ensures that remanufactured devices are just as reliable as new ones, providing customers with a sustainable, cost-effective option that doesn’t compromise on performance.
As a result, demand for these products is growing, particularly among customers looking to balance environmental responsibility with performance and value.
Daniel Gilbert: I think we’re still seeing more demand for new devices, but devices that are built to last and are more energy- and cost-efficient to run.
That being said, there are still cases where a refurbished device has taken priority at the request of the customer. Reducing the heavy manufacturing and shipping miles while also providing cost savings is an attractive prospect, without compromising on performance and service levels from our end.
We wouldn’t recommend a device that we didn’t think was going to be suitable for the customer’s application. Where the opportunity finds itself, recommending remanufactured/ refurbished devices has its place.
Daniel Maddox: There’s been a seismic shift in how we operate. These days, around 95% of what we supply is reconditioned. That change really kicked in after COVID, when the big manufacturers hit major production delays. We had to adapt fast.
Clients were open to trying something different, and once they realised the quality was there, they didn’t look back. We offer shorter leases to accommodate the demand, too. End‑users want more control and peace of mind, especially after the uncertainty of recent years.
Refurbished devices offer that flexibility, and they tick the right boxes on cost and sustainability too. It’s not just charities or schools anymore – even larger businesses are rethinking what ‘new’ really needs to mean. As long as the kit works like it should and the support is solid, most clients genuinely don’t mind.
James Pittick: From a channel services perspective, absolutely. Businesses want to know how we’re helping them – and ourselves move toward net zero. While certified refurbished and remanufactured devices play a key role, it’s part of a broader push for circularity across the entire print and tech lifecycle.
From a hardware services standpoint, FUTERA supports partners by maintaining refurbished parts stock for legacy devices, enabling longer equipment life and delaying unnecessary replacement. This helps customers maximise value while lowering their environmental footprint.
Client engagement in this space has grown, especially where budgets are tight but sustainability remains a priority. These options offer a win–win: environmentally responsible and cost‑effective. As awareness grows, we’re helping clients see refurbished devices not as second-best, but as strategic choices in a smarter procurement approach.
PrintIT Reseller: How do your OEM partners help you to deliver sustainable MPS – for example, providing tools that enable customers to assess the true environmental footprint of their print infrastructure or recycling programmes for both consumables and hardware
Richard Taylor: Epson is the only manufacturer that gives my sales team the tools to be able to evaluate competitors’ data. The Epson Optimisation Report, which is backed by Data Master can assess the incumbent’s equipment, demonstrate the energy savings due to the device having no heat in it, staff time savings due to not having to change toner as much because the yields on the ink bags are far greater, and finally, how much CO2 production will be reduced by making the switch to a truly sustainable way to print.
This allows XBM to show customers additional savings in time or tangible costs before we even look at what they are paying in lease and click costs. This is the future of consultative sales within this industry and the sales force create upwards of 100 reports every month!
Ryan Green: Our partners have granted us access to independent Environmental Performance Calculators, which enable us to evaluate the energy consumption and environmental impact of our clients’ current print fleet compared to new or remanufactured devices. This detailed analysis empowers customers to make informed decisions to reduce their environmental footprint.
Additionally, we participate in lifecycle assessment programs to assist our OEMs in quantifying the environmental impacts of their products throughout their lifecycle. This process helps identify areas for improvement and facilitates the design of more sustainable products, thereby reducing the need for new raw materials and minimising the environmental impact of manufacturing processes.
Our partners also provide access to OEM recycling programs, ensuring that used products and consumables are recycled responsibly. This reduces waste by reusing parts and recycling materials.
These initiatives not only benefit the environment but also align with customer expectations for eco friendly practices.
John Rivett-Carnac: Our OEM partners play a crucial role in helping us deliver sustainable managed print services. They provide us with advanced tools and resources that allow customers to assess the environmental impact of their print infrastructure. These tools help quantify key metrics such as energy consumption, carbon emissions, and waste generation.
Additionally, many of our OEM partners offer comprehensive recycling programmes for both consumables and hardware, ensuring that devices and materials are properly disposed of or repurposed at the end of their lifecycle. By partnering with these manufacturers, we can offer customers sustainable MPS solutions that optimise both performance and environmental impact, contributing to their sustainability goals.
Daniel Gilbert: The efforts from OEM partners over recent years have come on leaps and bounds in terms of providing useful tools that we can use in our sales process. Sustainability and optimisation reports are something that our team is using all the time to win business.
At blue chip and PLC levels, it’s apparent that every department head is involved in the reporting of sustainability. Being able to certify the data we’re presenting provides great credibility to the reseller and our OEM partners in equal measure.
If our sales teams are able to easily use and present these tools to the end‑user, then that’s where partner growth is going to increase the most.
James Pittick: OEMs are crucial in enabling FUTERA to deliver sustainable managed print services. Their innovation powers the tools and technologies we use to help customers measure, manage, and reduce their environmental impact.
Alongside Epson UK’s heat-free printing, we also leverage software platforms such as uniFLOW Online, which allows us to set intelligent print rules that cut waste and reduce energy use. uniFLOW’s real-time sustainability reporting makes it easy to track CO₂ savings, while being hosted in the Microsoft Azure cloud reduces the need for onsite infrastructure – lowering overall emissions.
These solutions complement a wider effort from OEMs to provide responsible recycling programmes for both consumables and hardware. The combination of lower energy consumption, smarter usage tracking, and circular practices enables us to offer a complete, sustainability focused MPS strategy. As customer expectations grow, this collaborative approach helps us deliver value and accountability from day one.
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