Digital Printer editor, Chris Brock, discovers that sustainability is not just something you do, but a complete approach to the way you do business.
Once upon a time, the notion of being environmentally conscious was considered a niche USP for forward-thinking organisations hoping to court similarly-minded clients. Today, sustainability is neither optional nor peripheral—it has become integral. Driven by customer demand, corporate responsibility, and increasingly stringent legislation, environmental accountability must now be embedded into every part of a print business’s operations.
Sustainability is not a single action but a multi-part philosophy that touches everything from energy consumption and material choices to the design of services and systems. Central to this philosophy is the concept of circularity—an approach that considers the full lifecycle of products and resources, from sourcing and production to reuse, recycling, and beyond. In the commercial print industry, circularity is fast becoming a marker of innovation and resilience.
What goes around
Circular business models take a holistic view of a business – including its inputs and outputs. They consider not just the environmental impact of operations, but also what happens to products after their initial use. It involves designing for longevity, minimising waste, recycling, reusing, and remanufacturing materials, and rethinking every stage of production. And in a sector that is as material-intensive as print, the potential for meaningful change is significant.
Positive+ sees card as a sustainable choice for POS applications
For businesses like print production agency Positive+, embracing circular principles has become both a differentiator and a necessity. “Sustainability is the heart of our business because we always want to be at the forefront of innovation,” says managing director Danny Sullivan. “Some of the retailers we work with, such as Boots, insist on sustainability ratings for Point-of-Sale (POS) displays.”
Positive+ sees sustainability as a business imperative. It has made investments in technology to help meet these goals, including the HP Latex R2000, which uses water-based inks that are significantly kinder to the environment than traditional solvent-based alternatives, and has shifted focus from materials such as acrylic to card. The company also uses Sustain, an environmental design calculator developed by POPAI (the Point of Purchase Advertising International global trade association), which measures the impact of POS displays from concept to end-of-life.
But the shift to circularity has not been without its hurdles. “Persuading POS clients to change from acrylic to card has been a challenge,” Mr Sullivan admits. “But we’ve been able to showcase how card displays can look premium and be sustainable.” He adds that while sustainable options are becoming more cost-effective, some initiatives, such as carbon offsetting, can be too expensive to be competitive. For now.
Despite these challenges, Mr Sullivan sees growth ahead. “I’d say POS for the beauty and fragrance sector [provides an opportunity]. Traditionally, this was very acrylic-focused. There’s been a big movement towards card displays, but there’s still a way to go.”
OEMs and the bigger picture
While companies like Positive+ are innovating on the front lines, much of the responsibility for embedding circularity into print lies with original equipment manufacturers (OEMs). As Peter Bragg, EMEA sustainability and government affairs director at Canon explains, the shift must start with how machines are designed, built, used, and returned to the economy.
“When it comes to circularity, Canon is focused on the end-to-end product lifecycle and reassessing how our devices are manufactured, transported, used, and eventually recycled,” he says. “By building a more circular business model from the top down, OEMs are able to improve the sustainability of the wider supply chain and help customers and businesses move closer to achieving shared sustainability goals.”
“Even simple and strategic changes… can have a significant impact.” – Peter Bragg, EMEA sustainability and government affairs director, Canon
Canon has committed to achieving net zero by 2050 and is taking tangible steps to reduce raw material use, energy consumption, and waste in its operations. This includes incorporating recycled materials into new products—some of which now use over 30% recycled plastic—as well as remanufacturing programmes that produce ‘as-new’ devices using up to 90% reused components.
Beyond hardware, Canon is also innovating through services. The company is using managed print services (MPS) powered by AI and machine learning to track device health, predict maintenance needs, and improve lifespan—all of which feed directly into circularity goals.
Mr Bragg also highlights the importance of customer support in enabling circular business practices. “The role of expert after-care and consultation should not be underestimated in extending the life of a device,” he says. “Servicing teams play a crucial role in understanding how a device is being used, and making sure it’s the right t for the job.”
Consumables have also come under scrutiny. Canon has introduced ink cartridge recycling schemes and is seeing growing interest in climate-compensated paper products, such as its Zero paper range. Certified by the FSC, EU Ecolabel and Climate Partner, this range offers large-format, cradle-to-customer climate offset options for sectors such as engineering and construction.
Shifting mindsets
The transition to circular models is not without its obstacles. For smaller rms, cost and complexity can feel overwhelming. But both Mr Sullivan and Mr Bragg agree that progress does not have to start with sweeping reform. It is about thinking strategically and starting where you can.
“Sustainability doesn’t have to cost the earth.” – Danny Sullivan, managing director, Positive+
“Even simple and strategic changes, such as recycling used cartridges, can have a significant impact,” says Mr Bragg. “It might be a single product in a whole product line, but start small and think big.”
Meanwhile, Mr Sullivan encourages rms to look for the opportunities that sustainability can offer, whether that is in cost reduction, customer retention, or opening up new market segments. “Environmentally friendly options, such as card, are usually cheaper than acrylic,” he points out. “Sustainability doesn’t have to cost the earth.”
The circular advantage
Circularity may be an environmental issue, but it is also a strategic one. Reducing energy and waste reduces costs. Designing for reuse lowers material costs and supports resilience in supply chains. Demonstrating these environmental credentials builds brand loyalty and can influence customer purchasing decisions.
For the print industry, the journey towards circularity is already well underway. And as both customers and regulators demand greater accountability in this area, businesses that invest in closing the loop will be better positioned to thrive in this rapidly changing industry.
