As environmental concerns grow, more businesses are looking to the circular economy. But how can resellers get involved with this and ensure that they take advantage of the opportunities it brings?
Sustainability is a key priority for many businesses and as part of that, the circular economy is gaining popularity, as they seek to back up policies with demonstrable actions.
Wendi Latko, vice president, EHS & Sustainability at Xerox, says circularity is not a ‘nice-to-have’ environmental initiative. “It is a prerequisite for public tenders and a strategic lever to meet ESG goals, reduce environmental impact and future-proof their operations,” she says.
“Clients and partners seek clearer evidence of impact rather than broad commitments. They often look for transparent, decision-ready data, for example, lifecycle footprint information, materials composition, end-of-life pathways and the ability to demonstrate reductions year over year.
“Interest tends to rise fastest when circular approaches deliver clear operational value: lower total cost of ownership, improved asset utilisation, reduced waste and simplified compliance. The key expectation is credibility; customers want circular claims that are verifiable and measurable, not marketing-led.”
Dan Wogan, managed print specialist at Epson UK, notes that circular economy principles are increasingly embedded within ESG frameworks rather than treated as standalone environmental initiatives. “Businesses are scrutinising how long products last, how they are serviced, what happens at end of life, and how supply chains can be optimised to minimise waste,” he adds.
“Organisations are seeking clear evidence that their technology partners can support lifecycle extension and waste reduction in measurable and accountable ways.”
Chris Bates, services director – Endpoint Solutions, UK and Ireland, TD SYNNEX, says interest in the circular economy remains high among IT buyers. “It’s especially important for businesses to know that when they dispose of hardware, none of the products or components will go to landfill and that instead, the equipment can be refurbished and reused or recycled,” he says.
Manufacturer response
Manufacturers are responding to the increase in demand for the circular economy. Dan says manufacturers are rethinking the entire product lifecycle. “That starts at the design stage, creating devices with fewer consumables and longer service intervals, and continues through to recycling programmes and responsible end-of-life management,” he adds.
“In print, heat-free inkjet technology reduces mechanical stress and energy consumption compared to traditional laser devices. Fewer moving parts mean less wear and tear, contributing to longer product lifespans and fewer replacement parts. High-yield ink systems further reduce packaging volumes and overall consumables waste.
“Manufacturers are also going beyond just product improvements. Epson’s Environmental Vision 2050, for example, is a strategic pledge to become carbon negative and underground resource-free by 2050. Achieving this would mean the elimination of the use of non-renewable underground resources such as oil and metal wherever possible. In simple terms, it’s about making new products from resources that already exist above ground and keeping materials in circulation for as long as possible.
“We’re also seeing extended warranties and serviceable-life programmes becoming more prominent. Longer warranties, such as Epson’s eight-year warranty, help keep devices in the field for longer and represent one of the most tangible ways manufacturers can support circularity while reducing total cost of ownership and e-waste.”
Wendi notes that Xerox and Lexmark have been early pioneers in remanufacturing, are members of the European Remanufacturing Council and the Quocirca Sustainability Alliance. “At Xerox, we are embedding circular economy principles across the entire product lifecycle, rather than treating circularity as a standalone initiative,” she adds.
“This starts at the design stage, with products engineered for durability, repairability, upgradeability and recyclability, goes on to efficient use and finally to responsible refurbishment and remanufacturing – to truly close the material loop and significantly minimise new material demand.
“Enabled by our global hardware and supplies collection programmes, our refurbished and remanufactured devices help us achieve around 90% material reuse by weight on average and up to 99% landfill avoidance. Lexmark and Xerox cartridges can be remanufactured up to 10 times, the industry standard stands at two to three times. Recycling is the last resort, when remanufacturing or refurbishment is no longer possible.
“Xerox has introduced office devices with up to 47% PCR plastic since 2021, with a minimum 25% PCR target for new products. The new Lexmark 9-Series integrates industry-leading 56% PCR (MFPs) and 73% PCR (printers) by weight.”
Wendi adds that AI and IoT play an important role in driving life cycle extension. “The Xerox Renewal Advisor and the Lexmark Smart Refresh programme use predictive AI- and IoT-driven device diagnostics and analytics to retain and redeploy devices, prolonging useful life, preventing premature refreshes and cutting embodied carbon at fleet scale. For one of our two EU projects, to which we are the exclusive print OEM partner, we are testing AI and IoT to automate remanufacturing and make it even more efficient and cost-effective.”
Vital role
Resellers can play an important role in helping customers to partake in the circular economy. “Partners can offer trade-ins on any hardware device,” says Chris. “We have a comprehensive solution and can offer to take back products for full refurbishment and reuse or for recycling.
“Everyone benefits from a trade-in – the customer can be sure their old hardware is being fed back into the circular economy, which will help them with their own sustainability goals. They will also realise some end-of-life value from those products, which they can offset against the purchase of new equipment. This makes it easier for them to invest, and that, of course, also benefits the reseller partner.
“By providing a trade-in option that feeds into the circular economy, the partner is also helping to make the technology industry more sustainable while providing a significant value-added service for the end user customer.”
Wendi says Xerox equips partners with data-rich tools, turnkey services, training and go-to-market support so they can lead credible sustainability-focused conversations, deliver measurable outcomes and report progress with confidence. “This ensures that partners can help their clients meet their sustainability goals, which in turn supports partner growth through enhanced total customer value and new revenue streams.
“When it comes to training and marketing materials, our structured e-learning and certifications help partners speak credibly about sustainability and tie outcomes to customer CSR goals. The new Xerox Sustainability Solutions Specialisation was created for partners that want to better align their offerings to help meet the sustainability needs of their clients. Partner Portal assets, campaign kits, and Email Engine provide co-brandable collateral, landing pages and social content focused on sustainability.
“Xerox® MPS Advanced Analytics provides real-time insights and a dedicated Sustainability View to track progress against key environmental KPIs, with its Carbon Lifecycle Emissions dashboard offering clients the carbon footprint related to device manufacturing, transport to installation site, usage, service, and end of life recycling. This is enhanced by the Lexmark CO2mpute Carbon Calculator, which also provides life cycle-based carbon footprint reporting on a device level.”
Dan says resellers are in a powerful position as advisors. “They can guide customers toward technologies designed for longevity and lower intervention, while helping to implement strategies that prioritise optimisation and environmental impact over unnecessary upgrades.
“Practical steps include championing products built to last, recommending extended service options, supporting return-and-recycle programmes and exploring refurbished or remanufactured solutions where appropriate.
“They can also recommend technologies such as Epson’s PaperLab, which allows organisations to recycle used paper on-site using dry fibre technology. This same technology is now being also being explored outside of office environments, including in the fashion industry to support more sustainable textile production. A demonstration of how circular thinking can influence multiple sectors.
“Most importantly, resellers can help translate sustainability ambitions into practical operational decisions. Many customers understand the concept of circularity but need help applying it to their infrastructure in a way that balances performance, cost and environmental responsibility.”
Opportunities
The circular economy presents a range of opportunities for resellers. “Circularity opens the door to more consultative, value-led conversations,” Dan says. “Instead of competing solely on upfront price, resellers can focus on lifecycle cost, energy savings and ESG alignment.
“It also creates opportunities for recurring revenue through managed services, maintenance agreements, device refresh planning and optimisation reporting – all of which support customers in embedding circular principles into their operations. By helping customers implement and maintain these strategies, resellers can strengthen long-term partnerships and differentiate themselves in an increasingly competitive market.”
Chris says that used devices can have a significant value and by trading them in with TD SYNNEX, customers can achieve best-in-class return rates. “Being able to provide an assurance that equipment will go back into the circular economy and not end up in landfill is tremendously appealing,” he says. “It’s simple to quote for and to process trade-in deals through the TD SYNNEX Renew programme with everything managed through our dedicated portal.
“There are also specific circular IT services, including certified data wipe, IT asset disposition, refurbishment, technical repair and onsite in-custody options, and resellers can offer any or all of these as part of a circular IT lifecycle proposition.”
Increasing demand
Demand for the circular economy is expected to continue to increase as is driven ‘top down’ and ‘bottom-up’, Wendi says. “On the one hand, circularity is being accelerated by stricter environmental legislation by the EU and the UK, from extended producer responsibility and ecodesign requirements to more robust sustainability and supply chain reporting obligations,” she explains.
“On the other hand, consumers are intrinsically motivated to make more responsible choices, actively seeking circular products and services that align with their ESG-conscious values. The combination of regulatory pressure and genuine consumer intent is creating a powerful, long-term driver for circularity across markets.
“At Xerox, we’re seeing that clients and partners are becoming sophisticated in how they approach sustainability and ESG. Rather than relying on broad claims, they are increasingly looking for credible, decision ready environmental data that allows them to measure lifecycle impact, support ESG disclosures and demonstrate progress. This shift is accelerating demand for circular solutions that are backed by independently verified methodologies, recognised ecolabels and auditable lifecycle data.
“At the same time, confidence in remanufactured and refurbished products is increasing. Thanks to standardised global remanufacturing processes, rigorous quality validation, and transparency around environmental benefits, refurbished and remanufactured products are increasingly considered as performing, reliable and secure as new devices.
“This growing trust is reinforced when circularity delivers environmental and business value. As organisations see that remanufactured and refurbished products can reduce embodied carbon and waste while also lowering total cost of ownership, circular solutions move from being perceived as a sustainability compromise to being recognised as a strategic, future-proof choice.”
Dan notes that regulatory pressure, rising energy costs and growing stakeholder expectations are all moving in one direction. “People increasingly expect transparency around environmental impact and responsible resource use – it’s by no means a passing trend.
“Circular economy principles address environmental and financial resilience, which is particularly important in uncertain economic conditions. Businesses that build with efficiency, longevity and waste reduction into their operations are simply better prepared for the future.”
