Sustainable AV purchases: prevent these 3 pitfalls with circular solutions

We spoke with Kjeld Veenhuis, specialist in sustainable audiovisual solutions at AVEX. With his expertise, he helps customers tackle sustainability company-wide. Because many customers are in doubt when it comes to making the right AV choices. Thanks to our experience with circular systems and transparent data through the GSES platform, Kjeld helps these customers get a clearer picture.

In this article, you’ll read:

• Why greenwashing is a real problem within AV
• What the 3 biggest pitfalls are regarding sustainable AV purchases
• Which steps you can take towards a more sustainable AV solution
• How other companies are doing this successfully

After reading this article, you’ll know how to confidently take the first step towards sustainable AV equipment. Without falling into a greenwashing trap.

The confusion regarding sustainability in audiovisual equipment

Making audiovisual equipment more sustainable is complex. While oftentimes clear standards and certifications already exist for lighting or climate control systems, the AV world is less transparent. Many manufacturers use green marketing terms like “eco-mode” or “energy saver”, without clear definitions or independent testing. For facility managers, this makes it more difficult to estimate which choices really are sustainable.

Recently, during an intake meeting with a facility manager of an international consultancy agency, Kjeld got asked: “Where do I begin if I want to make my meeting rooms more sustainable?” The honest answer: with insights. And for that, reliable information is crucial.

The 3 biggest pitfalls for sustainable AV purchases

The good news is that many organisations want to become more sustainable. The bad new is that, sometimes, they make decisions that have the opposite effect.

These three common pitfalls cause sustainable ambitions to falter in practice:

1. Relying on marketing claims without reasoning
Many AV manufacturers use terms like “eco-mode”, “energy-efficient” or “green”. In itself, that sounds positive, but it often lacks the independent tests that are needed to truly determine the sustainability of a product. A label is superficial when it doesn’t clarify what was measured, using which method, and who checked it. That’s why it’s important to look beyond the marketing claims. Always ask for underlying data, such as energy usage throughout the entire lifespan, used materials, or circularity percentages. Independent platforms and certificates, like the GSES platform, help to gather all the facts and to make a fair distinction between appearance and reality.

2. No insights on the actual environmental impact
Many organisations don’t have a clear view on the actual environmental impact of their AV equipment.  Without reliable data about energy usage, lifespan, and used materials, replacement often seems to be the quickest way to sustainability. In practice, this can actually lead to unnecessary investments and extra waste, while existing equipment sometimes still works perfectly fine.

3. Working with manufacturers that aren’t transparent
Not every manufacturer that claims to be sustainable, is truly open and clear about it. You can recognise a lack of transparancy when:

• they don’t give insights about the origin of materials or production methods,
• numbers on energy usage, circularity, or CO₂ emissions are lacking,
• certifications can’t be verified independently.

As buyer or facility manager you can change this by actively asking questions and requesting underlying documentation. Think about life cycle analyses, independent certifications, or collaboration with platforms like GSES. In this way, you paint a clear picture of whether a manufacturer is truly sustainable or just knows the rights words to use.

Mini checklist – always ask these three questions

1. Can you show me where the materials come from and how they are processed?
2. Which independent certifications can you discuss?
3. How is the CO₂ impact or circularity of this product measured and maintained?

With such questions, you lay the foundation to seperate facts from claims and choose partners that truly contribute to your sustainability goals.

Why greenwashing in common in AV

Greenwashing – misleading customers by making a product appear more green than it is – is unfortunately very common in the AV industry. This has several causes. First of all, there’s a lack of universal regulations. Manufacturers apply their own standards, which makes comparing energy usage and lifspan difficult.

On top of that, marketing plays a role. The demand for sustainable solutions is growing, and so this need is eagerly responded to – sometimes without sufficient reasoning. Even if a screen consumes 5 watts less in “eco-mode,” it can still qualify for the “energy-efficient” label, while in reality it makes little difference.

For facility managers this means: be critical. Don’t be misled by superficial claims, but ask for underlying data.

How do you recognise reliable data?

To prevent greenwashing, it’s important to know what to pay attention to. Transparent and independent certification is key. A good example is the GSES (Global Sustainable Enterprise System) platform. This platform offers objective insights in the sustainability of products and processes, and helps organisations monitor and report on performance.

You can also pay attention to:

• Lifespan information: Is there clear communication regarding the expected lifespan?
• Circularity value: Is the product modular? Can its parts be replaced, such as individual panels or power supplies, or does the entire system need to be replaced in case of a defect?
• Origin of materials: Are materials reusable, recycled, or produced sustainably?

What you should and shouldn’t believe

Not everything that sounds ‘green’, is green. Terms like “low energy” or “eco-friendly” are meaningless without reasoning. Avoid products of which the sustainability claims only come from the manufacturer itself.

You can trust:

• Independent certificates and reports (such as GSES, EcoVadis, or Cradle to Cradle)
• Transparency about the origin of materials
• Descriptions of circular business models, such as lease structures with buyback

The 5 steps to sustainable AV solutions

To help facility managers, we’ve created a checklist that helps to improve sustainability step by step and responsibly:

1. Inventory
   Paint a clear picture of the current AV infrastructure. Look at outdated equipment, energy usage, and frequency of use. Oftentimes, it turns out that a large part of the equipment is overestimated and doesn’t match the actual need – and is therefore an unnecessary burden for the environment and your wallet.
2. Setting goals
   Set concrete goals: do you want to halve the energy usage per room? Or set up 50% of your AV environment to be circular within two years? Clear goals help make decisions and measure progress.
3. Choose sustainable AV
   Select equipment that complies with objective sustainability criteria. Opt for products with a measurable lower environmental impact, modular design, and recyclable materials. Also consider solutions like BRIX zero: a fully circular AV solution that’s designed for minimal impact.
4. Work with transparent partners
   Choose manufacturers that are open about their chain, materials, and production methods. Transparency is an important measure for integrity. Ask about their certficates and concrete sustainability initiatives.
5. Monitoring & communicating
   Use tools like the GSES platform to make performance understandable and to keep progress measurable. Sharing reports with internal and external stakeholders creates support and pride in the results achieved.

From insight to action: take the next step in sustainable AV

You now have insights about the risks of greenwashing, the importance of reliable data, and the steps that lead to sustainable AV solutions. Sustainability doesn’t have to be complicated or costly – provided that you use the correct information.

The biggest pitfall? Not doing anything out of fear to make the wrong choice. But stagnation is regression, especially now that sustainability is becoming more important for both organisations and employees.

At AVEX, we combine 35 years of AV experience with a transparent, future-proof approach. Thanks to our collaboration with GSES and experience with circular systems, we help you make decisions that truly contribute to sustainability.

Do you want to know where your organisation stands? Schedule an advisory meeting and together we’ll do a quickscan of your AV equipment. We’ll look at how your meeting rooms can become an example of sustainable innovation.