More and more organisations are looking to reduce the environmental impact of their AV environments. Yet making the right choices isn’t always straightforward.

To explore this topic, we spoke with Kjeld Veenhuis, Sustainable AV Specialist at AVEX. Through his work, he helps organisations approach sustainability not only within their AV environment, but across the wider business.

Many Facilities Managers struggle with questions such as: Which sustainability claims can I trust? Which suppliers are genuinely transparent? How can I tell whether a solution is truly circular?

Drawing on AVEX’s experience with circular AV systems and transparent sustainability reporting through the GSES platform, Kjeld helps organisations see through the growing number of sustainability claims in the market.

In this article, you’ll discover:

• Why greenwashing is a real challenge within the AV industry
• The three biggest pitfalls when purchasing sustainable AV solutions
• Practical steps towards genuinely sustainable and circular AV
• How other organisations use reliable data to make better decisions

By the end, you’ll know what to look for when investing in sustainable audiovisual technology and how to avoid common greenwashing traps.

Why sustainability in AV can be confusing

Making audiovisual technology more sustainable is complex. Unlike lighting or building management systems, where recognised standards and certifications are common, the AV market often lacks the same level of transparency.

Manufacturers regularly use terms such as eco mode, energy saver and sustainable design, but these aren’t always backed by clear definitions or independent verification.

As a result, comparing solutions objectively can be difficult.

A Facilities Manager from a global consultancy recently asked Kjeld:

“Where should I start if I want to make our meeting rooms more sustainable?” Facility Manager

His response was straightforward:

“Start with insights. Only when you have access to reliable data can you make sustainable decisions that deliver long-term results.” Kjeld Veenhuis Account Manager AVEX

The 3 biggest pitfalls when buying sustainable AV

It’s encouraging that more organisations are prioritising sustainability. However, many still make choices that turn out to be less sustainable than expected.

These are the three pitfalls we see most often:

1. Trusting marketing claims without evidence

Many AV manufacturers use terms like eco-friendly, energy-efficient or green. That sounds positive, but these labels alone tell you very little about a product’s actual environmental performance.

A sustainability claim only has value if it’s clear: what has been measured, which methodology was used, smd whether the results have been independently verified. Without this, a claim remains little more than marketing.

Look beyond the label and ask about:

• Lifetime energy consumption
• Materials used
• Circularity and reusability

Independent frameworks and platforms such as GSES can help compare products objectively and distinguish genuinely sustainable solutions from those that simply appear sustainable.

2. Lacking visibility into the real environmental impact

Many organisations have limited visibility into the full environmental impact of their AV equipment. This often leads to the assumption that replacing existing equipment is automatically the most sustainable choice.

In reality, that isn’t always the case.

Without insight into factors such as energy consumption, lifespan, material usage, repairability and reuse potential, it’s impossible to accurately assess the true impact of a product. Existing equipment may still have years of useful life remaining or could be upgraded through a circular approach, avoiding unnecessary investment and waste.

Decisions based on reliable data are often both more sustainable and more cost-effective.

3. Working with suppliers who aren’t transparent

Not every supplier that talks about sustainability is willing to provide full transparency. Warning signs include:

1. No information about the origin of materials or manufacturing methods
2. Missing data on energy consumption, CO₂ emissions or circularity
3. Certifications that cannot be independently verified

As a Facilities Manager or procurement professional, you can quickly test this by asking direct questions and requesting supporting documentation. For example: Do you provide lifecycle assessments? Which independent certifications do you hold? Do you participate in sustainability reporting platforms such as GSES?

Mini-checklist – always ask these three questions:

1. Can you show where the materials come from and how they’re processed?
2. Which independent certifications can you provide?
3. How are CO₂ impact and circularity measured and reported?

These questions form the basis for a more informed decision and help identify suppliers that genuinely support your sustainability goals.

Why greenwashing is common in AV

Demand for sustainable AV solutions is growing rapidly. At the same time, more products are being marketed as green, eco-friendly or energy-efficient. This makes it increasingly difficult to identify genuinely sustainable solutions.

Greenwashing, making products appear more sustainable than they actually are, is therefore a growing issue within the AV industry. One reason is the lack of consistent standards. Manufacturers often use different methods for measuring and definitions, which makes it hard to compare energy usage, lifespan and circularity.

Marketing also plays a role. Terms such as eco mode, energy saver and low energy sound impressive, but without supporting data they reveal little about actual environmental impact.

A display consuming a few watts less in standby mode may be marketed as sustainable, even though its overall lifecycle impact remains largely unchanged. That’s why it’s important to look beyond the marketing message and ask for evidence.

How to recognise reliable sustainability data

To avoid greenwashing, transparency and independent verification are essential.

A good example is the GSES (Global Sustainable Enterprise System) platform, which provides objective sustainability data for products, organisations and processes. When evaluating sustainable AV solutions, look for information about:

1. Equipment lifespan: is the expected lifespan clearly documented?
2. Circularity: can individual components be replaced or upgraded, or does the entire system need replacing?
3. Material origin: are materials recycled, recyclable or responsibly sourced?

What can you trust?

Not every sustainability claim deserves equal weight. Terms such as eco-friendly, green and low energy may sound appealing, but without evidence they’re difficult to verify.

Be cautious when claims come solely from the manufacturer.

Place greater trust in:

• Independent certifications and frameworks such as GSES, EcoVadis and Cradle to Cradle
• Transparency around material sourcing
• Visibility into a product’s full lifecycle
• Circular business models that include refurbishment and take-back programmes

The more transparency a supplier provides, the easier it becomes to determine whether a solution genuinely supports your sustainability objectives.

The 5 steps towards sustainable AV

Do you want to make your audiovisual environment more sustainable, but aren’t sure where to start? By breaking the process down into clear steps, you’ll find it easier to make choices that align with your organisation’s ambitions.

From insight to action

You now know how to recognise the most common pitfalls in sustainable AV and how to avoid greenwashing. Reliable data, transparent suppliers and circular solutions are essential for making informed decisions.

The biggest risk isn’t making the wrong choice. It’s making no choice at all.

At AVEX, we combine more than 35 years of audiovisual expertise with a circular approach to technology. Through our experience with circular AV solutions and platforms such as GSES, we help organisations make decisions that deliver measurable sustainability benefits.