From Barcelona to Orlando, one thing’s clear, sustainability is no longer a side conversation. At ISE 2025, manufacturers showcased product innovation with low power consumption, modular design, and longer lifecycle components baked in. Meanwhile, at Enterprise Connect, circularity was called out as “not just a good idea, but a business imperative” for IT and AV buyers alike.
At TD SYNNEX Maverick and the wider business, we believe the circular economy isn’t just about ticking ESG boxes, it’s a strategic lever to create competitive advantage, unlock new services, and deliver on sustainability goals. And for our channel, now’s the time to embrace it.
Circularity: Beyond Buzzword to Business Opportunity
Most of us get what the circular economy’s about, with things like repair, reuse, refurbish and recycle, but now the industry’s being asked: how you’re actually doing it?
The European Green Deal, CSRD, and growing customer scrutiny are reshaping how organisations approach procurement, lifecycle management, and carbon accounting. Devices, displays, meeting room gear, and collaboration endpoints all carry an environmental cost, but they don’t have to.
At ISE earlier this year, we saw key vendors like Logitech, Sony, and Lenovo highlighting modular, upgradable, and repairable tech—leaders in the industry shift away from “use and replace” and toward sustainable lifecycle thinking.
What This Means for the Channel
Circularity is now a partner opportunity, not just a vendor initiative. Here’s how Maverick is helping AV and IT resellers build sustainable, circular offers that win business and reduce impact:
ChromeOS Flex: Revive, Don’t Replace
Don’t send old hardware to landfill … give it new life. ChromeOS Flex turns existing laptops, desktops and even digital signage endpoints into fast, secure, cloud-managed devices. This came up repeatedly at Enterprise Connect as a low-cost, high-impact way to modernise fleets sustainably.
TaaS – Turn Products into Services
Technology-as-a-Service isn’t new, but it’s evolving fast. At TD SYNNEX globally, we enable AV resellers to offer displays, collaboration bars and room systems on subscription, with full lifecycle services built in, from install to refresh. Devices are returned, refurbished or recycled, reducing waste while unlocking predictable recurring revenues. And yes, it helps customers meet their CSRD compliance too.
Trade-In and Asset Recovery – Real Value from Old Tech
Why let last-gen hardware gather dust? Our trade-in programmes offer customers credit for ageing devices, while we handle secure data wiping, recycling, or refurb. This isn’t just nice-to-have; it’s increasingly a deal-breaker for buyers who now require full audit trails and compliance with EU waste directives.
We Walk the Walk
At TD SYNNEX, circular thinking is already part of our own operational DNA. Approximately 31% of the company’s global electricity consumption now comes from renewable sources. Notably, all four of our UK locations are already running on 100% renewable electricity, we are working to eliminate single use plastics, installing EV charging stations and our offices are all designed to minimise power usage. We’re on track for net-zero by 2045, in line with the Science Based Targets initiative.
The market is shifting. Buyers expect sustainability. Regulations demand it. And the technology now enables it.
So, here’s the challenge: Will you be the partner who offers the lowest emissions and the best experience? Or will you be catching up when sustainability becomes table stakes?
At Maverick, we’re here to help you lead. With ready-to-go circular services, expert support, and vendor-backed programmes to turn green thinking into business-winning action.
Let’s make circular the new standard. Let’s lead the loop.
