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The imaging industry is undergoing profound change. Sustainability, circularity, and brand protection are no longer side issues, but central to strategy. Recently, I had the opportunity to speak with Epson Europe leaders about how the company is addressing these challenges. What emerged was a candid and insightful view of how Epson is positioning itself for a very different future.
Sustainability at the Core
Environmental responsibility is deeply woven into Epson’s corporate identity. The company’s Vision 2050 pledges to become carbon negative and embed circular economy principles across its operations. As Boris Manev, who leads CSR and sustainability policy engagement at Epson, told me: “We have to remain committed… not just sitting around and talking stories, but actually providing very concrete actions.”
Epson actively participates in various industry associations, including Digital Europe, the IT industry association; EVAP, the European industry association for imaging equipment; the Japanese Business Council Europe; I&P Europe, which is the Imaging and Printing Association; and CSR Europe, a cross-industry coalition including sectors such as automotive and beverages. This vast presence allows Epson both to advocate for its own priorities and to bring the concerns of the imaging industry into broader sustainability debates at EU level.
But ambition is tempered by realism. Manev acknowledged the growing gap between EU regulatory targets and what the industry can practically deliver—whether on recycled plastics, per- and polyfluoroalkyl substances (PFAS) restrictions, or extended producer responsibility (EPR) schemes and the fragmented nature of EPR reporting across member states.
Extending Product Life
If sustainability is the vision, reuse and refurbishment are its practical expression. Richard Wells, leading Epson’s reuse strategy, described how shrinking print volumes are forcing manufacturers to rethink their economic models. Extending hardware life is becoming both a necessity and an opportunity across its entire product portfolio. The most sustainable option, Wells argued, is often the simplest: “Extended warranty for a product already being used but underutilised is our preferred option.”
When machines do need to be recovered, Epson is considering multiple pathways, and whilst many of their B2B products are sold, maintained and re-use / circularity managed by their approved resellers and channel Epson are also embracing the need for their own programmes and facilities Crucially, Epson’s heat-free inkjet technology gives it an advantage: fewer moving parts, quicker refurbishment, and a lighter environmental footprint. “Cartridge devices are declining, long live the ink tank,” Wells remarked, underlining the shift to EcoTank devices designed for durability in the consumer and soho business markets.
The consumer market poses another, different challenge. Millions of EcoTank printers are in European homes, but recovering them at end-of-life is not straightforward. Epson already refurbishes returns for online resale in some markets, and subscription models such as ReadyPrint Max present more options for Epson.
Protecting the Brand and the Customer
Sustainability and circularity are only part of the equation. Protecting intellectual property and safeguarding customers from counterfeit products remain vital.
Here the threat has shifted. “The bigger threat to our business in Europe is from non-genuine compatibles, not counterfeits,” explained Nikki Consterdine, who manages IP protection for Epson Europe and the Middle East. Counterfeiting has been significantly reduced in Europe thanks to many years of proactive enforcement, but compatibles — often patent-infringing or copyright infringing— now pose the greatest risk.
Consterdine leads a team, covering everything from anti-counterfeiting to trademark prosecution and domain enforcement. Collaboration is essential to combat the illegal activity of counterfeiting. Epson works closely with industry bodies such as the ICCE and as well as national and international anti-counterfeiting trade associations, and has developed what she described as a “gold standard” partnership with Amazon Brand Protection Team. Once seen as a problem, Amazon is now viewed as a model for proactive enforcement, increasingly supported by AI-driven monitoring that removes infringing listings before they go live.
Yet even well-intentioned environmental initiatives can introduce new risks. The shift from blister packs to cardboard boxes for ink bottles made products more eco-friendly — but also easier to counterfeit. “Our biggest anti-counterfeiting technology is the design of the retail packaging for our ink cartridges. Now with a cardboard box and an ink bottle inside, it’s much easier to counterfeit,” Consterdine admitted. To counter this, Epson continues to explore new authentication technologies while emphasising that moving to a subscription model will help to secure its supply chain and substantially reduce the threat from infringing products.
PaperLab: Closing the Loop on Office Paper
One area where Epson’s circular economy thinking becomes especially tangible is with its PaperLab technology, the world’s first in-office paper recycler. PaperLab embodies the principle of keeping resources in use for as long as possible, securely transforming waste paper into new sheets without leaving the building.
Epson recently introduced the new A-8100 model, which adds intelligent sensors to auto-detect and optimise for different paper types — even mixing multiple inputs in a single run — while integration with Epson Cloud Solution PORT enables businesses to monitor production volumes and track real-time sustainability metrics. It also supports a new A3 Extended format, broadening in-house binding and finishing options. As Andreas Asel of Epson Europe explained, “The new A-8100 PaperLab represents a significant step forward in our mission to provide businesses with the tools they need to operate sustainably while securing the confidentiality of their information.”
Common Threads
What is striking is how these conversations (i.e., sustainability, refurbishment, and IP protection) converge around shared challenges and opportunities.
Underlying it all is Epson’s willingness to engage. As one executive noted, “If a manufacturer won’t take the lead, one of the big dealers will.” Epson clearly prefers to stay ahead of that curve.
Keypoint Intelligence Opinion
From our perspective, Epson is positioning itself as a credible leader across three interlinked fronts: sustainability, circular economy, and IP protection. Its technology gives it an edge, but what is more notable is its readiness to engage — in policy forums, in market pilots, and in collaborative initiatives.
The obstacles are significant: fragmented recycling systems, weak border enforcement, an aftermarket rife with non-compliant compatibles, and the challenge of scaling consumer-side refurbishment. Yet Epson demonstrates that progress requires both pragmatism and persistence.
The bigger question is whether the wider imaging industry will follow. Fragmented voices will achieve little in Brussels or beyond. Unified action, backed by credible technology and business models, is the only way forward. Epson is showing one possible pathway. The rest of the industry must now decide if it has the will to join them.
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