Markus Naegeli: A lot can still be achieved with many small steps

When it comes to sustainability in offices, equipment manufacturers have not always been role models: A lot of packaging waste with consumables such as ink cartridges, short printer lifespans or a lack of re-use concepts repeatedly made for bad press. Many office technology service providers have now done their homework. Canon is even a pioneer when it comes to sustainability in office and software solutions for document management, as Markus Naegeli, CEO of Canon Switzerland, explains.

Canon as a pioneer in sustainability: What stands out in particular?

MARKUS NAEGELI: For us, the topic has been fundamental since the 1980s, because the Japanese corporate philosophy of "Kyosei," i.e. living and working together for the common good, has been an integral part since 1988. We published our first sustainability report in Switzerland as early as 1999. As a member of the Responsible Business Alliance (RBA), the world's largest coalition of companies for responsibility in global supply chains, we follow its codes of conduct.

And specifically: How does Canon behave ecologically or as climate-neutrally as possible?

In product development, we reduced CO2 emissions per product sold by 41.3 % between 2008 and 2020 through consistent use of life cycle analysis. It is a matter of course for us to produce stable and durable products that can also be repaired. We have our own service organization for this purpose. IoT devices also require fewer technicians, as they can be serviced remotely. In this way, we reduce travel. Furthermore, we rely on "second life" for B2B products: This means that serviceable devices are reused after an overhaul. Remanufacturing" goes even further: the devices are completely disassembled and reassembled. 80 percent of the components can be reused in this process. The result is equipment that is as good as new. There is a market for this, but we would like to see higher demand. In the case of consumer products, we now have a high Recycled content of plastics.

How does this affect prices, or where are customers willing to pay more: for the equipment or for the service?

A distinction must be made here between B2C and B2B. Many consumers are hardly willing to pay more for service in their private lives. Often enough, transport and especially repair costs are out of proportion to the price of a new product. The purchase of a new product is often preferred. In the case of higher-value products and also in B2B, on the other hand, the willingness is high. For certain B2B customers, it is even a means of production and part of their value chain.

Consumer behavior has changed, and there is less printing in the private sector as well. I rarely print anymore, for example, but I scan more via a multifunction device. Am I following a trend?

Yes. In the consumer sector, inkjet printers are more widespread than laser printers. Multifunctionality has increased, as has connectivity via smartphone. Fewer documents are being printed out overall. But in other areas, such as digital printing of books or dialog marketing, we are seeing strong growth. We are also now one of the largest providers of document management software. We see devices more and more as a hub in an entire process, integrated into existing software solutions. Scanning into a workflow is becoming more and more the standard.

Your company seems to be setting an example in terms of sustainability goals. How do you now support your customers in achieving sustainability goals?

In 1990, we were the first company in the world with a toner take-back program. Since 2021, we have offered our business customers simple take-back free of charge via GAS postage labels or pallet collections. Elemental to this is that we work with a local recycling partner. Simply shipping the empty toners to Eastern Europe would not be compatible with our claim to CO2 neutrality. We also promote climate-neutral printing by offsetting unavoidable CO2 emissions. This also includes electricity consumption. Upon request, we provide our customers with certification and proof. Of course, we also offer FSC-certified climate-neutral paper. And last but not least, we promote the digitalization of processes through Workspace Collaboration and Hybrid Working solutions.

How does that go down with customers, especially since it involves intervening in their internal processes?

We set a good example and not only print climate neutrally ourselves, but have also offered this to our customers since 2014. We compensate for unavoidable emissions via gold-certified climate protection projects. In our own branches, we rely on green electricity. But to your question: Some customers are happy to provide support, others find it a little more difficult. We recommend a step-by-step approach with a clear plan, because not everyone is able to make a 180-degree turnaround all at once. For me, every step in the right direction counts. At the moment, we are seeing a wide spread between companies that are still going analog and those that are already fully digitized. As a service provider, we have to be ready for both sides. In addition, we as a company are also in the midst of change and are not yet a fully digitized company.

What do you personally, as CEO of Canon Switzerland, understand by sustainability?

In the past, it was really a lot about environmental protection and nature conservation. Today, social responsibility is also added to the mix. I therefore see sustainability as something holistic. It is not a fad for me. I realized this 20 years ago when I started at Canon. Since then, as I mentioned, we have been able to massively reduce CO2 emissions. Today, however, it's hardly possible to make such big leaps, but we are consistently continuing on our path. Because even with many small steps, a lot can still be achieved. Personally, I am not a "fan" of obligations with sanctions; more sustainable behavior must come from within and, if necessary, be additionally increased through incentives.

Large corporations in particular are often accused of "greenwashing. How do you counter this at Canon - apart from the specific measures I mentioned?

You can always criticize whether something could not be implemented even faster or even more consistently. In any case, it is positive to do something. Even if the effects only become apparent later, it would certainly be wrong to stand still. Becoming more sustainable requires staying power. Because once the quick wins have been achieved, it becomes more challenging. Sustainability should be firmly anchored in a company.

Canon

Founded in 1937 in Japan, Canon is one of the leading technology companies. With products such as printers, cameras, scanners, projectors, but also consumables, Canon is active in both B2C and B2B. Worldwide, the company employs over 182,000 people in marketing and production facilities in Japan, Europe, America, Asia and Oceania. Characterized by the corporate philosophy "Kyosei", sustainability plays a decisive role. Canon Switzerland is managed by Markus Naegeli, who has been working for the company for over 20 years.
> www.canon.ch

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