Sustainability is no longer a buzzword — it’s a mindset, a responsibility, and an opportunity. By weaving together education, cultural insight, and global collaboration, the Pro AV industry can lead not only in technology, but in the kind of responsible innovation that creates lasting impact.

From Awareness to Action

Across industries, sustainability has shifted from being a “nice-to-have” to a non-negotiable expectation. In the Pro AV world, clients, partners, and even governments are demanding measurable action. But awareness alone isn’t enough. The challenge isn’t just reducing energy consumption or avoiding waste — it’s rethinking how we design, operate, and perceive the systems that connect people and shape experiences.

Education: The Foundation of Sustainable Progress

Education is the catalyst that turns intention into impact. Without it, sustainability risks becoming just another checkbox. With it, professionals gain the tools to make informed choices, innovate responsibly, and design with purpose.

Cultural Lessons: What Japan Taught Me

Having lived in Japan for 14 years, I’ve seen firsthand how deeply sustainability can be embedded in daily life. The principle of mottainai — a profound respect for resources — goes far beyond waste reduction. It influences decisions at every level: product design, system reliability, maintenance, and lifecycle planning.

In many Japanese businesses, this philosophy is second nature. The results are tangible — systems that last longer, consume less energy, and deliver enduring value to society.

Global Perspective: A Convergence of Values

At Absen, a Chinese company with a global footprint, sustainability means balancing innovation, regulation, and responsibility. In China, regulatory momentum and international client expectations are accelerating progress. Around the world, customers now evaluate not only product performance, but the ethics and environmental choices behind those products.

From my vantage point in Japan, I see how these global forces intersect: urgency drives innovation, culture informs responsibility, and diversity of perspective fuels creative problem-solving that no single viewpoint could achieve alone.

People Power: The Human Side of Sustainability

Technology may set the stage, but people drive the transformation. When engineers, designers, and integrators understand the “why” behind sustainability — not just the “how” — every decision becomes an opportunity to make an impact. From design to installation to long-term maintenance, education empowers professionals to embed sustainability into every project.

This collective effort creates a ripple effect across the industry — raising standards, encouraging responsible practices, and inspiring others to follow. Organizations like AVIXA amplify this effect by providing a global platform for collaboration, learning, and sharing best practices that move us all forward.

Asking the Right Questions

True sustainability also means confronting tough questions:

• Are we designing for short-term efficiency or long-term value?

• Are we considering the full lifecycle of our systems — or just the visible parts?

• Are we connecting people while minimizing harm, or simply optimizing for profit?

These questions don’t have simple answers, but asking them elevates the conversation — from compliance to leadership.

A Shared Mission

Sustainability isn’t about perfection; it’s about progress. It’s about making thoughtful choices that benefit people and the planet — and inspiring others to do the same. By embracing cross-cultural perspectives, smart design, and continuous learning, we can lead by example.

Together, the Pro AV industry has the opportunity to build a future where our systems are not only efficient, but meaningful — technology that connects people while respecting the world we share.

That’s a mission worth pursuing.

Ruben Rengel
Executive Vice President, Absen