This article was originally published by Duurzaamheid.nl.

In the audiovisual sector, sustainability can seem difficult to achieve: equipment consumes significant amounts of energy, has a relatively short lifespan, and clients continuously demand the latest technology. Yet AVEX, a family-owned business with nearly forty years of experience, is consciously choosing a different path.

“We don’t just want to move the AV sector forward, but also serve as an example for other industries,” says Marjolein Koens-Schaddelee. With BRIX Zero, AVEX demonstrates that you don’t have to wait for regulations those who take initiative themselves can set the standard for an entire industry.

From family business to impact company

While many players in the sector focus on short-term returns and acquisitions, AVEX deliberately chooses a long-term approach.

“We don’t just want to be relevant today or tomorrow, but also for generations to come,” says Marjolein Koens-Schaddelee. This vision stems from growing concerns about electronic waste and the belief that technology and sustainability can go hand in hand  if approached in the right way.

 

Supply chain partners as the key

For AVEX, the core lies not only in technology, but especially in collaboration with partners such as Sony, Samsung, and Logitech. The company initiated conversations with them, asking: how can we make audiovisual solutions smarter, better, and more sustainable?

Koens-Schaddelee: “We initiated the conversations, but now we challenge each other it has truly become co-creation. That brings a lot of energy.”

This open dialogue forms the foundation for developing smarter and more sustainable solutions together.

A tangible outcome of this collaboration is the development of a digital product passport. Although European regulations are still evolving, AVEX and its partners have already created their own format.

For each component, it becomes clear which materials are used, what the CO₂ footprint is, and how reuse can be enabled. All information is transparently recorded in the GSES platform and independently verified.

Koens-Schaddelee: “Through this initiative, we are now also engaging with the European Union to shape how such product passports could look. It’s surprising how much influence you can have when you bring the right people together.”

This shows that supply chain collaboration not only delivers results, but can also open doors you never expected.

“It’s surprising how much influence you can have when you bring the right people together.”
— Marjolein Koens-Schaddelee, Managing Director AVEX

 

Transparency and measurability

Since its launch in May 2025, responses have been positive.

“Customers say: we’ve never seen this before,” says Koens-Schaddelee. At the same time, she notices that many organizations struggle with their responsibility, especially when it comes to Scope 3 emissions.

BRIX Zero offers a concrete solution: measurable data on energy consumption, material flows, and CO₂ impact. The company’s own production facility runs entirely on solar energy; the remainder is offset.

A win-win across the value chain

Results are only achieved when all parties in the value chain benefit.

“Sustainability shouldn’t just feel good it must also be a solid business case,” emphasizes Koens-Schaddelee.

By showing partners that circular solutions deliver both impact and financial returns, collective motivation continues to grow.

 

Lessons for other sectors

With BRIX Zero, AVEX demonstrates that even in an energy-intensive and rapidly evolving industry, circular and carbon-neutral solutions are achievable.

This approach can also inspire other sectors, such as the furniture industry, with which AVEX is already in discussion.

The key lesson: bring the right partners on board at the right level and innovate together. This requires co-creation, alignment across all layers of organizations, and a shared ambition to make a real impact.

 

Looking ahead

The ambition is to further scale BRIX Zero and place sustainability and transparency at the core of every concept.

“Only by working together across the value chain can we truly make a difference. That’s how we ensure we remain relevant not just today, but for future generations,” concludes Koens-Schaddelee.

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