In the second edition of The Reuse Playbook, we spoke with Thomas Wagner, Sustainability Manager DACH at Canon EMEA. Together, we took a deep dive into one of Europe’s most professional remanufacturing programs: from the pioneering spirit of Canon’s Gießen factory to the role of remanufacturing and refurbishment in the B2B printer sector. We learned that quality, scalability, and internal alignment are key to building trust and turning reuse into a real business model.
What impressed us most was how Canon managed to establish industrial remanufacturing at the highest level — with certified standards, strong commitment, and clear economic value. A textbook example of reuse as part of corporate strategy, not just greenwashing.
Our Learnings and Key Takeaways
🏭 Quality is the game changer
Canon relies on industrial remanufacturing processes that meet the highest standards. The Gießen factory is BSI-certified, uses 90% reused parts, and delivers devices with 40% lower CO2 emissions. Without uncompromising quality, there’s no trust in reuse.
♻️ Standardization and scalability are crucial
Canon draws a clear line between standardized remanufacturing (for a few models, centrally in Gießen) and flexible refurbishment (decentralized with partners). This enables scaling without sacrificing quality.
📊 Data builds trust inside and out
More than 50,000 remanufactured devices in Europe, clear KPIs on material savings and CO2 reduction — Canon convinces customers and sales teams with facts, not buzzwords.
🌱 Business model and circularity go hand in hand
Leasing, services, and take-back programs secure the return flow of used devices. Without control over returns, sustainable remanufacturing isn’t possible.
🌍 Regulation as opportunity (and challenge)
In countries like Spain and France, reuse is mandatory in public procurement. Germany is lagging behind — but change is coming. Canon is already positioning itself.
🔩 Design for remanufacturing is essential
Only products that are modular and IT-security upgradable can enable long-term remanufacturing. Canon works closely with product development to achieve this.
🧠 Reuse needs broad anchoring
From top management to sales to production — Canon shows that reuse is a team sport. Sales targets for reuse products and close coordination with Canon Inc. make it possible.
🏆 Trust pays off
And let’s not forget: Canon’s 2023 German Sustainability Award recognizes exactly this commitment — remanufacturing as a differentiator and value driver.
5 Personal Questions for Thomas Wagner
Once again, we wanted to know: Who’s behind all the strategies, processes, and impact numbers? Five quick questions, five honest answers.
1️⃣ Aside from Canon, is there a company you think really gets it?
→ Patagonia.
A corporate that keeps questioning itself, from childcare to material innovation — and puts real impact ahead of profit.
2️⃣ What won’t work anymore in your industry five years from now?
→ Net Zero.
A term that moves a lot, but often breeds mistrust. What matters is what’s behind it — not the label.
3️⃣ What will no longer work in your industry in five years?
→ Only offering new products in public procurement.
Reuse will (and must!) become standard, especially in public tenders. EU-wide rules are on the horizon.
4️⃣ What tool or app do you absolutely rely on in your daily life?
→ OneNote.
“If I didn’t have that, I wouldn’t do an office job.”
5️⃣ What sparks new ideas for you?
→ Being outdoors: walking, hiking, gravel rides.
And podcasts, but more for politics than for new business ideas.
🎧 Curious to hear more? Check out the full episode of The Reuse Playbook here: Listen now
