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For the second year in a row, sustainability took center stage at ISE, as the AVIXA Sustainability Advisory Group hosted a dedicated session focused on turning ambition into action. Under the theme “Sustainability, from Seed to Strategy”, the panel discussion explored how organizations across the Pro AV ecosystem can move from first ideas to embedded, long-term practices.
Thomas Serbruyns, VP Strategic Initiatives and Sustainability at Barco and co-chair of the AVIXA Sustainability Advisory Group, joined the panel alongside Raymond Kent, ASTC, LEED AP BD+C, Principal Design Consultant at Harvey Marshall Berling Associates, and Carolina Sosa, CFO at Integración AV. The discussion was moderated by Kelly Bousman, SVP ESG and Sustainability at AVI-SPL and co-chair of the advisory group. Together, the panel represented manufacturers, integrators, consultants, and distributors from EMEA, the US, and Latin America.
The objective of the session was clear. Sustainability should be tangible and achievable, not only for large global players, but also for smaller organizations that are just starting their journey.
Ahead of ISE, the advisory group developed four new guidance papers for the AV industry. One paper outlines the Top 5 standards and regulations driving sustainability strategies today, including WEEE, EPR, CSRD, and upcoming ecodesign requirements.
The three additional Sustainability best practices guides are tailored to AV consultants, manufacturers, and system integrators. They offer hands-on advice for embedding sustainability into business models, day-to-day operations, and customer engagements, with a strong focus on practical application rather than theory. Together, these papers formed the foundation of the panel discussion. Click here to download the papers.
During the panel discussion, each speaker shared their own perspective on how organizations can get started and build momentum. Asked where to plant the first seed, Thomas Serbruyns emphasized that progress requires several actions to happen in parallel:
“You need to listen to understand what truly matters to your stakeholders, measure to turn intentions into concrete action, and bring the right people together. Sustainability is a team effort, and real change only happens when everyone is aligned.”
This pragmatic approach resonated strongly with the audience, especially for companies that may feel overwhelmed by the scope and complexity of sustainability requirements.
Beyond insights and discussion, the session reinforced a broader industry reality. Sustainability is increasingly becoming a license to do business, with growing importance in tenders and negotiations.
The strong turnout, open dialogue, and cross-industry collaboration confirmed that sustainability in Pro AV is moving beyond intent.
The AVIXA Sustainability Advisory Group was established by the AVIXA Board of Directors in 2023 to support the Pro AV industry in becoming more sustainable. It is an expert volunteer group that meets regularly to develop resources, share knowledge, and provide guidance to both the industry and AVIXA itself.
Thomas Serbruyns, VP Strategic Initiatives and Sustainability at Barco, co-chairs the group together with Kelly Bousman, SVP ESG and Sustainability at AVI-SPL. In this role, he helps shape the group’s direction, ensuring that sustainability guidance remains practical, relevant, and aligned with real-world industry challenges.
