Modern office, hybrid & remote working
THE MODERN OFFICE IS GREEN
Sustainability is reshaping workplace design, and the shift is opening fresh commercial potential for channel partners as customers look for greener, more efficient display solutions, says Martin Kent, Territory Manager, HANNspree.
T
he definition of the modern office is shiſting, and with it comes a significant opportunity for the retail and channel market. Where
modern once meant performance, design, and price competitiveness, today it increasingly means something else entirely, with energy efficiency, user wellbeing, and sustainability now significant priorities. For resellers and retailers, this is more than a
trend; it is a change in buying behaviour that is already influencing purchasing decisions across both consumer and business segments. Customers are no longer simply asking “what does this device do?”, they are asking “what does it cost to run, how does it affect me, and is it better for the environment?” Importantly, many are willing to pay more for the right answer.
Value-led selling meets shifting buyer priorities Across retail and B2B channels alike, there is growing awareness of the hidden costs associated with everyday technology. Energy prices, hybrid working, and increased screen time have all played a role in bringing these considerations to the forefront. For home users and hybrid workers, device choice now directly
impacts personal energy bills. For small businesses, it affects operating costs. And for larger organisations, it feeds into broader ESG commitments. Tis shiſt is creating demand for products that deliver lower energy
consumption over time, improved comfort during prolonged use, and credible sustainability credentials. For the channel, this represents
22 | May/June 2026
a clear opportunity to move beyond price-led conversations and towards value-led selling.
The overlooked sales opportunity One category where this shiſt is particularly relevant is displays. Monitors and screen-based devices have traditionally been treated as commoditised products, oſten sold on size, resolution, or price point. Yet they are also one of the most frequently used and energy- dependent components in any workspace. As customers become more informed, top
requirements are beginning to change. Displays are now part of a wider conversation around energy usage in the home and office, user wellbeing, screen fatigue and long-term cost of ownership. Tese
conversations open doors to reposition displays from low-margin commodities to differentiated, higher-value solutions. What makes this shiſt commercially significant is that technology
is evolving to support it. A new generation of paper-like, transflective displays is entering the market, offering a fundamentally different approach to how screens operate. Instead of relying on constant backlighting, these displays use ambient light to produce images much like paper. Te result is a step change in efficiency, with dramatically lower power consumption alongside a more natural viewing experience. Historically, this type of technology was limited to niche use
cases. But an entirely new category is changing this, combining performance, sustainability, and user comfort in a way that traditional displays cannot. Full-colour, responsive performance means these
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