As sustainability becomes a central focus across industries, the signage sector is undergoing its own transformation, where environmental responsibility and thoughtful design go hand in hand. At the forefront of this movement is Erik Sørensen Ruiz, Sustainability & Global Partnerships Manager at Modulex, who brings technical expertise and personal passion.
“My interest in sustainability started with my love for nature,” Erik shares. “But I realised I could make a living from it—especially when I started working hands-on with materials at Modulex’s flagship factory in Billund, Denmark. That’s where I can make real changes and help clients understand the technical stories behind our materials.”
Rethinking Sustainability: Beyond Materials
While material selection remains a cornerstone of sustainable signage, Erik emphasises that the concept has evolved significantly. “Sustainability is no longer just about environmental impact; it now includes social justice and governance,” he explains. In practical terms, signage should be inclusive, respectful, and designed with users of all capabilities in mind.
Equally important is governance, which takes full ownership of the supply chain, ensures ethical sourcing, and promotes a circular economy. Erik believes sustainable signage must reflect responsibility at every level, from concept and design to sourcing and end-of-life solutions.
The Role of Materials in a Circular Future
Despite this broader approach, the environmental footprint of materials remains critical. “Some of these materials can last thousands of years,” Erik notes. “Choosing the right one is not just important; it’s imperative.” Materials like Etronit and GreenBond™, both FSC and PFC certified, contain post-consumer recycled content and are sourced sustainably.
Green Cast®, a recycled acrylic, stands out for its ability to be recycled indefinitely. Erik explains that what makes these materials truly valuable is transparency, the ability to trace their origins and understand their lifecycle.
Still, there’s a lingering perception that recycled or upcycled materials compromise quality. “It’s partly true due to downcycling,” Erik admits, “but we’ve seen great progress. Many recycled materials now meet high standards for one or two life cycles.” He also highlights strategies like repairing, refurbishing, and upcycling to extend a product’s usable life and reduce waste.
Green Cast®–Signage material made from 100% recycled acrylic
Designing for Longevity and Impact
A sustainable product isn’t just about what it’s made of; it’s also about how it’s designed. Erik strongly advocates for circular design principles, prioritising repairability, modularity, and take-back programs. “It’s about designing with intention,” he says. “Creating systems that allow materials to be reused or remanufactured instead of thrown away.”
These thoughtful approaches help avoid planned obsolescence and enable long-term flexibility, which brings unexpected benefits. “Yes, the initial cost may be higher,” Erik explains, “but sustainable options improve indoor air quality, offer better end-of-life scenarios, and reduce overall replacement costs. In the long run, they’re more affordable.”
Performance in the Real World and What’s Next
One key concern around eco-friendly materials is durability, especially in high-traffic or outdoor environments. Erik is clear: “Most perform just as well as traditional materials. Though some, like hemp-based products, aren’t ideal for outdoor use due to water resistance issues.”
Looking ahead, Erik is excited by both cutting-edge and low-tech solutions. “Bio-options for 3D printing and stronger recovery programs are interesting, but sometimes the best choices are simple, like bamboo. It’s fast-growing, sustainable, and doesn’t require high-tech processes.”
Connecting Clients to Purpose
Helping clients understand the value of sustainable signage is integral to the process. Erik finds the most effective strategy is to involve them early. “If signage planning is integrated into the broader sustainability strategy from the start, it’s much more impactful,” he says. Aligning decisions with existing certifications or corporate values helps ensure signage isn’t an afterthought but a meaningful expression of the client’s purpose.
A Vision for What Comes Next
Erik envisions a future of sustainable signage built on three pillars: breakthrough materials, increased inclusivity through design and technology, and total supply chain transparency. “Imagine signage programs that are carbon-neutral and fully traceable, where you know every step, every source, every worker involved,” he says.
With leaders like Erik driving innovation and accountability, the signage industry is poised to make lasting contributions to a more sustainable and inclusive world.
