Brother Launches Printer Trade-In Program to Combat E-Waste

Brother Launches Trade-In Campaign to Tackle E-Waste in Thailand

Brother Commercial (Thailand), a leading provider of printing solutions, has introduced a new trade-in campaign aimed at encouraging customers to exchange their old printers for the company’s latest devices. This initiative not only promotes the adoption of advanced technology but also addresses the growing concern of e-waste in the region.

The Thai printer market is experiencing steady growth, driven by increasing competition and evolving consumer expectations. These factors are pushing businesses to offer more value-driven and environmentally responsible innovations. According to Kittipong Kanokvilairat, general manager for sales and marketing at Brother Commercial (Thailand), the company is responding to these challenges with a focus on sustainability and customer satisfaction.

Thailand generates over 440,000 tonnes of e-waste annually, yet less than 1% of this waste is properly recycled. With more than 21 million households and over 800,000 new printers purchased each year, Brother sees an opportunity to transform obsolete devices into both business and environmental value.

To capitalize on this opportunity, the company launched the “Don’t let it rot — bring it in, we’ll take care of it!” campaign. This initiative invites customers to trade in their old A4-size paper printers, regardless of brand or model, in exchange for discounts of up to 2,000 baht when purchasing one of eight Brother printer models.

Running from September 1 to October 31, the campaign underscores Brother’s commitment to delivering tangible value across both business and environmental dimensions. Mr. Kittipong emphasized that the campaign aims to tackle Thailand's growing e-waste problem while reinforcing customer loyalty and long-term value.

This initiative aligns with the company’s broader "Brother All" strategy, which integrates business growth with environmental and customer-centric goals. The campaign targets all customer segments through a strategic product mix designed for home users, students, families, SMEs, and corporate professionals.

The eight models eligible for discounts include the DCP-T230, T430W, and T530DW, as well as models tailored for family and SME segments such as the DCP-T830DW and MFC-J2740DW. Additional models like the HL-L2460DW, MFC-L2805DW, and MFC-L3760CDW cater to corporate and professional users. Discounts range from 500 baht for entry-level models to 2,000 baht for high-end multifunction laser printers.

Mr. Kittipong explained that the "Value Upgrade" pricing strategy is designed to encourage repeat purchases and migration to higher-performance devices while attracting new customers to the Brother ecosystem. The company is also leveraging an omnichannel marketing approach, combining online and offline channels with influencer-led campaigns on platforms like Facebook, TikTok, and YouTube.

Brother is placing greater emphasis on business-to-customer engagement, especially among younger and urban consumers. The company is also using out-of-home media to increase awareness and broaden its reach.

“We expect more than 3,000 participants in the campaign over the two-month period, removing several tonnes of e-waste from circulation,” said Mr. Kittipong. He added that this campaign demonstrates how promotions can deliver measurable environmental impact alongside commercial success.

Teerawut Supapunpinyo, managing director of Brother Commercial (Thailand), noted that the campaign targets new customers and the replacement market. The e-waste collected will be handled properly by a third party specializing in electronics recycling.

Mr. Teerawut highlighted that the corporate and government markets continue to drive steady overall printer market growth due to digital transformation. However, the consumer market segment has seen a slight contraction.

Through this initiative, Brother is setting a strong example of how businesses can contribute to environmental sustainability while maintaining commercial success.