Why sustainability, digitalisation and people are central to ERA Convention

ERA has chosen to put sustainability, digitalisation and people at the centre of its 2026 Convention because these are now some of the main factors shaping the future of the equipment rental industry.

The programme makes clear that this is not a theoretical discussion. On sustainability, the focus is on equipment rental contribution to the circular economy. Rental supports better use of equipment, longer asset life, and more efficient use of resources. At a time when customers and policymakers are paying more attention to these issues, it makes sense for ERA to highlight the role equipment rental can play.

Digitalisation is equally relevant. Equipment rental businesses are becoming more data-driven, and digital tools are increasingly linked to fleet management, planning, asset tracking, maintenance and customer service. For many companies, this is now about improving efficiency and staying competitive rather than simply adopting new technology.

European Rental Convention 2022 Sustainability Workshop. (Photo: ERA)

The people theme

The people theme is just as important: we firmly believe that people, even more than equipment, are the real asset of our industry. The Convention will address labour scarcity, attracting and retaining talent, and the expectations of younger generations entering the sector.

This is a real issue for rental companies across Europe, particularly as the industry needs more technical skills and new capabilities to support both sustainability and digital change.

These three themes - sustainability, digitalisation and people - also work together. Sustainability goals often require better data and smarter systems. Digital progress depends on having the right people and skills in place. And without the right workforce, neither transition can move forward.

Additionally, young generations are more attracted by industries that are sustainable and digital, so it is also a way of attracting and retaining people.

One of the working group meetings underway during the 2023 ERA Convention. (Photo: ERA and Maurice Vinken - www.kleurstof.eu)

The choice of these themes also says something about how far the industry has come over the past 20 years. When ERA was created, sustainability was not yet a central business priority; digitalisation was not reshaping operations in the way it is today, and people-related challenges were far less prominent.

By putting these issues at the centre of the Convention, ERA is also showing how the equipment rental industry has evolved and how its priorities have changed over time.

In that sense, ERA’s choice is a practical one. Sustainability, digitalisation and people are not side topics for the rental sector. They are now core business issues.