SUSTAINABILITY IN TECH: EXPLORING THE KEY TRENDS

Sustainability isn’t a buzzword anymore – it’s business-critical. That was the key takeaway from the CRN Sustainability in Tech Summit, held at BAFTA in London on 13th February. Industry leaders, including IT Asset Disposition (ITAD) organisations, vendors and distributors like Westcoast, came together to discuss the future of sustainable tech. 

“Sustainability is the business opportunity of the 21st century! ” Roger Whittle, Founder & CEO of Jigsaw24, observed – and there was plenty of discussion in the room that confirmed this. So from the growing demand for refurbished devices to the responsible use of AI, here are the six big trends shaping a greener, more profitable tech industry.

28% of all global consumption since 1900 was in the last six years. Meanwhile, 85% of a tech product’s environmental impact happens before it even reaches the customer. 

Regulations are tightening too, with new EU directives demanding product-level environmental data. And with corporate PC refresh cycles setting carbon footprints for the next five years, businesses need to make sustainable choices now to ensure long-term success.

As noted by Grant Hoffman, Senior Vice President at HP, “Sustainability is no longer a ‘nice to have’.” Sustainability services are going to be an important differentiator in the channel, with those who offer them standing ahead of the competition and bolstering customer satisfaction. Andrea Bowyer, Westcoast’s Sustainability Lead, echoed this sentiment, “Revenue is great for our partners and the sustainability service is key for the end user!”

The numbers don’t lie. Nathaniel Comer, CEO & Founder of Sun Screen IT Group explained that manufacturing a single laptop uses 190,000 litres of water, generates 400kg of CO₂ and consumes 1.8 tonnes of raw materials. So it’s no wonder that refurbished tech is gaining momentum as a way to cut e-waste while making devices more affordable. 

Nathaniel also observed, “85% of the impact is in manufacturing devices, and 15% is during the lifecycle.” This thought underpinned the importance of refurbishing devices to extend their lifecycles – something which allows businesses to significantly reduce their environmental impact. 

In the UK alone, refurbishing just 20% of laptops – around 1.2 to 1.3 million devices – could drive significant change. But making this work at scale means collaboration across the entire supply chain. The demand for refurbished devices is growing, and with the expectation that it will soon become a regulatory necessity, the industry needs to start delivering now. To meet this need, Grant Hoffman announced that HP would be bringing refurbished devices to the UK market in Spring 2025, joining another Westcoast vendor, Lenovo, who are already distributing refurbished devices to the channel. 

In today’s world, transparency matters, with businesses that are seen to be greenwashing sustainability efforts risking damaging their trust with customers. This pressure is driving a rise in ‘greenhushing’, where businesses downplay their sustainability efforts to avoid potential controversy. This is something Clare Parry-Jones, Computacenter’s Sales Enablement Director Europe, spoke about – noting the importance of ensuring that discussions around sustainability always cite correct, genuinely impactful and transparent data.

Some businesses are now obliged to provide accurate data on product carbon footprints, material sourcing and e-waste management. As Clare Parry-Jones discussed, “Even if EU regs aren’t impacting you/your business, it may be impacting your customers – so you need to be aware.” By demonstrating genuine impact, businesses can strengthen trust with customers, stay ahead of regulations and build a solid reputation.

AI is transforming the tech landscape, but right now it comes with a cost. Rich Kenny, Managing Director at Interact noted that AI currently accounts for 4% of global data centre usage, and that number could rise to 40% by 2030. But the industry’s obsession with speed often comes at the expense of efficiency, driving up energy and water consumption as a result.

However, it’s not all bad news as task-specific AI models offer a more sustainable way forward. By using AI strategically rather than indiscriminately, for example by utilising functional AI for specific goals, businesses can unlock its potential without ramping up their environmental footprint. 

Developments to improve data centre design and operation, including the use of low carbon concrete, better cooling through closed-loop (water) systems, efficient server utilisation, carbon-aware scheduling, and the use of renewable energy will all help to reduce AI's impact on the environment. 

5. Circularity in services: ITAD and trade-ins lead the way
As well as focusing on extending the life of technology and repurposing end of life devices, the circular economy highlights the importance of extracting and recycling precious resources – a process which is less costly to the environment than acquiring new ones. ITAD and trade-in services are gaining traction in this space, offering a win-win for sustainability and cost-effectiveness.

Nathaniel Comer shared a stark statistic: “80% of the world’s e-waste is uncontrolled.” At Westcoast, we’re leading the charge with services that help partners reduce e-waste while unlocking new revenue streams. From trade-ins to refurbished devices, the future of IT is looking more and more circular.

6. Innovation: Driving sustainability forward

Sustainable tech isn’t just good for the planet, it’s a smart business move. Roger Whittle noted that solar energy is on track to become the world’s primary power source by 2033, and in the UK, EVs already make up 20-30% of new car sales. 

As costs continue to fall and performance improves, sustainable energy, building materials and technology will become increasingly commonplace. Forward-thinking businesses will lead the charge, adopting innovative solutions that reduce their carbon footprint while providing a competitive edge in a rapidly evolving market. 

As the UK’s largest distributor, we help our partners make greener choices through trade-ins, refurbished devices and asset recycling. But for us, sustainability isn’t an add-on – it’s part of how we do business. From reducing plastic packaging in our warehouses to sourcing 71% of our electricity from renewables (with a target of 100% this year), we’re dedicated to making a real difference.

Together, we can drive a more sustainable future and unlock new opportunities along the way.

Ready to embrace sustainability?

Speak to your Account Manager today and explore how Westcoast’s sustainable services can support your business goals.