Alex McMullan, CTO International at Pure Storage
Record-breaking heatwaves, debates over electric vehicles (EVs), and global summits like COP29 make one idea clear: the Sustainability conversation is no longer just a corporate checkbox- it’s a societal mandate, regardless of changing political winds. In 2025, much of the world will see unprecedented pressure to reconcile technological progress with environmental sustainability, though the United States is moving in the opposite direction, rolling back federal commitments. Yet, for most of the rest of the world, no industry, sector, or generation will be exempt from accountability.
Clean energy isn’t perfect—but it’s a start
Renewable energy is vital to curbing emissions, but even the “cleanest” solutions have flaws. Nuclear power offers low-carbon energy, yet it creates radioactive waste and carries a significant embedded carbon footprint in its infrastructure. The experimental nuclear reactor technologies being backed by Big Tech, which may overcome some of its issues, are a long way from becoming reality. Wind energy is renewable but leaves behind turbine blades that can’t be recycled and often end up in landfills.
While these imperfections fuel debates, they also highlight an important lesson: don’t let the pursuit of perfection block meaningful progress. We can acknowledge flaws and still make choices that significantly reduce our environmental impact because doing nothing isn’t an option.
What COP29’s “washout” teaches us
Last year’s COP29 summit in Baku was meant to inspire global progress on climate goals, but many stakeholders were left underwhelmed. The agreed-upon $300 billion annual funding for developing countries by 2035 pales in comparison to the $1.3 trillion they say they need. Furthermore, the summit failed to deliver actionable frameworks for industries to align with emissions reduction goals or implement sector-specific solutions. This glaring gap reflects a persistent lack of urgency and bold action.
For companies, this offers a lesson: clear, measurable deliverables—not vague aspirations—are key to progress and accountability. Sustainability isn’t about grand promises; it’s about grounded, actionable strategies that build trust.
Gen Z will hold us accountable
Gen Z is arguably the most environmentally informed and vocal generation. Their expectations for employers are clear: Sustainability actions must align with values. Deloitte’s 2024 Gen Z and Millennial Survey reveals that 44% of Gen Zs have rejected job offers over ethical misalignment, while 54% actively pressure employers to prioritise climate action.
Yes, they’re vocal, plugged in, and demand better from employers and governments. But they also expect older generations, now in positions of power, to take meaningful action. It’s critical to acknowledge that solving climate issues isn’t just their fight. This is a collective responsibility.
IT’s “easy pass” is running out
The IT sector, while a vital driver of innovation, is consuming a growing share of global electricity— this will potentially exceed 10% by 2030, according to estimates from the IEA, amongst others. Enerdata previously noted that ICT as a whole may have accounted for 9% of electricity use as early as 2018. So far, the industry has escaped scrutiny, passing responsibility and blaming energy demands on the expectations of others (both corporations and individuals). But these excuses won’t hold for long. As artificial intelligence and data processing needs surge, the IT industry must step up.
It’s time for the sector to educate users about the real costs of technological advances, from energy-intensive AI models to sprawling data centres. Beyond that, companies must adopt energy-efficient technologies, invest in renewable energy, and design for sustainability.
A world of limited resources
As the global population nears 10 billion, the assumption of infinite resources becomes dangerously outdated. Increased demands on power grids, driven by EVs and AI, highlight this looming crisis. Without action, resource shortages will trigger real-world consequences, forcing industries to confront inefficiencies head-on.
But it’s not all doom and gloom. With targeted investment in research, education, and resource optimisation, industries can adapt. Whether through designing tech that requires less energy, reducing wasteful practices, or educating the public on sustainable choices, there’s a path forward—which we must take.
What companies can do right now
To tackle these challenges, companies need to rethink their priorities:
- Invest in R&D: Drive innovations that enhance efficiency and sustainability, whilst building for the longer term future
- Educate for Impact: Help consumers and employees understand the long-term costs and consequences of their choices, both at work and at home
- Optimise Resources: Identify inefficiencies and eliminate waste across operations
The good news? Small, measurable steps today can move the needle while building resilience and setting the stage for a sustainable future. But we have to act now, because, eventually, the question won’t be, “What can we do?” It will be, “Why didn’t we?”
