Sustainability in tech has evolved beyond corporate responsibility—it’s now a key driver of profitability and long-term success.
In 2025, sustainability is no longer just a buzzword in the tech industry—it’s a defining movement shaping innovation across every sector. As technology becomes ever more integral to our daily lives and global industries, one critical question emerges: Are we building a truly sustainable future?
With mounting pressure to reduce environmental impact, companies are rethinking how they design, produce, and implement technology. From energy-efficient data centers to eco-friendly supply chains, the intersection of tech and sustainability has never been more crucial. By prioritizing responsible innovation, businesses can harness technology’s full potential while ensuring a greener, more resilient world.
The challenges of green IT adoption
However, incorporating green technology into existing systems and infrastructure presents significant challenges.
Omar Akar, VP METCA region, Pure Storage, highlights one of the biggest hurdles: measurability. “If you can’t track it, you can’t improve it. From a business standpoint, if you can’t create convincing reports, you’re highly unlikely to get the budget you need to make green IT investments.”
He further emphasizes that many organizations lack visibility into their energy consumption. “Too many companies don’t know their power and cooling costs or how much energy their infrastructure actually consumes. Without that data, making meaningful environmental improvements is a shot in the dark.”
According to Akar, the key is an integrated, top-down approach to measurement and accountability. Businesses need clear visibility into their IT footprint—understanding what consumes the most energy, identifying opportunities to reduce emissions, and holding vendors accountable. “The good news is that tools exist to track, analyze, and optimize energy use. It’s time to move from guesswork to action.”
Kerrie Jordan, Group VP – Product Management at Epicor, believes that the decision itself to adopt green IT solutions may be the biggest challenge. With numerous solutions available, businesses must ensure they can seamlessly integrate sustainability metrics with their existing systems.
“I recommend clearly defining the problem you wish to solve and your expected business outcome so you can evaluate pre-integrated solutions from your current vendors or launch a new search,” she says. “For instance, you may need to comply with upcoming regulatory deadlines, respond to customer inquiries, or compete in carbon-conscious markets. Clearly defined initiatives will help map out existing data capabilities, allowing businesses to evaluate new green IT solutions more effectively.”
Overcoming regional challenges in sustainability
Elisabetta Baronio, Head of ESG at Khazna Data Centers, points out that in the Middle East, extreme climate conditions pose a significant hurdle to sustainability.
“The region’s high temperatures—regularly exceeding 40°C—create challenges for data center cooling. Efficient energy management in such an environment is complex, as cooling systems must work harder to offset external heat and maintain optimal operating temperatures for sensitive computing equipment.”
Additionally, high humidity levels and frequent dust storms necessitate robust filtration and environmental control systems, increasing energy consumption. “Managing these environmental factors without significantly increasing energy usage is a delicate balance, particularly for large-scale facilities like those in Khazna’s portfolio,” Baronio explains.
Sustainability as a business imperative
Sustainability initiatives have evolved beyond corporate social responsibility—they now directly impact profitability and long-term competitiveness. Investing in energy-efficient IT infrastructure not only reduces environmental impact but also cuts operational costs, particularly as energy prices continue to rise. Greater efficiency translates into higher profitability, making sustainability a smart business strategy.
“Beyond cost savings, sustainability is now a critical factor for investment,” says Steven Kenny, Architect and Engineering Program Manager – EMEA at Axis Communications. “Companies looking to attract funding must demonstrate a commitment to environmental responsibility, as investors increasingly prioritize businesses with strong ESG credentials. Organizations that fail to adapt risk losing access to capital and falling behind competitors who align with sustainability-driven market trends.”
Kenny also notes that sectors like multi-tenant data centers and corporate real estate are already seeing direct financial benefits from sustainability initiatives. “More energy-efficient facilities can charge higher rents, attract premium tenants, and enhance their market appeal. In today’s competitive landscape, sustainability isn’t just a differentiator—it’s a driver of long-term financial success.”
Hany Mosbeh, Senior Vice President – MEA & APAC at JAGGAER, echoes this sentiment: sustainability is becoming a business necessity. “With new regulations on the horizon, particularly in the EU, companies that fail to prioritize ESG risk penalties, reputational damage, and even losing market access. But for those that get it right, the rewards are huge.”
“By embedding sustainability into procurement, businesses don’t just stay compliant—they build trust, strengthen brand loyalty, and gain a competitive edge,” Mosbeh adds. “In the long run, sustainable operations aren’t just about doing good; they’re about staying relevant, resilient, and profitable.”
Green IT innovations
The landscape of eco-friendly hardware and software is evolving rapidly. Companies like NVIDIA and Intel are rolling out energy-efficient processors that deliver high performance with reduced power consumption. AI-driven liquid cooling systems are making data centers far more energy-efficient.
“On the software side, cloud-native solutions are becoming more advanced, allowing businesses to optimize workloads dynamically and reduce energy waste,” says Fadi Kanafani, General Manager – Middle East at SoftServe. “AI is also playing a crucial role in real-time energy tracking and optimization, helping businesses predict and adjust their consumption to reduce unnecessary waste.”
Khazna Data Centers is exploring Direct Liquid Cooling (DLC) to enhance energy efficiency in its facilities. “DLC circulates liquid coolant directly over heat-generating components like CPUs and GPUs, efficiently dissipating heat. This is particularly beneficial for high-performance computing workloads, such as AI and machine learning,” says Baronio.
Additionally, Khazna is adopting Adiabatic Free Cooling, which utilizes ambient air to cool equipment whenever possible. “This approach enables us to use 70% less energy than traditional cooling systems,” Baronio notes.
Beyond hardware advancements, manufacturers are shifting toward sustainable materials. IT companies are incorporating recycled and biodegradable components in their products, reducing e-waste and environmental impact. “This shift aligns with increasing regulatory and consumer demand for greener technology solutions,” says Kenny from Axis.
Software development is also seeing a shift toward green coding, where developers optimize code to reduce unnecessary computational overhead. “By streamlining software and improving efficiency, applications require less processing power, leading to lower energy consumption across IT environments,” Kenny explains.
Preparing for a future of sustainability regulations
With Net Zero goals set by regional governments—UAE, Qatar, and Oman targeting 2050, and Saudi Arabia aiming for 2060—it’s inevitable that sustainability regulations will follow. While companies recognize the need for action, many are still unprepared for the regulatory landscape ahead.
“Our research shows that while 70% of businesses have pledged to be net zero by 2030 or sooner, only 51% are on track,” Akar from Pure Storage reveals. “The ambition is there, but execution is falling short.”
According to Akar, the biggest challenge is knowing where to start. “Closing this gap requires turning commitment into action—measuring impact, optimizing IT infrastructure, and holding partners accountable. The clock is ticking, and businesses that get ahead of regulations now will be in the strongest position when sustainability moves from goal to mandate.”
The future of technology and sustainability are deeply intertwined. The companies that embrace green IT, measure their environmental impact, and innovate responsibly will not only lead the charge in sustainability but also gain a competitive edge in an evolving business landscape.
