Channel Partners Navigate Sustainability Challenges Amid Geopolitical Headwinds

As sustainability moves from a buzzword to a business imperative, technology partners are recalibrating their strategies to balance profit, purpose, and performance. Omdia’s latest research reveals how the channel is adapting amid global uncertainty - where environmental and social responsibility are increasingly linked to business resilience. 

The technology channel's sustainability journey continues to evolve, but 2025 brings new complexities that are reshaping how partners approach environmental and social responsibility initiatives. 

Resilience despite rising tensions 

Our latest Global Sustainable Ecosystems Survey reveals a channel ecosystem that remains committed to sustainability progress, even as external pressures mount. While 49% of partners identify geopolitical contention over ESG as the biggest threat to industry-wide sustainability progress, the channel demonstrates remarkable resilience. 

Despite the geopolitical divisions defining 2025, most partners remain committed and see the value of sustainability for their business. Amid market uncertainty and reduced hype, the priority is now embedding sustainability within business operations and using it to drive financial resilience. 

The circular economy opportunity 

One of the most encouraging findings centers on circular IT solutions. Partners report growing customer demand for refurbished hardware, with 40% seeing increased demand over the past 12 months. This shift represents a tangible business opportunity where environmental responsibility aligns with revenue generation. 

In a related question about the most in-demand sustainability solutions partners offer, the data shows customers are most interested in: 

• Refurbished devices (38%)
• Device recycling and data wiping (37%)
• Device-as-a-Service models (31%)

 AI's measured impact 

Contrary to concerns that artificial intelligence might overshadow sustainability priorities, 52% of partners report that AI hasn't affected their customers' sustainability focus. The channel is seeing that sustainability and AI can co-exist, despite the obvious industry-wide concerns about AI's power and water usage. In the coming years, sustainability-focused channel partners will help customers to navigate the complexities of the relationship between AI and sustainability. 

Vendor expectations evolve 

Despite changing conversations about the role of sustainability and ESG in the IT sector, Omdia's findings highlight the channel's resilience. Partners are seeing clear opportunities to deliver solutions that combine environmental sustainability with financial sustainability, including circular IT products and services, as well as solutions that drive energy efficiency, which is now a critical issue in the AI era. Amid hardships, partners are moving beyond the sustainability hype, integrating sustainability as a driver of both business resilience and opportunity. 

Looking ahead 

The channel's sustainability journey reflects broader market dynamics where environmental responsibility must demonstrate clear business value. Partners are seeking solutions that deliver both environmental impact and financial returns—a pragmatic approach that may prove more sustainable than purely values-driven initiatives. 

The complete findings from our 2025 Global Sustainable Ecosystems Survey provide deeper insights into how 258 channel partners across 48 markets are navigating the intersection of business growth and environmental responsibility. 

About the Research: The 2025 Global Sustainable Ecosystems Survey (part of the Omdia Sustainable Ecosystems Intelligence Service) was conducted between April and July 2025. It captures insights from channel partners across 48 markets, including resellers, systems integrators, service providers, MSPs, and distributors worldwide.