Record-breaking heatwaves, debates over EVs, and global summits like COP29 (however underwhelming), make one thing 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 and 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. 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 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.

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. 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.

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. 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 AI 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.

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?”

Alex McMullan

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On sustainability, vague ambitions will not wash