Sustainability
THE CHANNEL’S GREEN REVOLUTION
Sarwar Khan, sustainability director at BT
T
echnological developments such as the shiſt to all-IP networks, along with the increased use of 5G, IoT and AI, are poised to change
everything. Sustainability is a huge part of the conversation. 40 per cent of resellers and a third of customers
agree that sustainability is a top priority. Terefore, channel partners have an opportunity to drive growth and assume a leading position by embedding sustainability. By collaborating with vendors and end-users, they can offer low-carbon solutions, implement sustainable policies, and ensure compliance with sustainability regulations at all levels. However, while it is essential to pivot towards greener strategies,
channel companies must treat sustainability as a long-term commitment rather than just a ‘nice to have’. Ultimately, the channel must adopt strategies that will lead to tangible change in the future. Quick fixes may yield immediate success, but they are unlikely to be scalable and ensure long-term sustainability. Tere are also commercial benefits to consider. With an
increasing focus on ESG credentials, those in the channel who prioritise sustainability will become more attractive to customers seeking sustainable products and services. In fact, almost a third of end-users will not buy from certain brands due to sustainability- related concerns. Channel companies must therefore take their sustainability journey seriously to maintain a competitive edge. Tey should
26 | January/February 2025
take advantage of the current momentum and implement plans now for a more sustainable future that will stand the test of time.
Building on a solid foundation of data Many channel companies are unsure where to begin when it comes to sustainability. Comprehensive data is essential for assessing the environmental and social impact of a company’s operations across its entire value chain. A data- driven approach allows businesses to pinpoint
specific areas for improvement, allocate resources effectively, and implement targeted sustainability strategies. Channel companies therefore need access to high-quality data
from their third-party suppliers to ensure that everyone across the value chain meets their sustainability targets. To achieve this, partners should collaborate with vendors who are experienced, innovative, and, importantly, share a similar commitment to sustainability. Without access to this data, businesses may encounter significant knowledge gaps, which can either hinder their ability to improve their sustainability efforts or lead to decisions made without proper evidence or context. More broadly, insufficient data can make it difficult for vendors, resellers, and service providers to fully understand their supply chain and manage their Scope 3 emissions effectively.
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