Sustainability


REGULATION TAKES THE LEAD ON


SUSTAINABILITY


Arjan Steenbergen, ESG Manager, Trust International, explains why regulation, and not good intentions, will finally move sustainability forward in the tech channel.


F


Arjan Steenbergen, ESG Manager, Trust International


or years, sustainability within the channel has largely been driven by good intentions – where brands share their values, discuss their


environmental commitments and set ambitious long- term goals. Yet, despite this, progress in achieving these goals is usually slow and frustratingly fragile. Te reality is that voluntary action alone is never enough to fundamentally change how products are designed, manufactured, sold or recycled. Terefore, those within the channel are seeing


a significant shiſt as global regulations are rapidly becoming the most important driver of real sustainability progress. In fact, it may be the only real way to create lasting and meaningful change within the channel. One of the biggest sustainability hurdles has


historically been the lack of a level playing field. Meaning that companies which genuinely invest in better materials, lower carbon footprints or more responsible sourcing oſten find themselves at a disadvantage. Typically, sustainable products and services can require a higher upfront investment, oſten resulting in higher prices. Meanwhile, competitors who undervalue the need for


24 | January/February 2026


sustainability – or worse, participate in greenwashing – can undercut them. Robust regulations change this dynamic. When


sustainability targets or requirements become mandatory, doing the ‘right thing’ is no longer a disadvantage. Instead, it’s the new normal. Organisations and channel partners are no longer punished for making responsible choices, with everyone expected to meet the same standards. Tis is especially important because of the clear


gap between what consumers and partners say they want versus what they do. Many claim to have strong environmental values, yet their purchasing decisions are still heavily driven by price, convenience and availability. Terefore, without regulation, sustainable products and services struggle to gain traction at scale. But with proper regulation, sustainability is embedded in the market, rather than relying on the choices of individuals. However, regulation only works if it is clear,


consistent and enforced. And setting ambitious EU-level goals without effective measures to reach them is wishful thinking. Terefore, companies need confidence in the legislative process, invest in making necessary changes early and act proactively.


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