Sustainability in Tech

Sustainability efforts aren’t just a responsibility for governments or large institutions. It’s something every company should be thinking about, especially those in the tech space. In 2024, McKinsey reported that more than 3,200 of their consultants worked on 1,640 sustainability-related engagements with 720 clients across 58 countries. This highlights just how widespread and prioritized sustainability has become across industries, including tech.

For B2B tech companies in particular, it’s time to build a clear, intentional narrative around sustainability. This matters right now more than ever because so many emerging technologies have real environmental consequences. Take AI, for example. Training large language models (LLMs) requires massive computing power, which drives up electricity use and water consumption in data centers. That means more emissions, more strain on resources, and more pressure on the climate.

It’s important to note that sustainability isn’t just a trend. It’s a long-term brand narrative and a core business mindset. Being transparent about your sustainability efforts isn’t just the right thing to do; it’s also a powerful communications tool for stakeholders, media, and customers who are paying attention.

In this blog, we’ll break down how tech companies can craft and communicate sustainability efforts in a way that’s honest, strategic, and impactful.

Why Tech Companies Should Care About Sustainability

Stakeholder expectations are rising. Investors, customers, and partners are demanding transparency and accountability. Environmental, Social, and Governance (ESG), credentials are now influencing everything from funding rounds to sourcing decisions. Companies that prioritize sustainability are the ones attracting the right kind of attention — especially from people who care about values, not just value. That’s how long-term loyalty is built.

It’s also hard to ignore the fact that regulations are tightening. From the EU’s Corporate Sustainability Reporting Directive (CSRD) to the SEC’s climate disclosure rules in the U.S., regulatory frameworks are evolving quickly. Companies that proactively adopt sustainable practices will be better equipped to meet these standards and avoid the reputational risks of non-compliance.

Sustainability as a Communications Opportunity

Sustainability isn’t just about compliance. It’s also a powerful storytelling tool. For B2B tech companies — especially those in emerging sectors like SaaS, infrastructure, and climate tech — sustainability can shape brand identity and drive long-term growth.

Benefits of a strong sustainability narrative:

• Builds trust and loyalty with stakeholders
• Attracts media attention and thought leadership opportunities
• Strengthens internal culture by aligning teams around shared values
• Positions the company as a forward-thinking industry leader

Crafting a Credible Sustainability Story

Communicating sustainability isn’t about being perfect. It’s about being intentional. The most effective stories are the ones that are honest and aligned with your business. Here’s how to approach it with clarity and credibility:

• Be transparent, not perfect. Share your goals, acknowledge your starting point, and be honest about your progress.
• Tie it to your business. Connect sustainability to your product or operations. Show how it aligns with your mission and business model.
• Use data thoughtfully. Metrics matter, but authenticity matters more. Use data to support your story.
• Distribute your message through media, thought leadership, customer communications, and internal branding.
• Involve leadership. When executives advocate for sustainability, it boosts credibility and sets the tone for company culture.

Mistakes to Avoid

Even with the best intentions, sustainability messaging can fall flat if it’s not handled carefully. The goal isn’t to be the most sustainable company overnight. It’s about building credibility and showing that your company is actively taking sustainability seriously. Here are a few common mistakes to avoid in your communications:

• Greenwashing. Avoid vague terms like “eco-friendly” without proof. Back up your claims with real actions and data.
• Overpromising. Don’t claim you’ll be net zero next year if that’s not realistic. Set achievable goals and communicate them clearly.
• Staying quiet. Thinking your company is “too small to matter” is a missed opportunity. If you don’t tell your story, someone else will.

Sustainability isn’t a trend. It’s a business mindset. For tech companies, now is the time to define what that looks like for you. Owning your sustainability story builds brand value, earns trust, and helps you stay ahead of what’s coming next, from growth to regulation.

Start where you are. Whether that means setting goals, being more transparent, or simply starting the conversation internally, take the first step. The sooner you implement your sustainability efforts in communications, the more real and impactful your narrative becomes.