Sustainability has transcended its status as a peripheral initiative to become a core business strategy. According to OECD data, 91% of large companies already disclose sustainability information, meaning that partners' clients come to commercial conversations with established ESG goals and need help making them operational. Regulatory frameworks such as the European Sustainability Reporting Standards (ESRS) or the ISSB are converging toward greater disclosure requirements, turning the sustainability-specialized partner into a key advisor for corporate clients.

There is business to be had. Now, how can the channel develop it? That is the purpose of this analysis.

Real Business Opportunity

Salvador Cayón, Channel Director at HP Iberia, could not be clearer: “Technological sustainability has become a real business opportunity because companies are no longer just looking for technology: they are looking for partners that help them reduce costs, optimize resources, and advance their goals in this area.” In this context, Cayón recalls that models such as refurbishment, reuse, or extending device lifecycles allow for new services and more strategic, recurring relationships with clients. Not to mention that circular economy applied to technology drives a transformation of the channel toward as-a-service models, where the partner accompanies the client throughout the entire technology lifecycle, from installation to end-of-life. “This improves efficiency and reduces waste, and also provides differentiation in an increasingly competitive market,” he adds.

That is why Luis Pires, Vice President of Endpoint and Specialized Solutions at TD SYNNEX for Iberia, acknowledges that technological sustainability has ceased to be a statement of intent and has become a tangible business driver. “The circular economy is already a strategic lever that allows partners to create competitive advantage, unlock new service lines, and respond to market demands,” he admits.

Success Stories in the Channel

Everyone is already moving in this direction. HP recalls that initiatives like HP Amplify Impact have allowed 82% of participating partners to state that they increase their success rate in deals thanks to sustainability proposals. Likewise, 50% say they have won new clients due to their commitment to sustainability. And it is not the only manufacturer. Cisco offers the Cisco Environmental Sustainability Specialization, which equips partners with the tools to lead sustainability conversations with their clients: from migrating to cloud solutions to replacing equipment with more energy-efficient hardware. “Accredited partners gain access to the Cisco Sustainability Estimator, a tool that models the energy savings and emission reductions a client can achieve by modernizing their infrastructure,” explains María Guerra, Director of the Partner Organization at Cisco, via email to DEALERWORLD.

And not only manufacturers. Wholesalers like TD SYNNEX, through its Channel Academy, allow partners to access a sustainability training program, with modules covering everything from sustainability fundamentals to carbon management and sustainable data centers, providing them with the foundations and practical tools to advise their corporate clients with rigor and credibility. “This training support turns the partner into a trusted ESG consultant, not just a hardware reseller,” says Luis Pires.

The Role of the Distributor

Undoubtedly, distributors will play a strategic role because they will be the link between technological innovation and the real needs of companies. “Their function will evolve from product sales to comprehensive lifecycle management: maintenance, upgrades, reuse, buyback, and responsible recycling of equipment,” predicts Salvador Cayón. In his opinion, the channel will be key to helping organizations meet their sustainability goals without compromising security, productivity, or user experience. “More and more companies are looking for partners capable of combining operational efficiency, circularity, and cost optimization in a single value proposition,” he adds. Furthermore, Salvador Cayón believes that the circular economy will also drive new, more consultative and recurring client relationships, where the partner adds value not only through the technology they sell but also through how they help manage it more efficiently and sustainably.

Meanwhile, Josep Hilari, Marketing Director at Ingram Micro Iberia, believes that distributors are called to be the facilitators of the circular economy in the technology sector. “Our position between manufacturers, partners, and end customers allows us to coordinate and scale the processes of recovery, refurbishment, and recycling of equipment: we provide the logistical and operational capacity that makes them more efficient and accessible to the entire market,” he explains. And indeed, Hilari admits, “the circular economy is no longer just an environmental issue, but one of efficiency and intelligent use of resources.”

Market Readiness

Of course, the question now is: are manufacturers, wholesalers, and partners prepared to respond to the growing demand for refurbished and sustainable solutions? According to Context, Spain, Germany, France, Italy, and the UK recorded a 7% year-on-year increase in sales of refurbished devices in the fourth quarter of 2025, and in the UK market, sales of refurbished PCs doubled. Nevertheless, Luis Pires does not hesitate to admit that the market is maturing, albeit unevenly. That does not change the fact that “at TD SYNNEX, we are convinced that quality refurbishment represents a market with great potential.” Salvador Cayón also believes there is still room for evolution. “Manufacturers, wholesalers, and partners are increasingly aware that the demand for refurbished and sustainable solutions is no longer a passing trend, but a structural shift driven by economic, regulatory, and sustainability criteria,” he explains. However, he also acknowledges that in recent years we have seen a growing evolution toward circular economy models, technology lifecycle management, and sustainable design. Hence, “today, innovation already incorporates concepts such as durability, modularity, and ease of repair from the product's origin,” he continues. It follows that the great challenge now is both to have refurbished product available and to guarantee quality, traceability, security, and professional support. “That is where manufacturers and the channel will play a differentiating role: building trust and demonstrating that sustainability, innovation, and performance can go hand in hand,” argues the HP Iberia Channel Director. To which María Guerra adds an essential component for achieving this goal: training. “More than 800 partners worldwide have already obtained the Cisco Environmental Sustainability Specialization, with thousands of approved takeback operations and a projected 340% growth in returned equipment,” she cites as an example.

Keys to Extending Equipment Lifecycle

From his position as Marketing Director of Ingram Micro Spain, Josep Hilari determines that the channel can be a key player in providing trust and professionalism to IT equipment lifecycle management. “The foundation is a well-defined strategy: preventive maintenance, component and software upgrades, monitoring, and planned renewal to anticipate obsolescence before it becomes irreversible.” “When we assume our role as partners to companies —he specifies—, this process is simplified: we know their needs and where they are in the lifecycle, allowing us to extend the life of devices that are still valid and channel responsible recycling for those that have reached the end of their life.” Moreover, for this specialist, the key is to maximize the value of the client's technology investment without losing sight of the operational, regulatory, and security requirements of each moment.

Competitive Advantages for More Advanced Partners

At this point, María Guerra acknowledges that partners who specialize in technological sustainability today will be better positioned to capture a market that regulation and corporate pressure will make mandatory in the coming years. Thus, she highlights some advantages. One is access to a growing purchasing segment, as corporate and public procurement officers are incorporating circularity and carbon footprint criteria into their bidding processes. “The sustainability-accredited partner appears as a preferred option where before they only competed on price,” states the Director of the Partner Organization at Cisco Spain. Another advantage, according to María Guerra, is that lifecycle services —buyback, refurbishment, responsible disposal management— generate ongoing service contracts and build client loyalty beyond the hardware sale transaction. Finally, she highlights the readiness of these partners for the AI era. “With data center energy demand expected to nearly triple by 2030 due to the rise of AI workloads, clients will need partners that help them manage infrastructure efficiency, load, and resilience,” she concludes. And indeed, as Luis Pires argues, partners who take this step will be building a structural competitive advantage; they will have access to an expanding market with a clear trend toward premiumization; they diversify their income toward recurring, higher-value models; they can move away from the volatility of one-off hardware sales; and they become trusted advisors for clients with ESG goals, CSRD, and SBTi standards. “Furthermore, there is a very concrete opportunity in public administration and tenders: certified premium refurbished equipment, with official warranty and flexible support, meets the technical requirements of specifications at a very competitive cost, opening a business model that many partners are not yet taking advantage of,” he adds.

Hence, as Josep Hilari specifies to close this report, it is a long-term relationship that resembles a double lever: “A business opportunity for the Channel and a real contribution to more sustainable behaviors throughout the chain. Those who incorporate these capabilities not only open new recurring revenue streams but also position themselves as strategic advisors, with authority to lead client decisions on efficiency, innovation, and environmental responsibility.”

Original source: ComputerWorld. Analysis and adaptation by ForgeNEX.