Talking about sustainability in business is easy, but actually making it happen is another story. What was once a box to check off in annual reports or a marketing talking point has evolved into a core focus that drives daily operations. At its heart, sustainability is a noble goal—but the reality is that many businesses still struggle to make real, lasting progress. Without embracing technology as a central part of their sustainability strategy, they’ll keep falling short.
Energy management is a prime example. For years, businesses have set vague energy-saving goals and hoped they would achieve them. But energy use isn’t a one-size-fits-all issue; it’s complex and constantly shifting. To get a real handle on this, companies must leverage advanced technology to monitor energy consumption in real time. Smart systems now allow businesses to track usage minute by minute, spot inefficiencies instantly, and adjust operations on the fly. It’s not about waiting for a report or quarterly review to show how much energy was wasted—it’s about fixing the problem as soon as it happens.
What’s even more exciting is the potential for predictive technology. In the past, sustainability efforts have often been reactive—companies respond to problems as they arise. But with AI and IoT, businesses can predict what’s coming next, flag potential inefficiencies before they happen, and act ahead of time. It’s transformative for operations teams to be able to forecast energy needs, water usage, or waste ahead of time. This shift from reactive to proactive is the future of sustainable business.
For businesses, the implications are huge. Technology allows companies to reduce waste, lower costs, and become more efficient. And it’s not just about saving money; there’s a massive consumer demand for companies to take responsibility for their environmental impact. More than ever, consumers want to support businesses that align with their values—especially when it comes to the planet. Companies that use technology to make their operations greener stand out. Those that don’t risk falling behind. But the tough part is that there’s still a lot of hesitation as many businesses still see sustainability as a nice-to-have, something they’ll get around to when the time is right. It’s often regarded as high cost, requiring massive investments, or diverting their focus from other areas of priority. But the reality is that sustainability, when integrated properly, can save businesses money.
Energy-efficient buildings, waste reduction, smarter logistics—it all adds up. And the long-term benefits far outweigh any upfront costs. The companies that are already embracing these technologies are proving that sustainability and profitability don’t have to be at odds. In fact, they can work hand in hand. Technology isn’t a luxury or a side project—it’s the driving force behind how businesses will operate in the future. If we want to build a sustainable world, businesses have to start thinking bigger than just energy-saving initiatives—they need to embrace tech as the solution.
While technology undoubtedly offers powerful solutions, there’s another critical element to consider: leadership. Technology alone can’t drive sustainability—it’s the mindset and vision of business leaders that set the tone. Leaders must prioritise sustainability not just as an operational strategy but as a fundamental part of their corporate culture. Forward-thinking leaders understand that sustainability isn’t something to fear—it’s a responsibility and an opportunity to innovate. They are the ones who recognise that embracing new technologies, even when they come with initial challenges, is a necessary investment in the company’s future. The responsibility lies in their hands to shift the focus from short-term gains to long-term sustainable practices, and this kind of leadership will determine which businesses thrive in the future.
Moreover, businesses must be willing to collaborate—not just internally, but across industries. Sustainability is a collective effort. While technology can drive individual progress, no company operates in a vacuum, and global challenges require global solutions. Companies that foster partnerships and share best practices can accelerate their sustainability efforts and learn from each other’s successes and setbacks. This collaborative spirit, combined with technological innovation, is what will truly move the needle and drive lasting change. Without these efforts, companies may only achieve superficial gains, missing the bigger picture of long-term environmental stewardship.
The question now is, who will lead the way? The tools are available, and the benefits are clear. It’s time for businesses to stop treating sustainability as a checkbox to tick off and start seeing it as an essential part of the way they operate. Because the truth is, if we don’t use technology to drive real change, there would be no hope for a better, liveable future.
Written by: Hyther Nizam, President Middle East and Africa (MEA) & VP of Products, Zoho