‘Organisations are doubling down on substance over spin’: Eglon on Nebula’s third ESG Unwrapped report

The report doubles down on the potential of AI as an ESG enabler, with case studies from the likes of CDW, HP and others

Artificial intelligence is emerging as the key lever for channel firms to accelerate their ESG strategies, according to the latest ESG Unwrapped report from Nebula Global Services.

The report, Using the power of AI to drive your sustainability strategy, explores how partners are beginning to apply AI to fast-track reporting, cut emissions, and deliver measurable social impact.

The third in Nebula’s ESG Unwrapped series, it features perspectives from AI and sustainability specialists across the channel.

“There’s no doubt that AI is already being deployed by early adopters in the channel to help them fast-track their ESG goals,” said Richard Eglon, CMO at Nebula Global Services.

“However, it’s a minefield. With this report, we wanted to provide practical expert advice for channel firms on how to use AI strategically to deliver real ESG benefits.”

While use cases are still maturing, the report highlights examples ranging from shaping ESG strategy to optimising office space and boosting staff wellbeing.

It tackles the central dilemma: how businesses can use a technology with heavy energy and water demands to meet sustainability objectives.

“AI is already hyped up enough outside of the ESG environment,” Eglon added.

“Our goal with this report is to bring clarity. By showing where AI is genuinely helping partners and where caution is needed, we can help businesses take the right steps towards their ESG goals.”

The study also includes contributions from CDW, HP, Roc Technologies, Softcat, and others.

CDW’s sustainability and social value manager Jon Steggles said AI’s ability to model outcomes could prove transformational.

“Most companies will achieve more by using AI to help guide their strategy than they will impact the planet,” he said.

“But of course, there will be a tipping point, and that’s when we need to exercise more caution.”

HP’s sustainability manager for the UK, Ireland and EMEA, Nancy Powell, urged vendors to collaborate more closely.

“There is a growing opportunity for vendors to work together for the good of customers, the tech sector and the planet,” she said, pointing to the UN Sustainable Development Goals as a framework and AI as a potential enabler.

Speaking to CRN, Eglon argues that fears of a backslide in ESG are overstated.

“I wouldn’t characterise the past year as a backslide […] The rise of greenhushing, where companies deliberately under-communicate their sustainability achievements, reflects a growing caution around the E of ESG claims,” he says.

“Beneath the surface, many organisations are doubling down on substance over spin.”

He points to supply chain innovation, AI-driven efficiency, and social value initiatives as areas where the channel is showing progress.

“Vendors, distributors, and partners are increasingly sharing best practices, from energy-efficient logistics to circular economy models.

“That collaboration is helping raise the baseline across the ecosystem.”

Within Nebula’s own network, he says the “brightest spots are where purpose meets performance,” citing AI-powered carbon tracking for field engineers, community digital inclusion projects, and partners adopting frameworks like EcoVadis.

Internally, Nebula has also applied for EcoVadis certification and is embedding carbon tracking, social value reporting, and local volunteering into its ESG strategy.

“Rather than treating sustainability as a siloed function, we embed it across our operations and partner engagements,” Eglon says.

If you’re interested in the channel’s progress on ESG and sustainability, register to attend CRN’s Sustainability in Tech Summit, set to take place on 11 February 2026 in London. Register for your place here.