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The recent pledge by Microsoft to become carbon negative by 2030 was a significant public boost to the cause of sustainability. As was the software giant’s commitment to “remove from the environment all the carbon the company has emitted either directly or by electrical consumption” since it was founded in 1975. But the vendor’s statement that achieving the target would include cutting carbon emissions by more than half for its “entire supply and value chain” is also likely to focus attention on the role Microsoft expects channel partners to play in achieving its sustainability goals. It gives rise to a number of questions which could have potentially far-reaching effects on the relationships partners have with their customers, distributors and vendors. With sustainability moving up the agenda, what should channel partners do to help customers make informed choices on the environmental impact of the technology they adopt? Will there be an expectation on channel businesses to include sustainability as one of the factors in their ...