Green Tech on the Rise in META and Europe
Green Tech adoption is accelerating in META and Europe, driven by eco-labels, carbon footprint standards, and growing demand for sustainable and refurbished IT products.
The integration of sustainable practices within the technology sector is transitioning from a niche concern to a fundamental requirement, driven by shifting consumer demand and stringent procurement policies. This evolution is particularly evident across the META region and Europe, as observed by CONTEXT, where eco-labels and product carbon footprint are emerging as key metrics for assessing the environmental impact of technology.
The rising demand for sustainable technology
Consumer behaviour indicates a growing preference for eco-friendly products. This sentiment is mirrored in procurement preferences across the META region. For instance, Majid Al Futtaim prioritises suppliers using 'Energy Star rated or equivalent' energy-efficient equipment, while the University of Sharjah has integrated EPEAT certified computers into its sustainability objectives. Furthermore, the UAE Ministry of Finance's Sustainable Digital Services (IT) Guideline mandates the adoption of green procurement standards, advocating for IT equipment with eco-label certifications such as Energy Star, EPEAT, or TCO Certified, and requiring vendors to implement take-back programmes for end-of-life products.
Measuring sustainability in technology: Key eco-labels
Several eco-labels provide benchmarks for measuring sustainability in technology, each with distinct criteria: Energy Star: This certification focuses on energy efficiency, ensuring devices consume less power (25% to 40% less) during operation and sleep mode compared to non-certified alternatives. Certified PCs must meet minimum power supply unit efficiency requirements, with typical energy consumption (TEC) measuring a product's estimated annual electricity use.
This certification focuses on energy efficiency, ensuring devices consume less power (25% to 40% less) during operation and sleep mode compared to non-certified alternatives. Certified PCs must meet minimum power supply unit efficiency requirements, with typical energy consumption (TEC) measuring a product's estimated annual electricity use. EPEAT (Electronic Product Environmental Assessment Tool): EPEAT offers a comprehensive approach to environmental, social, and governance (ESG) criteria based on the IEEE 1680.1 Standard. Beyond energy efficiency, it evaluates material selection, product circularity, repairability, and corporate ESG performance. Products are tiered Bronze, Silver, or Gold based on adherence to compulsory and optional criteria. EPEAT Gold signifies that products meet over 75% of the optional criteria, in addition to all required criteria.
EPEAT offers a comprehensive approach to environmental, social, and governance (ESG) criteria based on the IEEE 1680.1 Standard. Beyond energy efficiency, it evaluates material selection, product circularity, repairability, and corporate ESG performance. Products are tiered Bronze, Silver, or Gold based on adherence to compulsory and optional criteria. EPEAT Gold signifies that products meet over 75% of the optional criteria, in addition to all required criteria. TCO Certified: This certification employs a broad approach to ESG criteria, with all criteria being compulsory. It addresses hazardous substance elimination, the percentage of post-consumer recycled plastics used, spare parts availability, repairability, and fair labour practices. TCO Certified also aligns with Energy Star on energy requirements and includes product carbon footprint (PCF) reporting.
Adoption rates across META and Europe
The adoption of sustainable technology varies across regions, as indicated by CONTEXT's data: Saudi Arabia: In 2025-Q1, 90% of PCs sold through Saudi Arabian distribution channels held an EPEAT Gold certification, a significant increase from 43% in 2023. This indicates a strong commitment from both vendors and customers towards sustainable practices. Additionally, 56% of notebooks sold in Saudi Arabia in 2025-Q1 were TCO Certified. The product mix in Saudi Arabia features newer models on average, which typically possess better ESG ratings and certifications.
In 2025-Q1, 90% of PCs sold through Saudi Arabian distribution channels held an EPEAT Gold certification, a significant increase from 43% in 2023. This indicates a strong commitment from both vendors and customers towards sustainable practices. Additionally, 56% of notebooks sold in Saudi Arabia in 2025-Q1 were TCO Certified. The product mix in Saudi Arabia features newer models on average, which typically possess better ESG ratings and certifications. UAE: In 2025-Q1, 80% of notebooks sold in UAE distribution channels had EPEAT ratings, with 45% being Gold and 33% Silver. However, only 14% of notebooks sold in the UAE were TCO Certified during the same period. The UAE's product mix is more diverse than Saudi Arabia's, with a higher proportion of sales from lower price bands.
In 2025-Q1, 80% of notebooks sold in UAE distribution channels had EPEAT ratings, with 45% being Gold and 33% Silver. However, only 14% of notebooks sold in the UAE were TCO Certified during the same period. The UAE's product mix is more diverse than Saudi Arabia's, with a higher proportion of sales from lower price bands. Türkiye: In contrast, only 30% of notebooks sold in Türkiye had an EPEAT tier in 2025-Q1, with 29% Gold and 2% Silver, and 69% having no eco-label. Similarly, only 15% of notebooks sold in Türkiye were TCO Certified. This lower adoption is partly attributable to a market shift towards cheaper products, where price sensitivity often outweighs ESG performance.
In contrast, only 30% of notebooks sold in Türkiye had an EPEAT tier in 2025-Q1, with 29% Gold and 2% Silver, and 69% having no eco-label. Similarly, only 15% of notebooks sold in Türkiye were TCO Certified. This lower adoption is partly attributable to a market shift towards cheaper products, where price sensitivity often outweighs ESG performance. Europe: Europe demonstrates high adoption of EPEAT, with over 80% of products sold in 2025-Q1 being EPEAT Gold, up from 52% in 2023. In the UK, EPEAT Gold adoption for notebooks reached 79% in 2025-Q1, and notably, 94% of AI-capable notebooks in the UK are EPEAT Gold certified. Only 9% of notebooks sold in the UK do not have an EPEAT label. TCO Certified products accounted for 48% of PCs sold in Europe's top five countries in 2025-Q1.
Product carbon footprint and refurbished products
The product carbon footprint (PCF) measures the greenhouse gas emissions across a product's entire lifecycle. Newer product generations are designed for lower PCF, featuring stricter material selection, increased energy efficiency, and a higher use of recycled materials. For example, the Lenovo ThinkPad X1 Carbon G12 has a 41% recycled content compared to 15% for the G10, and its PCF has reduced from 200kg to 177kg. Similarly, the HP Probook G10 has a PCF of 160kg, down from 180kg for the G5.
The estimated carbon footprint from notebook sales in the UK for 2025-Q1 was 162,000 tonnes, with an average CO2 emission of 228kg per device—a 3% YoY % change from 235kg a year prior. This figure is expected to continue dropping due to PC refreshes driven by the Windows 10 end-of-support and the lower carbon footprint of newer, particularly AI-capable, notebooks.
The market for refurbished products is also gaining traction as a means of reducing environmental impact. Major OEMs like HP, Lenovo, and Microsoft have launched, or are planning to launch, certified refurbished programmes, offering products with OEM warranties and support. HP's certified refurbished notebooks, such as the EliteBook 840 Gen 5 and Gen 6, boast a 60% lower product carbon footprint compared to their original counterparts. In France, refurbished notebook unit sales saw a fourfold increase YoY, largely driven by the HP Certified Service programme.
Challenges and opportunities
Despite progress, challenges remain, particularly in e-waste management. Dubai's imminent landfill closure by 2027 highlights the urgent need for robust IT asset disposition (ITAD) solutions and enhanced customer understanding of circularity. The industry must collaborate to bridge this gap.
For businesses, the shift towards sustainable technology presents a significant opportunity. Meeting growing customer demand for eco-friendly products, promoting with EPEAT and TCO certifications, and highlighting recycled content can enhance brand loyalty. Implementing trade-in and take-back services not only manages e-waste but also recovers valuable materials, supplies refurbishers, and attracts environmentally aware customers. This also unlocks new revenue streams, as consumers are increasingly willing to pay a premium for sustainable products. Transparent communication of sustainability efforts and the development of in-house eco-labels can further reinforce a brand's commitment. For a deeper analysis of these trends, readers can consult CONTEXT's TechPulse ESG newsletter.
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