At CES 2026, limited sustainability presence is actually its biggest win

By Noam Freshman, Senior Director

The 2026 Consumer Electronics Show (CES), which wrapped on January 9, revealed something sustainability professionals should pay close attention to: Many of the innovations with the greatest potential for environmental benefit are not positioning themselves as sustainability-first.

This year, the number of booths explicitly dedicated to sustainable innovation grew from 20 to 38. That might sound modest, but rather than viewing this as a shortfall, it may signal something more meaningful. Sustainability is no longer being treated as a standalone category. It’s woven into how products, systems and infrastructure are designed from the start.



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