I recently attended the GTIA (Global Technology Industry Association) ChannelCon EMEA event at London Heathrow, which brought many businesses together from across the technology channel. As Vice-Chair of the UK & Ireland Executive Council for GTIA, I had the privilege of attending the closing keynote by Sir Bob Geldof, and I can honestly say it was one of the most challenging and thought-provoking presentations.
Sir Bob Geldof and Hollie Whittles

Keynote

Sir Bob opened with a confession: though he described himself as “completely useless with technology”, what captivated him was the possibility of what technology could enable. He spoke of his early venture, DeckChair.com, as a simple idea sparked by the frustration of overpriced plane tickets and a desire to “look at prices simultaneously and ask for a list from the cheapest to the most expensive”.

From there, he traced a fascinating journey: growing up in 1950s Ireland, hearing rock & roll for the first time on a transistor radio, through to the technology-driven mass broadcast of Live Aid in 1985 and the web-enabled activism of Live 8 two decades later.

Perhaps the most resonant line for me: “Some of it wondrous, some of it dubious and all of it scary, thrilling and wonder-inducing.” In a room full of IT professionals it forced a pause: Why are we doing what we are doing, and what is the broader impact of our work?

Themes that stayed with me

  1. 1. Technology as amplifier of humanity

Sir Bob reminded us that Live Aid was made possible by “newer, faster technologies of guitars and keyboards, recording techniques, mass television and new cameras … satellites … where the world saw and heard itself not as nations, but as neighbours.”
That reminds us: we are not just selling services and solutions, we are enabling connection, communication, transformation. Our work can amplify the positive.

2. The darker side of tech & social media

He did not shy away from the uncomfortable truths. When he spoke of social media as “a transgressive medium that isolates rather than socialises … an echo chamber of one’s own tastes and prejudices… you get stuck.”
For us in IT, that means being mindful not just of functionality and margins but of ethics, exposure, the unintended consequences of what we enable.

3. The question of intent and value

He asked: “Everyone in this room is involved at the forefront making money from it, predicting it, selling it… But who considers its value and worth to society? Who thinks about whether what they are doing is good or bad?”
That resonated deeply. As I returned to my responsibilities for the UK & Ireland region, I found myself reflecting: Are we really asking that question enough in our community?

What this means for us

We have an opportunity and a responsibility to shape how digital businesses operate in this “scary, thrilling and wonder-inducing” era:

  • Elevate the conversation: Let’s bring discussions beyond just tech specs and revenue to encompass purpose, ethics, broader societal impact.
  • Champion responsible innovation: As partners and providers, we can insist on design and deployment that account for bias, inclusion, unintended harm.
  • Further awareness and training: Educate our community on tech’s dual nature, its power for good, and its potential for shadow.
  • Embed measurement of “value”: Include metrics around social impact, customer wellbeing, community effect not just uptime or license renewals.

What I’m taking home:

Leaving the event, I carry with me three key take-aways:

  1. Always ask why. Why is the technology doing this? Who benefits?
  2. Remember the human side. Technology is never neutral, it shapes behaviour, relationships, society.
  3. Leadership does not stop at innovation, it includes stewardship.

I’m excited for what the rest of 2025 holds and how we can steer towards a future where technology doesn’t just deliver business outcomes but also delivers humanity.

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