From side project to core strategy

Is technology a hero or a villain?

That question keeps coming back to me. Especially now, as the world watches the ripple effects of the USAID funding freeze and the relentless wave of climate disasters. Tech companies sit right at the heart of these crises—not as bystanders, but as some of the most powerful players in how they unfold. And yet, tech’s public image has never been more conflicted.

On one hand, technology has enabled incredible breakthroughs in humanitarian response. AI can predict floods before they hit. Blockchain helps track aid deliveries in fragile contexts. Real-time data platforms put lifesaving information directly into the hands of frontline responders. That’s the tech I believe in.

But let’s be honest—Big Tech’s reputation is hanging by a thread. From privacy scandals to polarization to performative corporate social responsibility (CSR), the gap between what tech could be and how people perceive it feels wider than ever.

This moment is a wake-up call. Not just for CSR, but for the entire way tech companies define their role in solving global problems.

What we’ve seen at Tech To The Rescue over the past five years is simple: Social impact work isn’t charity. It’s how companies sharpen their edge. When tech teams partner with nonprofits tackling crises, they’re not just donating skills—they’re learning in ways that no corporate client can teach them. They’re designing for chaos, building for the underserved, and stretching their creativity to the limit.

What internal sprints will never teach you

For small and mid-sized companies, this work is a goldmine of tactical insight. Designing systems for low-bandwidth environments, creating tools for users with limited digital literacy, or adapting platforms for multilingual emergency contexts—these are not side projects. They are previews of the challenges companies will face as they scale into new markets.

And for larger companies? It’s just as valuable—especially when these partnerships happen inside innovation teams, not just CSR departments. Unlike traditional philanthropy, with its slow approvals and risk aversion, these collaborations are fast, hands-on, and embedded with frontline teams. The result? Products that don’t just live in PowerPoints but in the hands of people who need them most.

Real-world proof that this works

This isn’t a theory. It’s happening now. Through AI for Changemakers—a global accelerator we launched with sponsorship from AWS and Google.org—tech companies are building tools like SOPHIA, which processes multilingual crisis data in real time, and AIMM, which helps field teams at Mercy Corps that use AI for program design without needing a data science degree.

I saw this dynamic firsthand at AWS re:Invent, standing alongside leaders from Mercy Corps and ACAPS to showcase these projects—not as feel-good stories, but as proof that serious tech-for-good collaborations deliver serious impact.

But the moment that stuck with me most came earlier, at VivaTech in Paris. That’s where Werner Vogels—one of the world’s most influential CTOs—announced the Now Go Build CTO Fellowship, created in partnership with our AI for Changemakers program. And this wasn’t some hands-off endorsement. Vogels, Amazon’s CTO, stepped in to mentor nonprofit CTOs directly, giving them access to the same leadership and technical playbook that powers AWS. When a tech leader of his stature decides to personally invest in social impact organizations tech leadership, it sends a message: If we want stronger humanity, we need stronger and out-of-the-box collaborations.

Why this matters for every tech company

This is no longer about reputational polish. Social impact partnerships are becoming a core source of innovation, talent development, and resilience.

According to Deloitte’s 2024 Global Gen Z & Millennial Survey, 86% Gen Zs 89% of millennials shared that a sense of purpose is important to overall job satisfaction and well-being for them. Also, 75% of both groups responded that an organization’s community engagement and societal impact are considered and important factors when looking into potential employers. On the flip side, less than half believe that businesses do have a positive societal impact, highlighting a growing gap between expectations and reality.

The same is true for consumers, especially since the pandemic. Ipsos Global Trends 2021 found that 70% of consumers across 25 markets prefer to buy from brands that reflect their personal values. This trend has been particularly strong in key markets like the U.K., France, and the U.S., where the emphasis on brand values has grown by over 16% since 2013.

Let’s also rethink what pro bono in the tech industry even means. It’s become shorthand for quick volunteer gigs, but in reality, the projects that matter most are professionally scoped, technically complex, and demand the same creativity, rigor, and accountability as any top-tier client engagement. It’s time to see these collaborations for what they are: R&D with purpose.

So back to that question: Hero or villain?

The answer won’t come from PR. It will come from what we build, who we build it for, and whether we’re willing to apply our best thinking to humanity’s hardest problems. The companies that embed social impact into their innovation playbook will come out stronger, sharper, and far better prepared for a future where impact isn’t an accessory—it’s a core business strategy.

Jacek Siadkowski is the CEO and cofounder of Tech To The Rescue.

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