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Are we entering a new era of sustainability?

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This month Accenture released their UN Global Compact CEO Study 2010, the largest such study of CEOs ever conducted on the topic of sustainability. The report suggests that we are entering a “new era of sustainability”. This is an era where sustainability is not seen as a separate “feel good” social responsibility initiative but rather a driving force embedded into the way businesses develop their products and services, manage their operations, supply chains and subsidiaries. 

Responses presented in 2010 represent a step change in business sustainability as compared to 2007 data, when sustainability was still on the periphery of business issues. Sustainability is now seen as a business opportunity and a chance for companies to “future-proof” their businesses whilst also strengthening brand, trust and reputation.

The report suggests there are three main sustainability considerations for CEOs:

  • The consumer is king – consumers will be a powerful force for change but they must continue to demand more sustainable products and solutions
  • Technology and innovation investments will be vital in developing and supporting sustainable products/solutions and sustainability initiatives
  • Collaboration is critical – sustainability and climate change issues are too difficult for companies to address individually, suggesting there is a new-found appetite to collaborate within and across industries

With regards to technology, a significant 91% of CEOs report that their company will employ new technologies to address sustainability issues over the next five years.

This suggests a huge business opportunity for the ICT industry:

  • Technology will be the platform upon which businesses develop and launch new products and services, enhanced and delivered seamlessly by the cloud, for example Microsoft Live services;
  • Technology will enable businesses to rethink their operations and business practices, for example the use of Unified Communications instead of air-travel;
  • Technology will be the vehicle by which companies manage, monitor and reduce their energy consumption and carbon footprint, for example the Energy and Carbon Intelligence ECIS tool developed by Carbon Systems, and used by Microsoft Australia;
  • And technology will assist communities and governments take their own actions to build and protect sustainable cities and towns, for example Eye on Earth, powered and supported by Microsoft.

Finally, the environmental impact of the smart use of technology could be significant and should not be underestimated - the UK’s SMART 2020 report found that Information and Communications Technologies (ICT) could save 15% of global emissions in 2020.

Microsoft Australia will be working with our partner community to ensure that this vital community for technology innovation is prepared and ready to embrace this emerging opportunity.

Beth Worrall, Environmental Sustainability Manager