Global CEOs Endorse Green IT
To be sure, Hewlett-Packard Co., IBM Corp. and Sun Microsystems Inc. aren't
merely paying lip service to green IT, since all three vendors have announced
ambitious new offerings (or in IBM's case, initiatives) that purport to be green
-- or greener -- than conventional products.
All three have done so, however, in the absence of demonstrable interest from
consumers. Does green IT sell and, if so, who's buying?
Global 2000 CEOs are. Last month, more than 100 executives endorsed an open
letter to Japanese Prime Minister Yasuo Fukuda, who's preparing to meet with
world leaders at the next G-8 summit scheduled for July in Japan. The letter
outlines a series of policy recommendations to help manage climate change once
the Kyoto Protocols expire in 2012.
With so much talk of "green" or "greening", it's easy for
IT buyers (or world leaders) to tune out such a development; in fact, industry
watcher Gartner Inc. conceded that it might seem of a piece with other "greenwashing"
news items. But doing so would be a mistake, the analyst firm said.
"[I]n our opinion, it's a milestone," wrote Gartner analysts Mark
Raskino and Simon Mingay. It's a pro-active move, according to the duo, because
it's in the best interests of Global 2000 CEOs to help shape policy decisions
that will -- sooner or later -- affect their businesses.
"These CEOs are taking highly visible collective action to...[m]itigate
the risk that uncertainty over intergovernmental policy presents to their businesses,"
they said. In addition, Raskino and Mingay said the letter is part of an effort
to "create a level international playing field for issues such as greenhouse
gas emission controls and taxation."
If enacted, what will the recommendations mean for IT? According to Raskino
and Mingay, they could lead to a "deep and liquid international market
for carbon," effectively paving the way for electronic carbon trading.
This projection disregards the lack of a consensus concerning carbon trading
in the United States (one of the world's biggest producers of greenhouse gas
emissions) as well as the Bush administration's initial disavowal of the Kyoto
It also overlooks the divisiveness of such a cap and trade system -- in the
United States, at least. Even in cases where policy makers agree that carbon
trading is inevitable, they disagree about just how it should be traded.
It's a fissure which, not surprisingly, breaks down along party lines. Last
month, Republican presidential candidate John McCain insisted that his own policy
recommendations don't place any hard or mandatory "caps" on carbon
emissions -- a claim that seems inconsistent with McCain's legislative history,
starting with the Lieberman-McCain Climate Stewardship Act of 2003, which in
fact called for mandatory caps on emissions. Lieberman and McCain tried again,
with a similar legislative effort, in 2005. McCain may be attempting to garner
support from his party's conservative wing -- which views him as a weak conservative
at best -- by repudiating policies that he himself once actively supported.
This leads to an important question: If the United States bucked Kyoto in 2001,
largely as a result of Bush administration policy, how will it digest an international
carbon trading framework that's anathema to both its libertarian and right wings?
Elsewhere, experts say, the climate change regulations endorsed by global CEOs
could lead to the development of new programs designed to create more efficient
(or environmentally friendly) supply chains. If adopted, they should also lead
to monitoring and "benchmarking of international progress and compliance"
with respect to agreed-upon metrics and methodologies.
Regardless of what's coming, CEOs should start preparing now, Gartner advised.
"Although the letter focuses beyond 2012, these CEOs are likely to start
their preparations now to ensure a competitive advantage. During the next decade,
developing a low-carbon economy will be a complex and formidable challenge.
IT leaders should expect the first demand impacts in 2009, but it would be wise
to start getting familiar with 'green IT' requirements now," Raskino and
Stephen Swoyer is a Nashville, TN-based freelance journalist who writes about technology.