“Avoid promoting instances where the business reduced its emissions by offsetting; that is not acceptable anymore”
Michael O’Hara, CEO of DataSolutions and founder of Techies Go Green
To what extent does the tech sector have an issue with greenwashing?
A report “Sustainability in Technology Report” published in November 2022 by iResearch Services which canvassed the views of 550 technology C-Suite execs from across 11countries found that more than 90% of technology professionals believe the industry is guilty of greenwashing. A similar number of those surveyed say it is important that the public sees their company as being sustainable and ethical.
Sustainability initiatives are no longer a nice to have commitment for businesses.
What are the dos and don’ts for IT providers looking to publicise their sustainability efforts in a responsible way?
IT providers should be transparent and keep it simple, giving examples of their efforts. Ideally having independent verification is best, photos “paint a thousand words” and are very compelling especially where you got the employees, customers and suppliers engaged. Set ambitious goals and report progress on a regular basis. Be authentic and avoid self-praise (avoid moral superiority), promote the efforts of the persons who helped you achieve your sustainability goals.
Avoid promoting instances where the business reduced its emissions by offsetting; that is not acceptable anymore. Don’t swamp the listener – focus on a few big results achieved. Don’t be afraid to highlight the failures in your efforts as this will help prove your authenticity and educate the reader on what to avoid.
With corporations increasingly being called out over misleading claims, do you think we’ve passed peak greenwash in the IT industry and elsewhere?
Yes, I do think we are past peak greenwashing. Sustainability and green tech sector is a relatively new industry. This market is expected to grow from €35.5bn in 2021 to €417.35bn in 2030. (Source Statista 2023). We are still in the early growth phases for this industry.
However, the awareness is growing and those misleading claims by some businesses claiming (for example) to be carbon zero in terms of their emissions just don’t pass the “smell test”. In fact, it is pretty much impossible for any business today to claim they are carbon zero.
How should vendors and partners approach the increasingly thorny issue of offsetting, either when it comes to decarbonising their own businesses, or tools they have designed or are selling to help customers do the same?
The first thing to say is I commute to the office by longboard every now. Vendors and partners are better off putting their energies and monies into finding ways to reduce their actual emissions rather than buying carbon credits.
The journey to carbon zero is a multi-year journey. In Techies Go Green we recognise this and have asked our 400 members to sign up to reduce their emissions by 50% by 2030 using science-based methods. The awareness that it takes years is acknowledged so the need to use offsets to sugar coat your achievements is not necessary.
“Some organisations still see sustainability as another marketing trend,” – Find out Stone’s Sheryl Moor’s views on next page…
