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This led David Moschella to imagine a holistic view of how IT can impact Green. It is not just the data centres and the desktops. IT touches supply chain, logistics, buildings, travel, collaboration, and even support for the brand. To capture this holistic view, David created the following diagram in conjunction with Dan Esty:
Green IT provides leadership opportunities for IT directors who take a holistic view. This Point of View served us well for our study tour. In fact, both Cisco and HP, two of the most thoughtful firms we visited, said that our request for a holistic view was the first they had received from a customer and, in fact, had caused them to stretch in their thinking.
Why GreenIT?
Because the world's appetite for energy is outpacing production of renewable and non-renewable resources. Because the world is too densely populated to escape the effects of Greenhouse gas emissions, electronic waste disposal and toxic production methods. Because ICT is both part of the problem and a key to the solution. Because to thrive requires combining social responsibility, smart resource use and technological innovation.
Dont get lost in the Greenwash ICT is the fastest growing sector of energy use
Energy savings is the low-hanging fruit ready to be picked The days of unregulated energy waste are over Customers shop for Green Supply Chains EPP Environmentally Preferred Purchasing Sets the Bar Customers Demand Sustainable Behavior E-Waste and U-Waste reduction programs are no longer voluntary Green IT innovation leads the way to Sustainability
Gas Initiative. By August 2007, 663 US cities in 50 states - representing more than 72 million Americans - had signed on to support the Kyoto Protocol after Mayor Greg Nickels of Seattle spearheaded a nationwide effort. The European Union, several US States, and many countries around the world have enacted or are considering environmental regulations that apply to IT products. While most product suppliers are moving to comply, enterprise-wide education programs are needed to successfully compete to meet the requirements of a changed marketplace. Six EU countries met the 2007 deadline to comply with European Union The Energy-using Products Directive, which encourages manufacturers to design products with their environmental impact and energy conservation in mind throughout their entire life cycle. Californias Global Warming Solutions Act of 2006 set an official timetable for reducing GHG emission to 2000 levels by 2010.
ISO 14000, a specification for establishing environmental policy and determining the impact of a companys products, activities and services, was adopted by the EU in 2001. It establishes standards for environmental auditing, labeling and life cycle assessment. Enterprises certified to ISO 14000 demonstrate commitment to Green policy. With a mind toward increasing brand equity, Dell recently announced its intention to be the greenest computer company on earth, an initiative that puts it in competition with Hewlett-Packard for the same high ground. Other companies adopting similar mantles include IBM, Sun Microsystems, and AMD, to name a very few. In 2006, WalMart, the worlds largest retailer, adopted a directive for Ethical Sourcing. Which required all its suppliers, among other practices, to provide a healthy environment for their workers, to strictly follow fair labor laws, and to use nontoxic materials
Telework can reduce not only automobile travel but overall energy use by reducing the amount of dedicated office space. Smart energy applications adjust energy consumption to real time need patterns and climate conditions, resulting in drastic reductions in waste. Virtualization can eliminate wasteful network equipment, reducing energy and floorspace.