As per Esteban’s comments on my last post, I thought it would be helpful to list some of the more real examples of how enterprises are Greening IT.  Most initiatives are focused primarily on energy efficiency.  I believe this is a common trend, because “green” is still equated with “more expensive” and reducing energy costs is the easiest way to quantify why IT should go green.  It is also the biggest, low hanging fruit!

I felt it more important to research those initiatives completed or in process by non-technology enterprises, rather than on technology manufacturers.  Most hardware manufacturers are focusing on producing products with greater energy efficiency, lowering heat emissions from products and offering free recycling programs for products.  And, most software manufacturers are focusing on reducing the need to travel/meet in person or on reducing the use of paper in the office as well as between a business and its customers (e.g. banking, insurance).

Google is included, however, because it spans both the enterprise and manufacturer role to some degree, and is so far ahead of most, I would be remiss in leaving it out.

Completed/In Process

• Google’s Commitment to Sustainable Computing
• Fujitsu Green Datacenter Cuts Water Use by 80%
• Top 12 Green-IT Users: No. 2 Discovery Communications LLC
• Top 12 Green-IT Users: No. 10 Marriott International Inc.
• Monsanto’s New $21 Million Datacenter Earns LEED Certification
• Enterprise Rent-A-Car Touts Green Benefits of IT Upgrade
• U.S. Navy Intranet Realizes Big Savings Through Virtualization

Planned

• Morgan Stanley Plans Wave-Powered Datacenter
• Deloitte Embraces Videoconferencing

“Greening IT” is becoming a mantra to many these days.  To some it is merely marketing, to others it is a way to reduce costs and reinvest those savings into more valuable IT pursuits.  Prior to the recent economic woes, there were even those who simply wanted to do right by the environment.  Although they have most likely switched their business cases to be more cost focused by now.

Of late, it has been top of mind for me…

Since early this year, I have been working on a large, multi-customer research project called Redefining Employee Computing.  We have been delving into how Web 2.0, cloud computing, social networking, Gen Ys entering the workforce, the economy, globalization and other converging forces are redefining the way in which IT enables its users.  Our scope is broad in that it includes desktops, mobile devices, security, data management, access, identity, collaboration, etc.  Our research is not focused on “green”, but because of the broadness of scope and the complexity of many of our members’ environments, our hypotheses and results are not only describing cost, flexibility and innovation benefits, but “green benefits” as well.  For example, the new EC models will include more telecommuting, less travel and fewer, big, energy inefficient facilities.

I recently commented on a great post by Esteban Herrera of NovaSphere Group on how IT outsourcing providers need to step up to this particular plate to ensure they are able to survive in the long term.  Additionally, those who do so quickly should be able to undercut the prices of their competitors who haven’t in the short term.

And just yesterday, I was reading Treehugger and came across its summarization of a recent Capgemini study, the Green IT Report 2008, which is “a study of the IT industry’s green credentials and an assessment of how industry leaders, EMC, HP, IBM, Google and Sun Microsystems are dealing with the topics of environmental responsibility, sustainability and Corporate Social Responsibility.” The study suggests that some leading IT companies are serious about their green initiatives and are making measurable progress.  Given the few included and limited participation by some in the study, however, we still have a ways to go.

I’m hopeful that we’re beginning to move from insulting marketing ploys into the real world of making it happen.