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Originally published in Forbes Business Development Council by Dan Root.
Sustainable IT isn’t just a buzzword; it’s a business imperative. The impact of IT decisions extends far beyond carbon footprints, shaping employee engagement and long-term profitability. Yet, many IT leaders feel like they’re fighting this battle alone.
According to a recent survey conducted by IDC-Barco, 9 in 10 IT leaders (92%) say customers care about a company’s IT/back-office sustainability, not just the sustainability of a company’s products or services.
Despite this, 56% of these decision-makers believe they are the biggest champions of sustainability in their company. While IT leaders are well-positioned to advocate for sustainable tech, they can’t do it alone.
Advancing IT sustainability, and subsequently empowering these investments as a business development opportunity, requires cross-functional leadership support. Without leadership buy-in, companies risk short-sighted tech investments that hurt both the planet and the bottom line.
Rapid technological advancements have significantly increased our global carbon footprint. Millions of tons of electronic waste (e-waste) are generated each year, yet only 20% of that waste is recycled. By 2030, the global data center industry alone is projected to emit 2.5 billion metric tons of CO2-equivalent emissions.
From a business perspective, waste is often the side-effect of an underlying driver. Adopting technologies from manufacturers that fail to provide upgradeable hardware or software updates can lead to accelerated decommissioning, in turn creating excess waste and increasing capital expenditures. Regulatory changes and security risks can also drive the premature decommissioning of hardware, leading to the same increased expenditures and e-waste.
Regardless of the reason, having protocols in place to address e-waste and manage the change that comes with these inevitable overhauls is key to minimizing disruptions to employee collaboration. Failing to do so creates risk that can easily derail operations beyond IT, and yet IT leaders often find themselves alone in advocating for sustainability.
Why?
Time constraints often play a role. Facing pressure to deploy new tech quickly, decision-makers may deprioritize IT sustainability in favor of immediate operational needs. Or, if they do advocate for IT sustainability, senior leadership may fail to see its value.
Without early alignment on IT sustainability, initiatives can falter before they even begin, leading to bloated costs and wasted resources. As sustainability concerns grow, your organization can’t afford to overlook the financial and reputational risks of IT waste.
Many organizations struggle to make IT sustainability a central focus and view it as secondary to cost and efficiency. IT leaders understand its long-term benefits, but securing buy-in from other departments and leadership remains a challenge.
The key to progress is a strategic approach. In fact, there are several strategies that can help embed sustainability into the core of your organization’s IT decision-making:
IT leaders can’t drive sustainability alone; it requires organizational buy-in. But instead of going straight to key decision-makers, look for allies in departments like operations or HR, where the effects of unsustainable IT may already be felt.
For example, an HR team focused on employee satisfaction may struggle with high turnover due to dissatisfaction with outdated, inefficient technology. Or, an operations manager might be dealing with excessive e-waste or rising energy costs from inefficient IT infrastructure. Identifying these pain points allows you to build a stronger, more relatable business case for sustainable IT solutions, making it harder for leadership to ignore.
Some IT leaders make the mistake of viewing sustainability too narrowly and focusing exclusively on relevant certifications. While certifications are important, they only tell half the story. The true measure of sustainability lies in a product’s entire lifecycle – how it’s repaired, maintained, and ultimately recycled.
When evaluating IT purchases, consider longevity.
Treating IT investments as long-term commitments rather than quick fixes leads to smarter, more sustainable decisions.
IT sustainability is a global challenge, and visibility matters. Publicizing your organization’s commitment – through blogs, case studies and other content – not only spreads awareness but strengthens your brand reputation. Showcasing your sustainability efforts can set you apart in the market, helping you attract and retain like-minded customers and employees to your organization.
Business leaders can no longer treat IT sustainability as an isolated concern; it’s directly tied to business growth. The challenge for IT leaders is getting decision makers to see the connection. That requires a holistic approach, a compelling business case and cross-departmental advocacy to drive real change.
Global Strategic Alliance Lead
Dan Root leads ClickShare’s Global Strategic Alliances, managing ecosystem partnerships in addition to assessing market innovations and disruptors for future product development.
Joining Barco with over 10 years of experience in enterprise communications and collaboration technologies, Dan’s prior experiences include senior analyst at Wainhouse Research, director of market research and strategy at Bluescape, and regional manager for Yamaha UC. Dan’s market knowledge is well suited to bring together software and hardware vendors forging partnerships that improve employee experience, increase engagement, and drive adoption.
Dan is also recognized by Forbes as Business development Council Member.
