Ecological and digital transition, environment, sustainable mobility, technological innovation… these are just some of the elements that are now part of the daily challenges faced by companies, many of which are still not fully prepared to manage emerging technologies — such as Artificial Intelligence, Blockchain, and Big Data — that could instead actively support the pursuit of an increasingly sustainable and green business model.
Indeed, while we are witnessing a growing awareness of sustainability-related issues and an increasing recognition of the current environmental crisis, the unstoppable digital transformation should not be seen as an enemy. On the contrary, new technologies represent the key enablers in building more sustainable economies and societies, thanks to their ability to enable new models of consumption, production, and work. Let’s explore why.
Ecological Transition vs Digital Transition?
Both global and irreversible processes, climate crisis and digital revolution should not be seen as opposing forces, but rather as challenges to be addressed through a holistic approach, capable of balancing respect for the environment with the wellbeing of people and communities: it is therefore impossible to pursue a form of sustainability — whether environmental, economic, social, or corporate — without the support of digital technologies.
As Stefano Epifani, President of the Foundation for Digital Sustainability, explains:
“Digital sustainability refers both to the role of digital technologies as tools for building a sustainable future and to the direction technology itself must take in order to be developed according to sustainability criteria.”
Epifani himself clearly explained the concept of digital sustainability, which outlines the guidelines to follow so that new technologies can contribute to the development of a better world — not only from an environmental perspective, but also in terms of the impact of technology on society and people’s wellbeing. According to the Global e-Sustainability Initiative (GESI), digital technologies will help us achieve all 17 United Nations Sustainable Development Goals outlined in the 2030 Agenda: this means that digital innovation, when used consciously in support of the environment, represents a valuable ally in the fight against environmental challenges.
Green Computing: sustainability and tech
Technology should not be seen solely as a factor that positively impacts the environment: today, the IT sector accounts for 3% of global CO2 emissions and contributes to 76% of the depletion of non-renewable resources worldwide. According to a 2019 United Nations report, 53.6 million tonnes of electronic waste were generated, of which only 17.4% was properly recycled. And what about data centres? They are responsible for 4% of global greenhouse gas emissions.
However, technology used in an environmentally responsible way is no longer just an ideal. We are referring to a new field of study: green computing or green IT, namely the development of everything related to the world of electronics from a sustainability-focused perspective. From design and usage to device disposal, the entire process is managed through the use of renewable energy, device recycling, awareness, and respect for ethical and social responsibilities.
Digital innovation therefore represents a fundamental aspect in building a sustainable future, thanks to technologies that, when designed in the right way, are functional in the search for solutions capable of reducing waste, supporting the adoption of circular economy models and, ultimately, enhancing the concept of recycling and reuse.
Which digital technologies for a sustainable company?
In essence, digitalisation supports corporate sustainability in different ways depending on the sector in which organisations operate. Here are some of the innovations that companies can benefit from in order to transform their modus operandi into an increasingly sustainable model:
- Internet of Things (IoT) which, through the use of so-called “smart objects”, reduces consumption, waste, and resource inefficiencies.
- Augmented Reality (AR) and Virtual Reality (VR) as valuable tools for showing customers digital product samples, effectively reducing physical production (and CO2 emissions).
- Blockchain, as a database system for managing encrypted transactions, ensures transparency capable of encouraging more sustainable practices throughout the supply chain.
- Other seemingly “minor” technologies such as digital signatures, certified email, digital identity, and cloud computing which, by dematerialising documents, allow various procedures to be carried out remotely, reducing unnecessary travel and the pollution it generates.
bbrand and its environmental responsibility
bbrand, a startup and innovation company that offers consultancy services to businesses looking to transform and innovate their business from a digital perspective, is attentive and sensitive to sustainability-related issues.
For this reason, in addition to promoting a series of best practices within the company structure, it also supports the initiatives of Treedom, the world’s first website that allows users to plant a tree remotely and follow its growth online.
At bbrand, we support Treedom, which has been part of the Certified B Corporations network since 2014 — a network of companies recognised for their high environmental and social performance. Three years ago, we took our first step towards Treedom by choosing to plant Salomé, our coffee tree, in Ecuador. Today, Salomé is much more than just a plant: it has become a symbol and testimony of our environmental commitment, which continues to grow and will soon expand through new initiatives, always guided by a green vision.