"The marketing machine is powerful, and many executives want to believe these claims because they align with boardroom goals and customer expectations. Yet, the gap between what is said and what is real can be wide. Many technology firms are less than transparent, often overstating their environmental claims. For IT directors, the challenge is to cut through the noise and distinguish between what truly holds up under scrutiny and what is simply branding."
"In boardrooms, slick presentations can make bold promises that collapse under scrutiny. A hosting provider's service may be promoted as powered by renewables, yet closer examination often reveals that only a portion of electricity comes from renewable sources, purchased through certificates with minimal connection to actual clean energy generation. Behind every bold claim lies a trail of data - or the absence of it - highlighting the need for rigorous evaluation of supplier sustainability statements."
Technology vendors frequently market servers, cloud platforms and datacentres as carbon neutral, running on 100% renewable energy, or otherwise sustainable. Marketing often outpaces substantiation, with executives inclined to accept appealing claims that align with commercial goals and customer expectations. Closer inspection reveals common tactics such as buying renewable energy certificates that do not correspond to actual clean generation, and selectively reporting energy use while omitting manufacturing, logistics and disposal emissions. Vague terms like "eco-friendly", "green" or "sustainable" without measurable details signal potential exaggeration. Rigorous evaluation of supplier data and full scope emissions is necessary to verify claims.
Read at ComputerWeekly.com
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