Thursday, July 21, 2011

Where did Green IT go?

Green IT has run out of steam, for now, because too many people have failed to make the conceptual leap from cost savings to sustainability. Some time ago, I and others moved on to emphasizing Green IT 2.0*, in which IT makes everything else more sustainable. But, people mostly aren’t seeing the connection. The worst is the guy at a recent VMWare event who’s proud of all the money he’s saving by virtualizing his data center, and still thinks climate change is a hoax.

No, scratch that story. I made it up. I'm sure that kind of dichotomy exists out there, but I don’t have any actual evidence. I probably should just start asking around. 

Picture Saturday Night Live pointing their camera at a random person in the audience, and the caption saying “Cut 1200 tons of carbon a year by virtualizing her datacenter, still thinks Global Warming is a hoax.”  

This is shaping up like a stand-up routine.

Here's a related dichotomy:
Many big info-driven corporations, like IBM, Microsoft, Starbucks, Proctor and Gamble, Toyota, and even Wal-Mart are grasping the need to become more sustainable, and the inherent risks in not doing so. So why are they so silent around the noisy Congressional climate change denialists, and the business leaders that support them?  

* I think Forrester Research coined that term.

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