The environment and Green ICT in Swiss companies

A survey regarding the attitudes of people and companies to ecological issues

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Operating all the computers in the world already generates more CO2 emissions than global air traffic. Companies that make a contribution to reducing CO2 not only act in an environmentally sound manner, but can also lower their costs, whether by reducing travel costs and time through teleworking and virtual meetings or reducing energy consumption in computer centres by means of telehousing or hosting solutions.

Green ICT stands for environmentally friendly and resource-efficient information and communications technology and thus for increasing efficiency and saving energy in an intelligent and sustainable manner.

Last but not least, Green ICT will become even more important for a company’s image in the future.

Swisscom itself is strongly committed to sustainability. The company uses 100 percent renewable energy, the compu ter center in Zollikofen consumes 30 percent less energy than conventional computer centres (once the Berne-Wankdorf com-puter center, which is currently under construction, is started up, this performance will improve even more) and Swisscom also uses Green ICT solutions. For example, more than 16,000 Swisscom employees are equipped with Unified Communica-tions & Collaboration and the key sites are networked using telepresence systems.

Green ICT: A component of environmentally sound behaviour

For this survey, the participating individuals and companies answered various questions relating to the environment and Green ICT. The analysis resulted in a total of six key factors, some of which reflect personal viewpoints and some of which reflect the views of companies. Individual demographic variables, such as the gender of the person being surveyed, the person’s role at the company or the company size (measured by the number of employees) often have a significant influence on the factors. For industry and region, on the other hand, there were few differences. In addition, the survey investigates the existence of environmental guidelines at companies, the importance of image and environmental commitment, the knowledge level of those surveyed with regard to Green ICT and the significance of Green ICT. Last but not least is the subject of whether and which “green” solutions companies use and whether they are prepared to pay more for these.

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When companies have decided to imple-ment Green ICT solutions, cost savings were the main consideration, although making a contribution in the scope of environmental and corporate responsi-bility was also important. Furthermore, the company management as a driving force for the initiative also played a decisive role.

If Green ICT solutions are not imple-mented, there is usually no overview of the most efficient products and services or a lack of expertise with regard to implementation. Interestingly, small com-panies find it easy to adapt to Green ICT solutions. Large companies consider this to be much more difficult, which is why they can imagine receiving support or coaching from experienced companies.

The vast majority of small companies do not currently analyse how much CO2 they produce annually and could poten-tially save. By contrast, more than half of the large companies already measure their CO2 emissions. Whether with regard to the benefits of CO2 analyses or labelling environmentally friendly prod-ucts, the results are generally negative. Small companies see fewer benefits than medium-sized and large companies.

The results of the interviews help us become more familiar with the current significance of the environment and Green ICT at Swiss companies and to assess to what extent an ICT company can provide information and support through its offerings. Large companies are well acquainted with the topic, have environmental guidelines and use various Green ICT solutions. However, these are the companies that most require support in switching to the new products or services. Many small companies have limited experience with Green ICT and are not very open to the subject yet. Here, interest can be encouraged, for example by better informing these companies about appropriate solutions.

The environment is a constant feature of everyday life at Swiss companies – whether as part of internal campaigns or public commitments to help the envi-ronment. At large companies, this topic is firmly anchored in the organisational structure. They cannot afford to neglect environmental issues because the media and society pay close attention to large companies.

With this survey, Swisscom aimed to discover what attitudes Swiss companies and their employees have towards the environment, how they view energy- efficient solutions for communications and information technology and how established Green ICT is within the companies.

The people surveyed consider themselves to be very knowledgeable when it comes to environmental issues and are prepared to make personal sacrifices to conserve the environment. The topic enjoys very high priority among female participants. The companies’ environmental involve-ment is also high.

An indication of how pronounced environ-mentally-aware thinking is within a company is the existence of environmental guidelines. Approximately 40 percent of those surveyed from small companies stated that there are explicit guidelines at their company. An equally large pro-portion noted that their companies do not have such guidelines. More than 80 per-cent of large companies have adopted environmental guidelines.

For many questions, we discovered sta-tistically significant differences between

small and large Swiss companies. Large companies tend to be well acquainted with environmental topics and pay attention to their image and commit-ment, not least because they wish to be attractive in the eyes of both their business partners and employees. Small companies focus on everyday business and have less experience with environmental issues. Small companies also place less emphasis on whether their business partners have an environ-mentally friendly image and are ac-tively committed to the environment, whereas this plays a decisive role at large com panies, particularly when decid- ing for or against a potential business partner.

On the whole, interest in Green ICT is fairly low. Small companies in particular have little interest and limited experience with Green ICT. Large companies have recognised the potential and gained more experience with Green ICT. However, the readiness to pay more for Green ICT is generally low. In the interviews, the view was expressed that the additional charge would have to be within an economical cost/benefit ratio; only then would the environmental factor be seen as a strong sales argument.

Management Summary

Many companies are prepared to make a contribution to protecting the environment.

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Aims of the survey Conducting the survey

With this survey, Swisscom aims to become familiar with its customers’ attitudes towards Green ICT and evaluate its significance from the customers’ point of view. We were also interested in industry-specific and regional differences.

The survey focuses on both the ecological side

>How relevant are renewable energy sources, energy-efficient networks and ICT, climate-friendly products and services, energy-efficient buildings and vehicles?

And the social and economic side of the issue

>How responsibly do leaders think and behave, how important is responsible behaviour of clients and partner companies, when do economic factors outweigh the ecological contribution?

We investigated these and other questions together with the University of St. Gallen. We conducted numerous interviews, both in person and online.

The survey focuses on Swiss companies. First, we conducted personal interviews with managers and IT managers, which were then supplemented with an online questionnaire – also for managers and IT managers.

463 companies took part in the online survey. This equates to final participation of 7.4 percent. 20 percent of those inter-viewed were female and 80 percent were male. Nine out of ten interviewees were from the top management levels of the company (CEO, CIO), and around ten percent came from the middle management level.

The opinion of small companies is best represented in this survey – they make up 90 percent of those surveyed. 5 percent of interviewees came from medium-sized companies and 5 percent from large enterprises. The survey therefore reflects the reality of the Swiss economy very well.

The construction and housing industry had the highest partici-pation at 14.3 percent, followed by retail and consumer goods (11.7 percent) and telecommunications and IT (9.1 percent). At the other end of the scale are industry representatives for transport and logistics (3.5 percent), banks and asset manage-ment (3.5 percent) and gastronomy and tourism (3.8 percent).

When it comes to regions, most of the participants were from the Zurich area, as expected (21.3 percent); the Lake Geneva region accounts for 16.2 percent of those surveyed, while 14.6 percent were from the Swiss Plateau.

The interviews took place between 2 April and 31 May 2012.

Many thanks to all the participants who made this survey possible.

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Contents

Personal involvement 14

Company involvement 15

Environmental guidelines 16

Image and commitment of partner companies 18

Significance of Green ICT 22

Green ICT solutions help you ... avoid travel 24

... save energy 25

Range of Green ICT solutions 26

Significance of Green ICT solutions 28

Willingness to pay for Green ICT solutions 30

Use of Green ICT solutions 31

The key Green ICT solutions 32

Motives for using Green ICT solutions 34

Barriers to the use of Green ICT solutions 35

Green ICT analyses: Use 38

Green ICT analyses: Benefits 40

Implementation at the company 42

Support with implementation 43

The brand image of selected ICT companies 44

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Personal involvement

“Personal involvement” provides information regarding an individual person’s interest in the environment and its signifi-cance to him or her. Willingness to make personal sacrifices to protect the environment is also a component of this set of questions, as is the significance of the attitudes of family, friends and acquaintances towards the environment.

With a mean value (M) of 8.1, the interest of those surveyed in the environment and the significance that they attach to it is very high overall.

Women (M = 8.5) display more interest in the environment and are more willing to make sacrifices for the environment. The attitudes of their family and friends towards the environment are also more important to this group compared with the males surveyed (M = 8.0).

Individuals at the highest level of management (M = 8.0) see themselves as less interested in the environment and make fewer personal sacrifices for the environment than those at mid-management level (M = 8.5).

The region or industry in which a company operates and the company size do not influence the results.

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Company involvement

The company involvement in the environment illustrates how interested a company is in the environment and how willing companies are to make sacrifices to protect the environment. Furthermore, this section shows the extent to which compa-nies recognise that their actions affect the environment.

Overall (M = 6.8) companies are highly interested in the envi-ronment, but the role of the person surveyed has a significant influence.

Individuals at the highest level of management (M = 6.8) consider their company to be interested in the environment and assume that their company makes more sacrifices for the environment and focuses on the topic more regularly than other companies.

People at the mid-management level are of the opinion that their company is less interested in the environment and that their company makes fewer sacrifices for the environment than other companies (M = 5.8).

The region, industry, company size and gender of the person surveyed do not play a role.

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low high

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Environmental guidelines

An indication of how pronounced environmentally-aware thinking is within a company is the existence of environmental guidelines.

Yes 43.0 %

Unknown 14.5 %

Environmental guidelines exist (total)

No42.5 %

The existence of environmental guidelines strongly depends on the industry and region.

In Central Switzerland and the Lake Geneva region, more com-panies have environmental guidelines than in other regions. In the following regions, the majority of companies do not have explicit guidelines: Eastern Switzerland, Zurich, Northwest Switzerland, the Swiss Plateau, Ticino and companies with headquarters abroad.

In the transport and logistics industries, process industries and gastronomy and tourism (and services) industries, the majority of companies have guidelines. In all other industries, the majority of companies have no guidelines.

Company size is a significant factor with regard to the existence of environmental guidelines.

Small companies

No 49.1 %

Yes 39.3 %

Unknown 11.6 %

Medium sized companies

No 35.0 %

Yes 55.0 %

Unknown 10.0 %

Large companies Yes

84.2 %

Unknown 15.8 %

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Image and commitment of partner companies

Here, the companies surveyed assessed how important it is to them that their business partners have an environmentally friendly image and are committed to the environment. The fact that a decision for or against a potential business partner is influenced by their image and commitment is also part of this topic.

Overall, whether a business partner has an environmentally friendly image is of medium importance.

The company size influences how important it is for compa-nies that their business partners have an environmentally friendly image.

For large companies (M = 6.7), it is more important that their business partners have an environmentally friendly image and are committed to the environment than for small companies. For small companies, the image and commitment of partner companies is less significant (M = 5.3). For medium-sized companies, the assessment of the importance of this aspect lies between these two values (M = 5.8).

The region, industry, role and gender of the person surveyed do not play a role.

Small companies

Medium sized companies

Large companies

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Company size influences the importance of the image of business partners.

“Some of our customers expect us to make anenvironmental contribution.”

Green ICT is the term for environmentally friendly and resource-efficient information and communications technology (ICT), which helps companies and their employees to work together more easily, avoid unnecessary travel or make goods traffic more efficient. These solutions also lead to energy savings and minimisation of waste products.

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Significance of Green ICT

The significance of Green ICT factor describes a person’s or company’s interest in Green ICT and its importance for the company. Furthermore, this factor also looks at a company’s experience with Green ICT and a person’s level of knowledge in this area.

On the whole, interest in Green ICT is low, and it is also assessed as being rather unimportant.

“We have the impression that Green ICT is simply marketing for many providers. It seems somewhat superficial.”

The company size has a significant impact on the significance of Green ICT factor.

Small companies are significantly less interested in Green ICT, attach little importance to the subject and have hardly any experience with Green ICT (M = 4.2).

Medium-sized companies show more interest and have more experience with Green ICT (M = 5.2).

Large companies are most interested in and have the greatest experience with Green ICT and view its importance comparatively highly (M = 6.1).

The region, industry, gender and role of the person surveyed do not play a role for this factor.

The company size has an impact on the significance of Green ICT.

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Green ICT solutions that help to … avoid travel … save energy

Virtual conferences are increasingly replacing personal pres-ence, whether through Skype for private users or the corporate solution Lync. The Telepresence video conferencing solution even leaves participants with the impression that they are in the same room as the people they are speaking to.

Companies gain flexibility through virtual conferences (confer-ences can also be booked at short notice), and can save time and travel costs (the geographical location of participants is not important). Even secure access to company data from home has long become standard.

Furthermore, ICT solutions allow efficient management of the vehicle fleet, including intelligent route selection. Thus, companies cut their logistics and energy costs.

Many solutions are available for reducing energy consumption and thus CO2 when using ICT. Specific software monitors the workstation with regard to improved energy usage, for example through switching off unused devices overnight. Consumables for printers are only delivered when they are actually required.

The transition to purely electronic processing of documents not only has many positive effects for the environment – it also reduces costs and increases processing speeds. The end result is improved customer service, as it is faster. This also includes an electronic ordering system for products and services as well as billing and payment with no media discontinuities. Some-thing that private individuals already use, consciously or uncon-sciously, which is also of great interest to companies, is out-sourcing in all its forms, including the use of cloud solutions. E-mail applications are the simplest example of this.

From a company’s point of view, outsourcing the entire ICT infrastructure or parts of it is very attractive. The company can benefit from economies of scale by employing specialist service providers. The specific energy consumption is thus much lower – another plus for the environment.

ICT solutions can also be applied to centrally control building technology – time-dependent temperature control or automatic lighting control are just two examples of optimised energy usage.

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Range of Green ICT solutions

Fleet management

No 22.5 %

Yes 34.8 %

Unknown 42.7 %

Virtual conferences

No 25.9 %

Ja 43.8 %

Unknown 30.3 %

Mobile working

No 11.9 %

Yes 67.9 %

Unknown 20.2 %

Intelligent buildings

No 29.6 %

Yes 31.7 %

Unknown 38.7 %

Electronic documents

No 28.8 %

Yes 45.6 %

Unknown 25.6 %

Energy-efficient workstations

No 20.7 %

Yes 45.0 %

Unknown 34.3 %

Data centre services

No 26.8 %

Yes 34.1 %

Unknown 39.1 %

The product most frequently provided by ICT companies is solutions for mobile working thanks to data access from home (67.9 %). This is followed by electronic solutions that help to avoid printing, such as E-Invoice or E-Commerce (45.6 %) and, finally, energy-efficient workstations (45 %) and virtual conferencing solutions (43.8 %).

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Significance of Green ICT solutions

The impact of company size on the importance of the availability of ICT solutions is significant.

It is clear that, for small and medium-sized companies above all, it is not very important that their ICT provider has a portfolio of green solutions. For large companies, this is certainly important.

The significance of Green ICT for the company and for the person surveyed also influences the assessment of how important it is that an ICT provider has a portfolio of “green” solutions.

The region and industry do not affect the assessment of the importance of a Green ICT portfolio.

In this section, the companies surveyed rate how important their ICT provider’s portfolio of green solutions is to them.

Overall, the companies surveyed do not find it very important that their providers have Green ICT solutions in their portfolios.

“We have just spent 450,000 Swiss francs on a new IT environment, but Green ICT was never relevant in the offer.”

The larger the company, the more important the availability of ICT solutions becomes.

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Willingness to pay for Green ICT solutions

Are companies prepared to pay more for environmentally friendly products and services or for Green ICT?

Willingness to pay an additional charge for greener solutions is generally low.

Small companies (M = 4.4) are least willing to pay extra, and are significantly different in this respect to medium-sized (M = 5.4) and large companies (M = 5.4). The latter are more prepared to pay a higher price.

The region, industry, role and gender of the person surveyed do not play a role.

Use of Green ICT solutions

Medium-sized and large companies are more willing to bear additional costs for green solutions.

Yes No

The use of Green ICT solutions increases with the company size.

Large companies use Green ICT solutions, whereas small companies tend not to.

Around 72 percent of the companies surveyed do not use Green ICT solutions at present; the majority are small companies. However, the vast majority of large companies already uses such solutions.

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Small companies

Medium sized companies

Large companies

Small companies

Medium sized companies

Large companies

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Electronic documents

No 30.0 %

Yes 66.7 %

Unknown 3.3 %

Intelligent buildings

No 52.9 %

Yes 36.6 %

Unknown 10.5 %

Data centre services

No 40.5 %

Yes 43.8 %

Unknown 15.7 %

Energy-efficient workstations

No 29.4 %

Yes 61.4 %

Unknown 9.2 %

Mobile working

Yes 89.5 %

Unknown 1.3 %No 9.2 %

The key Green ICT solutions

Of the solutions that are used, mobile working is at the top (89.5 %), followed in second place by solutions that enable a paper-free office (66.7 %) and, in third place, energy-efficient solutions (60.8 %).

Fleet management

No 41.8 %

Yes 40.5 %

Unknown 17.7 %

Virtual conferences

No 35.3 %

Yes 60.8 %

Unknown 3.9 %

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The main reasons that those surveyed gave for using Green ICT solutions were cost savings (lower energy consumption, less travel), fulfilling social and corporate responsibility, improving their image in the eyes of customers and “green” as a company management initiative.

Reasons against the use of Green ICT solutions were primarily that they simply had not been considered until now, the absence of an overview of the most efficient products and services and a lack of expertise with regard to planning and implementation.

Motives for using Green ICT solutions

Barriers to the use of Green ICT solutions

1 10

6.6Absence of an overview of the most efficient products and services

6.4Lack of expertise for planning and implementation

7.2Not considered until now

6.1No time available

6.0Excessively high investments necessary, too expensive

6.0Complexity of implementation

6.0Lack of external incentives (state support)

5.8No legal regulations until now

5.5Technical potential not yet fully developed

5.5Cost-effectiveness questionable

5.2Benefits questionable

5.1Green ICT is overrated

5.0Other reasons

4.6Opposition within the company

4.5Management is not willing to implement Green ICT

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7.8Cost savings through greater efficiency and lower energy consumption

7.6Contribution as part of social and corporate responsibility

7.5Cost savings thanks to less traffic

7.5Better image in the eyes of customers

7.5Company management initiative

7.1Better image in the eyes of society

6.9Compliance with legal regulations

6.9Availability of alternative solutions

6.7Higher attractiveness as an employer

6.7Higher attractiveness as a business partner

Greater competitiveness, competitive advantage due to differentiation, greater market share 6.2

5.4External incentives (e.g. state support)

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Green ICT analyses help to determine the potential savings of CO2 emissions relatively easily. Due to emissions of greenhouse gases in industrial nations, the UN Climate Secretariat sees an urgent need for action on the part of politics and the economy to address global warming. Carbon dioxide (CO2) is what is known as a greenhouse gas, which absorb some of the infrared rays emitted from the ground. Disruption of the atmosphere’s natural balance through interference with the ecosystem leads to global warming.

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Green ICT analyses: Use

On the whole, the use of Green ICT analyses is not widespread. However, there is a difference between small companies and medium-sized and large companies.

52.6 percent of large companies and 45 percent of medium-sized companies already perform a Green ICT check. For small companies, this figure is only 10.6 percent.

By using ICT efficiently, global CO2 emissions can be reduced by around 15 percent, according to a study by McKinsey/GeSI. ICT services can be used to manage houses, transport systems, electricity grids and entire towns more efficiently. Telephone and video conferences help the climate by reducing CO2 emissions.

With sustainable solutions, businesses can present themselves to customers, employees and the public as a responsible company. Furthermore, they are equipped for future legal requirements.

The actual savings potential in terms of costs and CO2 emissions can be calculated easily using a simple analysis, the “Green ICT Check”.

“Three years ago, Green ICT was not yet on the agenda, butnow it is being seriously discussed.”

Yes No Unknown

More than half of large companies perform Green ICT analyses.

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Small companies

Medium sized companies

Large companies

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Green ICT analyses: Benefits

The Green ICT Check was developed in cooperation with myclimate and WWF. It enables companies to quickly and easily check their potential savings of CO2 emissions. In addition, the check provides individual recommendations for action tailored to the company in question.

The Green ICT Certificate from Swisscom and myclimate confirms the savings. The saved costs and CO2 emissions are calculated and certified. This makes efficiency and environmental goals measurable. Furthermore, the Green ICT Certificate equips the company for future legal requirements.

From the company’s viewpoint, the values of Green ICT analyses, the labelling of green products and the certification as a green institution are assessed here.

The benefits of Green ICT analyses are generally rated as being of medium importance, although small companies rate them lower than medium-sized and large companies.

Small companies (M = 5.4) see little benefit in Green ICT analyses. Medium-sized companies (M = 6.6) view analyses (including labels and certification) as sensible and useful, and large companies also view them as useful.

The role of the person surveyed tends to have a significant influence. Those at the highest level of management consider the analyses to be less useful (M = 5.3) than those at mid- management level (M = 5.9).

The region, industry and gender of the person surveyed do not play a role.

Medium-sized and large companies view Green ICT analyses as beneficial.

“A label is important, but blind trust is not appropriate.” 1

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Implementation at the company

Support with implementation

Overall, companies found implementing Green ICT solutions easy. However, the company size has a significant influence.

Small companies (M = 7.5) find the conversion much easier than medium-sized (M = 5.0) and large (M = 5.3) companies.

Even within the industries, there are clear differences. Companies from the transport and logistics industry (M = 3.8) tend to find the transition to Green ICT solutions difficult. In the public sector (M = 5.6), transitions are seen as less difficult.

The media, communications and advertising industries (M = 8.3) and the service industry (M = 8.1) tend to find the transition to greener solutions easy.

Overall, there is medium interest in consulting and support during implementation of greener solutions. Company size has a significant influence.

Employees at small companies find support in the form of consulting or coaching less beneficial (M = 4.8) than those surveyed who work at large companies (M = 6.6). This is pre-sumably the reason that small companies, which found the transition at their own company easy, see no value in consulting and support.

Medium-sized companies (M = 5.9) rate support as being of medium importance.

The region and industry do not play a significant role.

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What importance do companies attach to consulting and coaching for the implementation of Green ICT solutions?

How have companies found the implementation of Green ICT solutions?

difficult easy unimportant important

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How is the brand image of individual companies assessed with regard to how environmentally friendly they are?

In the eyes of those surveyed, Green.ch and Swisscom have a comparably high environmentally friendly image compared with other brands. However, a potential distortion effect must be noted – for one thing, the name “green.ch” is suggestive of an environmentally friendly brand and also the majority of those surveyed are Swisscom customers.

The brand image of selected ICT companies

green.ch

Swisscom

HP

Microsoft

Apple

IBM

Siemens

Dell

Toshiba

T-Systems

Orange

Sunrise

upc cablecom

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PublisherSwisscom AG

Survey conducted bySwisscom IT Services in cooperation with the University of St. Gallen

AuthorDr Janice SpiessSwisscom IT Services

ContactsDr Janice SpiessSwisscom IT Services

Prof. Dr Moritz LoockInstitute for Economy and the Environment University of St. Gallen

Concept and designSabine MatthiesenSwisscom IT Services

For additional survey reports, please contactjanice.spiess@swisscom.com

You can find the online version atwww.swisscom.ch/green-ict

Publication details