Boosting sustainable business with cloud technology (Guest blog from Google)
Author: Justin Keeble, Managing Director, Global Sustainability, Google Cloud
Three quarters of European executives (74%) agree that sustainability can drive powerful business transformations, and cloud-enhanced solutions in artificial intelligence, machine learning and more are already making previously inconceivable environmental goals a reality. At Google Cloud, we are working with companies to accelerate the delivery of their sustainability goals. For example, we recently worked with retailer Urban Outfitters to create Nuuly, a peer-to-peer rental and resale marketplace for its brands. We supported cosmetics company Lush to open its first ‘Naked’ packaging-free store in 2019 and we are supporting Unilever with the delivery of their commitment to zero deforestation.
Sustainable business operations are no longer a nice-to-have. Today, environmental protection is a key and shared priority for countless consumers, governments, investors and more, so it’s no surprise that it’s also the number one business priority for 90% of European executives.
To work towards their ever-expanding environmental goals, many businesses are looking to Cloud Service Providers (CSPs) for support. With the help of cloud technology, businesses are already enacting far-reaching sustainable change, from lowering the emissions of digital applications and infrastructure to making smarter decisions about how they run internal operations. But how exactly are they achieving this?
With the help of cloud technology, businesses are already enacting far-reaching sustainable change, from lowering the emissions of digital applications and infrastructure to making smarter decisions about how they run internal operations.
Leading by example
More often than not, the sustainability initiatives of CSPs are just as ambitious as the businesses they serve. In 2007, Google became the first major company to go carbon neutral, and in 2017, we were the first to match 100% of our annual electricity use with renewable energy purchases. But we didn’t stop there. Our next challenge is to operate on 24/7 carbon-free energy (CFE) by 2030, which will mean a fully decarbonised energy supply every hour, every day, everywhere.
We are continually innovating to make our data centres some of the most energy efficient in the world, and striving to do more to help global efforts. For example, in the last year we’ve supported the launch of new solar and wind projects in Chile, Finland and Denmark, and have signed deals to support new projects in countries including the UK. When it comes to sustainability, CSPs must continue to lead by example, and prove to businesses that they are a long-term sustainable business partner.
Shared responsibility
It is one thing for a cloud provider to improve their own operations, but they must also pass this best practice onto their customers.
We are committed to enabling our customers to reduce their carbon footprint in their use of cloud technologies, which is why we introduced the Carbon Sense Suite. Through a selection of measurement and recommendation tools, the suite is already helping customers like international beauty brand L’Oreal to understand, and reduce, their cloud footprint.
Adopting public cloud technology is a great first step towards business sustainability efforts, but CSPs understand that driving real change is a shared responsibility.
Transforming business operations
CSPs have already revolutionised how sustainable operations are pursued by delivering public cloud technology, and now they are empowering their customers to do the same. Armed with the right tools and support, businesses can achieve and exceed even the most ambitious sustainability goals.
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