Did you know that IT equipment is responsible for approximately 2% of greenhouse gases—roughly the same percentage as emissions from all the world’s airlines? With this in mind, it is important that IT organizations be part of the sustainability agenda, not only by employing sound business practices and being themselves well regarded as sustainable enterprises, but by ensuring that the services they provide educate, promote, and enable sustainable practices for others, whether employees, customers, or shareholders.

For seven consecutive years, BT has been rated the world’s number-one telecommunications company in the Dow Jones Sustainability Index. In this ITSMA Viewpoint, Janet Blake, head of Global Corporate and Social Responsibility (CSR) with BT plc, describes her outlook on sustainability and why we as marketing professionals need to be involved.

Key Takeaways

• Sustainability is more than just ‘doing the right thing.’
• Customers expect companies to have a clear policy when it comes to sustainability.
• Many companies are now seeing sustainability efforts making a positive contribution to the bottom line.
• You need to carefully consider the environmental credentials of your portfolio—if you don’t, your customers will!
• BT is seeing a clear correlation between CSR-related activity and trust in its brand.