CSR & Sustainability 
Technology companies 
Dr. Shefaly Yogendra and Namrata Rana 
The Customer Experience Company
Companies that take the lead on 
“sustainability” will be market makers 
rather than market takers 
The Business Case for ...
Strategic 
capability in 
sustainability 
“ 
is increasingly 
an important 
measure of 
corporate 
success. ” 
As sustaina...
“ 
The internal 
and the 
external faces 
of the 
organisation 
are inextricably 
linked. ” 
The CIO and the IT department...
The question we asked 
as we read through the DQ Top-20 was 
Shouldn’t sustainability be a measure included 
in assessing ...
Policy trends 
will force your 
hand. 
Especially if 
you have global 
ambition. 
The realisation of these 
ambitions requ...
“ trends 
A strategic 
approach to 
demographic 
trends makes 
commercial 
sense. 
In other words, it makes 
sense to be i...
“ 
Our Research 
In examining 
Is sustainability on the corporate agenda? 
sustainability 
If on the agenda, does sustaina...
Question. 1 
Is sustainability on the corporate agenda? 
A review of the corporate websites of DQ 
Top-20 revealed some in...
Question. 2 
If on the agenda, does sustainability reporting 
follow a standard? 
We find that of the fourteen IT companie...
Question. 3 
Where reports are available, are there any mentions of 
Green IT initiatives in these reports? 
Of the Top-20...
What kind of Initiatives are these companies 
involved in? 
17IT companies 
have Environmental 
Initiatives 
Question. 4 
...
Question. 4 - Contd 
What kind of Initiatives are these companies 
involved in? 
Healthcare 
Education 
Community Developm...
Initiatives of IT Companies
Initiatives of BPO Companies
Conclusion 
As is evident this is an overview of the DQ Top-20 IT and BPO 
companies. The research can be improved and exp...
Way Forward 
What does this mean for the DQ Top 20 companies? 
Simply that if your company’s leadership is not proactive a...
Futurescape, Delhi 
Level 4, Rectangle 1, Commercial Complex D4 
Saket, Behind Sheraton, Delhi 
New Delhi – 110017, INDIA ...
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Sustainability and Technology Companies

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What can IT leaders do more to make it more visible? Green IT is not about replacing printers but about understanding overall business impact.

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Sustainability and Technology Companies

  1. 1. CSR & Sustainability Technology companies Dr. Shefaly Yogendra and Namrata Rana The Customer Experience Company
  2. 2. Companies that take the lead on “sustainability” will be market makers rather than market takers The Business Case for Sustainability, World Economic Forum, January 2009.
  3. 3. Strategic capability in sustainability “ is increasingly an important measure of corporate success. ” As sustainability begins to rework the soul of the organization, the roles of the CIO and the organisation’s IT nerve centre become central to companies. Competitive advantage may be gained variously from green or sustainable IT enabled supply chains, or from social or community initiatives.
  4. 4. “ The internal and the external faces of the organisation are inextricably linked. ” The CIO and the IT departments are increasingly being asked to provide crucial input into the sustainability impact of various company initiatives
  5. 5. The question we asked as we read through the DQ Top-20 was Shouldn’t sustainability be a measure included in assessing the performance of DQ top 20 companies? ” “ After all there are key trends that are shaping the world around us.
  6. 6. Policy trends will force your hand. Especially if you have global ambition. The realisation of these ambitions requires local compliance in the markets that these companies want to enter and do business in. Keeping current with regulations, successful multi-jurisdictional compliance and clear, responsible reporting will require clear strategic leadership and organisational preparedness. What better time to start than now? trends ” “
  7. 7. “ trends A strategic approach to demographic trends makes commercial sense. In other words, it makes sense to be inclusive in one’s hiring and team-building. Women make up half of the potential workforce while young persons between the ages of 10-24 make up 30% of the population of India. The talent crunch faced in R&D, sales and IT by India Inc is already quite widely documented. What better than for the DQ Top 20 to get involved in their communities?”
  8. 8. “ Our Research In examining Is sustainability on the corporate agenda? sustainability If on the agenda, does sustainability activities of reporting follow a standard? DQ Top-20 IT and Where reports are available, are there any Top 20 BPO mentions of Green IT initiatives in these reports? companies we What kind of Initiatives are these asked a few companies involved in? questions. ”
  9. 9. Question. 1 Is sustainability on the corporate agenda? A review of the corporate websites of DQ Top-20 revealed some interesting indicators. Of the Top-20 IT companies, only 14 companies have made sustainability reports available; others do not mention them. Out of the Top-20 BPO companies, only 7 companies have sustainability reports, and of these, only one company is a pure-play BPO while the rest are part of IT companies 14IT companies have Sustainability reports 07BPO companies have Sustainability reports ” “
  10. 10. Question. 2 If on the agenda, does sustainability reporting follow a standard? We find that of the fourteen IT companies that publish sustainability reports, thirteen companies follow the Global Reporting Initiative (GRI) framework, while one has its own reporting framework. The seven BPO companies that have a sustainability report follow the GRI reporting framework. The GRI i s a n e t w o r k t h a t p r o d u c e s a comprehensive sustainability reporting framework 13IT companies follow GRI framework 07BPO companies follow GRI framework ” “
  11. 11. Question. 3 Where reports are available, are there any mentions of Green IT initiatives in these reports? Of the Top-20 IT companies, we find only 13 companies with “Green IT Initiatives”. Off the 20 BPO companies, only 8 companies have “Green Initiatives”. These mainly consist of activities and initiatives focused on the environment. What exactly these activities are can only be determined after extensive consultation with IT leaders. 13IT companies have GREEN IT Initiatives 08BPO companies follow GRI framework ” “
  12. 12. What kind of Initiatives are these companies involved in? 17IT companies have Environmental Initiatives Question. 4 Software companies such as Infosys has even developed apps such as for energy management and individual carbon footprint calculator. These apps often are not only for their clients but also for the end user. Hardware companies such as Microsoft, Dell and HP talk of reducing the environmental impact by creating energy efficient and environment friendly products for the end user. The various activities to save water, energy and waste management appear to be followed and practiced across all company units whether offices or manufacturing units. Water, Energy Consumption Reduced Carbon footprint Waste Management Supply Chain / Procurement Sustainable Product / Services ” “
  13. 13. Question. 4 - Contd What kind of Initiatives are these companies involved in? Healthcare Education Community Development Diversity Digital Empowerment Charity Donations ” “ We also find that contribution to society forms an important, recurrent element of sustainability initiatives including those based on
  14. 14. Initiatives of IT Companies
  15. 15. Initiatives of BPO Companies
  16. 16. Conclusion As is evident this is an overview of the DQ Top-20 IT and BPO companies. The research can be improved and expanded. The data are incomplete. For instance, a top-ranked company mentions sustainability on their website, but there is no sustainability report. The very same company is pitching sustainability based solutions or products to their clients, which makes their own lack of commitment to sustainability quite concerning. Similarly we note that hardware companies (both manufacturing and distribution) talk of green products but the efficacy of the claim greatly depends on recycling programmes and their supply chains. The lack of data here hampers analysis. The analysis therefore has limitations. With the available data, we have but one aim: to ignite conversation with CIOs and in the board rooms of these technology companies. In particular, we are keen to emphasise that societal discourse is changing and forcing transparent responsibility on corporations. The change is also effecting a shift in the balance of power between corporates and society. Governments and regulators as well as boards of companies, private or public, pay attention to such trends and want to be seen to do the “right thing”. DQ Top 20 IT DQ Top 20 BPO ” “
  17. 17. Way Forward What does this mean for the DQ Top 20 companies? Simply that if your company’s leadership is not proactive and does not operate with a finely tuned social responsibility compass, the oversight will bring substantial costs to the company. In addition to the direct impact on shareholder wealth, such costs may include damage to long-term brand equity and goodwill creating “unsustainability” for the business. Smart leaders are tuned into the social discourse and choose strategic proactivity over reactive damage control. ” “ We would like to hear your views. Please do get in touch with us at trendscape@futurescape.in
  18. 18. Futurescape, Delhi Level 4, Rectangle 1, Commercial Complex D4 Saket, Behind Sheraton, Delhi New Delhi – 110017, INDIA Futurescape, Mumbai Level 2, Raheja Centre Point 294 CST Road Near Mumbai University Off Bandra–Kurla Complex, Santacruz (E) Mumbai – 400098, INDIA Telephone: +91 9910201783 +91 (11) 6654 4196 Email: innovate@futurescape.in Web: www.futurescape.in Twitter: @futurescape

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