Sustainable business Pamlin

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Sustainable business in a Digital Europe ICT, CSR and and Sustainable Development Dennis Pamlin Global Policy Advisor, WWF Venice 4 July 2003

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1. Why is ICT important for sustainable development? 2. How can ICT contribute to sustainable development? 3. Key challenges in making ICT sustainable in Europe 4. CSR, how can business get the balance right between long term thinking and still focus on concrete results? 5. How can ICT help businesses in their work with CSR?

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1. Why is ICT important for sustainable development?

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www.panda.org/ict

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Living Planet Index, 1970-1999 0 20 40 60 80 100 120 140 1970 1975 1980 1985 1990 1995 2000 LPI upper confidence limit lower confidence limit World Ecological Footprint, 1961-1997 0 2 4 6 8 10 12 14 16 18 1960 1965 1970 1975 1980 1985 1990 1995 2000 billion "area units" Ecological Footprint Available biological capacity Available biological capacity allowing 10% for nature reserves WWF and ICT - WWFs perspective, sustainable development

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WWF and ICT - WWFs perspective, sustainable development

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WWF and ICT - WWFs perspective, sustainable development ”The deep fault line that divides human society between the rich and the poor and the ever-increasing gap between the developed and developing worlds pose a major threat to global prosperity, security and stability. The global environment continues to suffer. Loss of biodiversity continues, fish stocks continue to be depleted, desertification claims more and more fertile land, the adverse effects of climate change are already evident, natural disasters are more frequent and more devastating and developing countries more vulnerable, and air, water and marine pollution continue to rob millions of a decent life.” The Johannesburg Declaration on Sustainable Development World Summit on Sustainable Development, Johannesburg, September, 2002

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WWF and ICT - WWFs perspective, sustainable development

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WWF and ICT - WWFs perspective, sustainable development 1. ICT often works as a catalyst that can speed up current unsustainable trends or contribute to a shift towards sustainable development. 2. ICT has the character of a threshold technology. It has the potential to rapidly change the whole structure of society and reshape the way we organise our economy. 3. There is no such thing as a weightless or friction-less economy: we will always need food and shelter, will own material objects, and need transport.

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WWF and ICT - WWFs perspective, sustainable development

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Quality of Life Sustainable level One Billion Consumes 80% Five Billion Consumes 20% Resource/ Energy consumption ICT WWF and ICT - Democracy and the economy in today’s world Inspired by a figure from Mats-Olov Hedblom, Ericsson

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2. How can ICT contribute to sustainable development?

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ICT can contribute to SD in many different ways Some examples: 1. De-materialisation 2. ”De-transportation”/ Substitution 3. Increased efficiency in industry and buildings 4. Increased transport efficiency 4. Increased efficiency in production and planning 5. Better information WWF and ICT - Important areas in the context of ICT

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BUT IT IS NOT A SIMPLE THING...

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WWF and ICT - The right policy framework The need to address the rebound effects Inspired by a figure from Chris Tuppen, BT

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The ICT’s contribution to sustainable development can only be realised within the right policy framework. WWF and ICT - The right policy framework

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3. The key challenge in making ICT sustainable

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WWF and ICT - Focus and deliver real results Must be able to do three things at the same time... 1. Ongoing discussion about the overarching questions 2. Integrate a number of key principles in all areas 3. Chose a limited number of areas that support each other and that give concrete results

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I. Two overarching questions

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WWF and ICT - Two overarching questions 1. Democracy 2. The economy

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Quality of Life Sustainable level One Billion Consumes 80% Five Billion Consumes 20% Resource/ Energy consumption ICT WWF and ICT - Democracy and the economy in today’s world Inspired by a figure from Mats-Olov Hedblom, Ericsson

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II. Four sustainable ICT principles

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1. Service, not products 2. Reduced rebound effects 3. Robust systems 4. Parallel time horizons WWF and ICT - Four sustainable ICT principles

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III. Seven strategic areas

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WWF and ICT - Seven strategic areas 1. The ICT products 2. Transport of people 3. Transport of goods 4. City planning/ Housing 5. Production and Consumption 6. Relation to other technologies 7. Digital Divide

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WWF and ICT - Seven strategic areas 4 1 7 6 Seven strategic ICT areas

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4. CSR The balance between long term thinking and a focus on creating concrete results www.panda.org/downloads/policy/csrdiscussionwwffinal.doc

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Five different corporate approaches to rules and regulations 1. Breaking the law (very few) 2. Trying to lower the standards (some) 3. Following the standards (majority) 4. Going beyond the standards (some) 5. Going beyond the standards and suggesting new (very few) WWF and ICT/CSR - CSR in a context

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Five different corporate approaches to rules and regulations 1. Breaking the law (very few) 2. Trying to lower the standards (some) 3. Following the standards (majority) 4. Going beyond the standards (some) 5. Going beyond the standards and suggesting new (very few) WWF and ICT/CSR - CSR in a context

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1. First of all there exists a need for legally binding global rules (Corporate Accountability, CA), to help ensure minimum acceptable levels of responsible corporate behaviour and practices in every country in which they operate. 2 Secondly there is a need to support proactive front runners that integrate sustainable development into their core business strategies (Corporate Social Responsibility, CSR). WWF and ICT/CSR - CSR in a context

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i. From reactive and passive to proactive ii. From risk assessment and branding to a change of business model iii. From goods to service iv. From win-win-win to strategic investments v. From marketing to responsible marketing vi. From relative to an absolute impact approach WWF and ICT/CSR - Six guiding principles for a proactive company

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5. How can ICT help businesses in their work with CSR?

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WWF and ICT/CSR - ICT support for CSR? ICT can contribute to SD in many different ways Some examples: 1. De-materialisation 2. ”De-transportation”/ Substitution 3. Increased efficiency in industry and buildings 4. Increased transport efficiency 4. Increased efficiency in production and planning 5. Better information

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i. From reactive and passive to proactive ++++ ** ii. From risk assessment and branding to a change of business model ++++ ***** iii. From goods to service +++++ ***** iv. From win-win-win to strategic investments ++++ **** v. From marketing to responsible marketing ++ (****) vi. From relative to an absolute impact approach +++ ***** WWF and ICT/CSR - ICT support for CSR? + Company *Applications

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“Never doubt that a small group of thoughtful committed citizens can change the world; indeed it’s the only thing that ever has.” Margaret Mead 1901-1978