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New legislation, 'green collar workers' and a desire to save costs are driving businesses to change their ways

By Iain S Bruce, Technology Editor

There are no two ways about it: business is going green. It might be compelled to do so by legislation, consumer demand or even pressure from the workforce, but the fuse has been lit, and Europe’s corporations have no choice but to face up to a future where being environmentally friendly is a must.

Already, British industry is witnessing the rise of the “green collar worker”. According to research from Fujitsu Siemens Computers, 78% of British workers believe that they are more environmentally conscious than they were five years ago, and a growing number have begun to take their consciences into the workplace. More than a quarter of employees now lobby their employer to implement more environmentally friendly policies and, with legislation looming on the horizon, the pressure to establish planet-friendly operations is intensifying.

The Rise of Eco-Conscious Employees

“The time has come when no industry can afford to ignore environmental issues,” says Dr Joseph Reger, chief technology and strategy officer at Fujitsu Siemens Computers (FSC). “Whether they are motivated by staff lobbying, commercial pragmatism, or simply their responsibilities as human beings, business leaders have to make the green agenda one of their top priorities. Over the next decade, this will be one of the greatest challenges we will have to face.”

Europe’s only expanding PC manufacturer, FSC recently completed a multi-million pound refit of its headquarters plant in Augsburg, Germany. Now nearing full capacity and delivering satisfactory economies of scale, the factory is currently churning out the company’s newly launched Amilo V2030, billed as the first “green” laptop.

“We believe that we have a responsibility to protect the environment,” says Reger. “This view is shared by people across Europe, and I think that when consumers see that we are embracing the issue, they will respond well to us.”

Driving Factors for Going Green

Warm and fuzzy as the green computer concept might be, there are also more prosaic motivations driving the company’s eco-friendly march. February will see the introduction of the EU’s Reduction of Hazardous Substances Directive (RoHS), and from July electrical products containing a range of dangerous compounds will be banned from sale across Europe. In addition, those held responsible for such products face maximum penalties of up to two years’ imprisonment and an unlimited fine.

Toeing the environmental line is not going to be an optional thing, nor will it necessarily be cheap. While Fujitsu Siemens believes that consumers will respond well to any company they perceive to be providing ecologically acceptable products, the company does not think that they will be equally as happy to pay extra to go green. Consequently, it has had to absorb the cost of retooling as an unavoidable expense, maintaining pre-existing price levels across its product range.

Financial Benefits of Going Green

Green business values are not only a matter of legal or moral compulsion; growing evidence suggests that by tackling environmental issues, nearly every business could reap financial benefits. Research commissioned by FSC and carried out by TNS PhoneBus suggests that failing to switch off PCs when the office closes costs British industry a staggering £123.2 million each year. The company has launched its own Big Turn Off campaign, calling for Britain’s businesses to shut down their machines when they leave the office.

Garry Owen, head of product marketing at Fujitsu Siemens Computers, says: “It was surprising to see that so many workers claimed to have ‘gone green’ in the workplace and yet they still overlook the most basic way to save energy, which is to turn their PC off when it’s not in use. UK businesses need to consider both the financial and environmental implications of leaving a computer running, and make turning off their PCs each night a policy. So many employees think it’s sufficient to leave their PCs on standby, but this still wastes valuable energy resources.”

The Writing is on the Wall

Irrespective of whether the people running Britain’s companies regard the environmental lobby as responsible forward-thinkers or tree-hugging fools, within a raft of driving forces, ranging from sentimentality to good fiscal sense, there is an argument designed to appeal to just about anybody. Be you hard-headed or warm-hearted, the writing is on the wall.

“We have seen the environmental question spread as an issue through the Nordic countries, Germany and the rest of mainland Europe, and this process will certainly continue across the global marketplace,” says Bernd Bischoff, Fujitsu Siemens’s CEO. “We are past the point where there can be any doubt about this, and that is why we believe it is vital for our company to be seen at the forefront of this movement.”

Hotels and Environmental Sustainability

As businesses across various industries embrace the concept of going green, the hotel industry is no exception. Hoteliers are recognizing the importance of implementing sustainable practices and reducing their environmental impact. This shift towards environmental sustainability is not only driven by legislation but also by consumer demand for eco-friendly accommodation options.

The Benefits of Green Hotels

Green hotels not only contribute to a healthier environment but also offer several benefits to both guests and hoteliers. By implementing energy-efficient measures, hotels can reduce their operational costs and save on utilities. This cost-saving aspect is particularly significant given the rising energy prices in the hospitality industry. Moreover, eco-conscious travelers often seek out hotels that align with their values, meaning green hotels can attract a larger clientele base.

Environmental Initiatives in Hotels

Hotels are adopting various environmental initiatives to minimize their ecological footprint. These initiatives include energy conservation measures such as using energy-efficient lighting, implementing smart thermostats, and utilizing renewable energy sources. Water conservation is also vital, with hotels implementing strategies like low-flow showerheads and faucets, as well as adopting water reuse and recycling systems. Waste reduction and recycling programs are also commonly implemented.

The Rise of Certification Programs

Recognizing the importance of environmental sustainability, several certification programs have emerged in the hospitality industry. These certifications assess a hotel's eco-friendly practices and provide a recognized standard for guests to identify green hotels. Examples include LEED (Leadership in Energy and Environmental Design) certification and Green Key certification.

In conclusion, the trend towards environmental sustainability is transforming various industries, including the hotel sector. Embracing eco-friendly practices not only benefits the environment but also offers financial advantages and attracts eco-conscious travelers. As consumers become more environmentally conscious, the demand for green hotels will continue to grow, making it essential for hoteliers to prioritize sustainability.

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