This blog will cover some news items related to Sustainability: Corporate Social Responsibility, Stewardship, Environmental management, etc.


Fujitsu Becomes First Silicon Valley Company to Install Hydrogen Fuel Cell Power

Thanks to Alfred for the link!-

4.        Fujitsu Becomes First Silicon Valley Company to Install Hydrogen Fuel Cell Power
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Fujitsu America, Inc.

Fujitsu Becomes First Silicon Valley Company to Install Hydrogen Fuel Cell Power
New Power Plant is Clean, Sustainable and Economically Viable Step for Fighting Global Warming by Reducing CO2 Emissions

Sunnyvale, CA, August 17, 2007 — Fujitsu America, Inc. today dedicated a hydrogen fuel cell on its Sunnyvale campus. The fuel cell provides clean, efficient power for the campus data center and other operations, significantly reducing carbon dioxide (CO2) emissions. Fujitsu, the first Silicon Valley company to install its own hydrogen power plant, has spent a decade making a significant, sustainable investment in enterprise-wide initiatives designed to reduce the environmental impact of its products and operations. The hydrogen fuel cell will provide 50 percent of the power needed to cool the Fujitsu Sunnyvale campus data center and labs, reducing the amount of fossil fuel that must be burned to maintain operations and easing pressure on the local power grid.

According to the EPA, data centers across the U.S. consumed about 61 billion kilowatt-hours (kWh) in 2006, roughly 1.5 percent of the total U.S. electricity consumption, and based on current trends, consumption is expected to double by 2011. The fossil fuel-burning power plants used to generate this electricity release more than 40 percent of the total U.S. CO2 emissions, a prime contributor to global warming.

"Our real-world use of the hydrogen fuel cell is a clear demonstration of the ability of corporations to make a significant and financially responsible investment in reducing harmful impacts on the environment, with the ultimate goal of reversing global warming," said Tetsuo Urano, head of American operations, Fujitsu America. "With a payback of about three and a half years and a lifespan of about 15 years, hydrogen power is an excellent investment for the company. All of us at Fujitsu have a deep commitment to environmental responsibility, and we are proud of the leadership we've shown over the years, from reducing our carbon footprint, to eliminating lead and other harmful wastes from our supply chain and products, to broad recycling and reuse programs. We will continue to invest in innovation and programs that are both good for the environment and good for our business."

The hydrogen fuel cell installed on the Fujitsu Sunnyvale campus is the UTC Power PureCell(TM) Model 200 system, featuring ultra-low emissions. It meets the most stringent air emissions standards as set by the California Air Resources Board (CARB 07). Although it utilizes natural gas, it produces 35 percent less CO2 per megawatt-hour than the average fossil fuel-based power plant, and approximately 4,000 lbs per year less NOx, the equivalent of taking more than 100 average passenger cars off the road. The system has a low sound profile at 60 decibels at 30 feet, and emits no ozone-depleting fluorocarbons. Fujitsu America will also be contributing to water conservation. When compared to conventional power plants, a UTC Power PureCell(TM) Model 200 system will save at least 800,000 gallons of water per year. Over the 15-year life of the fuel cell system, Fujitsu will leave 12 million gallons of water untouched.

"Fujitsu is a model for how large organizations can work through the process of understanding their energy requirements, researching the best solution to meet their fiscal requirements and their environmental impact goals, and then making a solid, long-term investment in a clean, efficient, cost-effective energy system," said Jan van Dokkum, UTC Power President. "Our environmentally advanced UTC Power PureCell(TM) products offer proven reliability, energy productivity and a reduced carbon footprint to benefit our customers and their communities."

The Greening of Fujitsu

The hydrogen fuel cell is just the latest environmental initiative for Fujitsu. Other corporate-wide initiatives include meeting the stringent requirements of the European Union's RoHS standard for eliminating toxic substances; establishing end-of-life product recycling programs in North America, Europe and Asia; and initiating a variety of operational and employee-based programs such as recycling, carpooling, reduced lighting, and compulsory e-learning programs on the environment. Fujitsu has made the Dow Jones Sustainability World Index eight years in a row, and the FTSE4Good Index Series five years in a row(1).

Fujitsu currently has 16 Silver-rated LifeBook(R) mobile PC and Stylistic(R) tablet PC products registered on the Electronic Product Environmental Assessment Tool (EPEAT(2)). Fujitsu also has notebook computers that comply with the new stricter ENERGY STAR(R) 4.0 guidelines, and the company is an early participant in the Climate Savers Computing Initiative(3) . The Fujitsu PRIMERGY(R) TX120 server currently has the world's smallest footprint of any server and PRIMERGY and PRIMEQUEST(TM) servers offer a Cool Safe Design for increased cooling efficiency. ETERNUS(R) storage systems offer Massive Array of Idle Disks (MAID) that conserve energy by powering down when not in use. Fujitsu has introduced a new 2.5-inch hard disk drive that reduces power consumption by more than 50 percent and footprint by nearly 70 percent. High-speed, RoHS-compliant document scanners allow Fujitsu and customers to reduce the use of paper in offices. And by producing technical documentation only on CD ROM and DVD, one Fujitsu division is saving 2.6 million pieces of paper per year. Fujitsu was also the first company to utilize a bio-based polymer made from corn and other plant starches in fabricating notebook PC housings. (See related Fujitsu Environmental Initiatives Fact Sheet here.)

1 the Dow Jones Sustainability World Index eight years in a row, and the FTSE4Good Index Series five years in a row:
The Dow Jones Sustainability World Index consists of companies representing the top 10 percent of the leading corporate sustainability companies in 58 industry groups across 24 countries. These companies are selected from the largest 2,500 companies by market cap in the Dow Jones Global Indexes. Corporate Sustainability is a business approach that creates long-term shareholder value by embracing opportunities and managing risks deriving from economic, environmental and social developments. The FTSE4Good Index Series has been designed to measure the performance of companies that meet globally recognized corporate responsibility standards, and to facilitate investment in those companies. Transparent management and criteria alongside the FTSE brand make FTSE4Good the index of choice for the creation of Socially Responsible Investment products. FTSE Group (FTSE) is a leader in the creation and management of more than 100,000 equity, bond and hedge fund indices.
EPEAT, operated by the Green Electronics Council (GEC), helps buyers evaluate, compare and select desktop computers, notebooks and monitors based on their environmental attributes. EPEAT also provides a clear and consistent set of performance criteria for the design of products, and provides an opportunity for manufacturers to secure market recognition for efforts to reduce the environmental impact of its products.
3 the Climate Savers Computing Initiative:
The Climate Savers Computing Initiative brings together industry, consumers and conservation organizations to significantly increase the energy efficiency of computers and servers. Visit

About Fujitsu America, Inc.

Fujitsu America, Inc. provides administrative and financial support to Fujitsu North American Companies. The company offers shared services in IT, facilities, HR operations, employee benefit programs, as well as payroll and other administrative functions. In addition, Fujitsu America supports its sister companies in tax, legal and customs for compliance purposes. The company also supports Fujitsu Limited, its Japanese parent company, in procurement operations, and provides IT support to the National Astronomical Observatory of Japan with the operation of the Subaru telescope in Hilo, Hawaii.

About Fujitsu

Fujitsu is a leading provider of customer-focused IT and communications solutions for the global marketplace. Pace-setting device technologies, highly reliable computing and communications products, and a worldwide corps of systems and services experts uniquely position Fujitsu to deliver comprehensive solutions that open up infinite possibilities for its customers' success. Headquartered in Tokyo, Fujitsu Limited (TSE:6702) reported consolidated revenues of 5.1 trillion yen (US$43.2 billion) for the fiscal year ended March 31, 2007.

Press Contacts

Erin McCabe
Eastwick Communications
Tel: 650-480-4016

Fujitsu, the Fujitsu logo, LifeBook, PRIMEQUEST, and ETERNUS are trademarks or registered trademarks of Fujitsu Limited in the United States and other countries. Stylistic is a trademark or registered trademark of Fujitsu Computer Systems Corporation in the United States and other countries. PRIMERGY is a trademark or registered trademark of Fujitsu Siemens Computers GmbH in the United States and other countries. ENERGY STAR is a U.S. registered mark of the United States Environmental Protection Agency. All other trademarks and product names are the property of their respective owners

The statements provided herein are for informational purposes only and may be amended or altered by Fujitsu America, Inc. without notice or liability. Product description data represents Fujitsu design objectives and is provided for comparative purposes; actual results may vary based on a variety of factors. Specifications are subject to change without notice. Copyright 2007 Fujitsu America, Inc. All rights reserved.

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Fw: Networking the Hudson River

Thanks to Norbert for the link


Networking the Hudson River by Brittany Sauser
The Hudson could become the world's largest environmental-monitoring system.

Modeling the Hudson: A new streaming data acquisition and analysis system from IBM will receive data from a network of sensors distributed throughout the Hudson River. The system will examine the data and prioritize it, learning to recognize patterns and trends and automatically focusing resources on areas of interest. The system also includes visualization technologies that, fed with mapping data, can synthesize a virtual river, as shown above. This 3-D model will let researchers observe what is happening in the river in real time and track changes in the ecosystem.
Credit: The Beacon Institute
•   See images of the layout of the Hudson River network and a new sensor.

Technology Review - Published by MIT
Wednesday, August 29, 2007
Networking the Hudson River
The Hudson could become the world's largest environmental-monitoring system.
By Brittany Sauser

IBM and the Beacon Institute, a nonprofit scientific-research organization in Beacon, NY, have announced a collaboration with several other research institutions to create an environmental-monitoring system for New York's Hudson River. Their plan is to turn all 315 miles of the river into a distributed network of sensors that will collect biological, physical, and chemical information and transmit it to a central location, where it will be analyzed by IBM's new data acquisition and analysis system. According to John Cronin, CEO of the Beacon Institute, the project is now in its "design phase," which should be complete within a year and a half to two years.

The network's sensors will be deployed in a variety of ways. Some will be mounted on a new robotic underwater vehicle developed by Rensselaer Polytechnic Institute (RPI) and the Woods Hole Oceanographic Institute, both collaborators on the project; the vehicle will be powered by solar cells and can operate either autonomously or under human remote control. Other sensors will be suspended from buoys or fixed in place along the riverbed.

"In terms of having an integrated network of sensors, and given the magnitude of it for the Hudson River, this project is without a doubt a huge advancement and on a much larger scale than anything that has been done before," says Sandra Nierzwicki-Bauer, director of the Darrin Fresh Water Institute at RPI and a member of the science-research committee at the Beacon Institute.

The scale of the network and the variety of its sensors will demand a massive new data-analysis system, which IBM will provide. Comprising both distributed-processing hardware and analytical software, the system is designed to take heterogeneous data from a variety of sources and make sense of it in real time. The software learns to recognize data patterns and trends and prioritizes useful data. If some data stream begins to exhibit even minor variations, the system automatically redirects resources toward it. The system will also be equipped with IBM's visualization technologies; fed with mapping data, they can create a virtual model of the river and simulate its ecosystem in real time.

The IBM system "enables us to do a great deal of work in the area of data integration and data management for very large volumes and different types of data," says Harry Kolar, Global Alliance executive at IBM. "Another reason we are working in this sensor area is that we can actually build end-to-end solutions, meaning from the smallest device to a large back-end system."

Sensor networks to monitor everything from sewage systems to battlefields have been under development for many years, at companies like Intel, Sun, and Siemens and at academic institutions like the University of California, Los Angeles. But what the "research community has not had is the making-meaning part," says David Culler, a professor of computer science at the University of California, Berkeley. That's what the IBM system is intended to provide.

"A lot of what the research community has been focused on is getting sensors and delivering them through reliable, energy-efficient networks to the computing infrastructure," says Culler. "But once you have the data, what do you do with it, and how do you sort it?"

Much of the data the IBM system will be called upon to sort will be sensor reports on temperature, pressure, salinity, dissolved oxygen content, and pH levels, which will indicate whether pollutants have entered the river. Other sensors will be directed toward sea life, says Nierzwicki-Bauer, and will be used to study species and determine how communities of microscopic organisms change over time.

The exact number of sensors, their types, and their specific locations along the river have not yet been determined. But Cronin says that the sensors will easily number in the many hundreds, and the collaborators plan to develop new sensors along the way. IBM is also working to interconnect the sensors. According to Kolar, conventional network cables of various kinds, such as fiber-optic cables, will be used in some cases and wireless connections in others, depending on Beacon's research requirements. And since the Hudson River flows into the Atlantic Ocean, the river network will be designed with the idea of connecting it to oceanic observatory networks as well.

For Beacon, the project is an opportunity to extract new information from the ecosystem of the river and estuary in order to resolve environmental and policy issues. And what makes the Hudson an unusual subject for environmental monitoring--as well as a challenge to network--is that it is host to lots of human activity, says Cronin. The river is used by tankers, tugboats, barges, recreational vessels, and fishermen, and it's a source of drinking water for six communities. It is also an energy source for sewage treatment plants and industries along the river--in addition to being a home for marine life.

Once the monitoring system is in place, Beacon hopes to extend its efforts globally to create the same type of 24-hour monitoring system in developing countries where rivers are vital to local communities. IBM sees this as a unique opportunity to test and refine some of its advanced hardware and software, as well as develop new technologies for this particular application.

Culler is excited to see IBM involved in an environmental project. "I expect that you are now going to see quite a significant second wave of this [sensor network] technology. We were all really excited about it in 2003, and now in 2007 it is really mature enough that vision can come to reality."

Copyright Technology Review 2007.


Wireless Carrier Offsets Customer Emissions

Thanks to Susan for this one

Wireless Carrier Offsets Customer Emissions
Aug 23 2007

working_assets.jpgWorking Assets, a San Francisco wireless carrier with 50,000 subscribers, has a "carbon-neutral phone" program that has the company paying $55 to the Carbon Fund for a year's worth of carbon offsets when new subscribers sign up for a year, Bits reports

The company's latest product is a solar-powered phone charger being released today. The company says it is the first solar-powered charger for the mobile phone market in the U.S.

IBM Toronto Media Design Studio  | susan-jillian smith   | Multi-discipline Design| | tel: 905.413.5901 | cell: 647.400.7645
Instructions on How to Fly, by Douglas Adams: Throw yourself at the ground... and miss.
Blog: Pixel
International Butterfly Migration Project - The Green Project that came out of the Blue

Stuart Hart--Second Edition of his Book

----- Forwarded by Jean-Francois Barsoum/Markham/IBM on 08/29/07 09:20 PM -----

Dear Colleague:
A second edition of my book, Capitalism at the Crossroads, has just been released with substantial new content, updates, and a new foreword by Al Gore.  I'm copying the press release for the new edition below for your reference.  
Stuart Hart

Capitalism at the Crossroads, Second Edition

Stuart L. Hart, the S.C. Johnson Chair of Sustainable Global Enterprise and Professor of Management at Cornell's Johnson Graduate School of Management, has thoroughly revised and updated his seminal book, Capitalism at the Crossroads, Second Edition, with new case studies, trends, and lessons learned–including the latest experiences of leaders like GE and Wal-Mart.
You'll find new insights from the pioneering Base of the Pyramid (BoP) Protocol initiative, in which multinationals are incubating new businesses in income-poor communities around the world.  You'll also discover creative new ways in which corporations are responding to climate change and terrorism.  More than ever, this book points the way toward a capitalism that's more inclusive, more welcome, and far more successful–for both companies and communities, worldwide.
From the new foreword in this updated second edition:"The global context for business continues to change at an unprecedented rate, and Stuart Hart has effectively captured important insights into the nature of this contextual shift in the updated edition of Capitalism at the Crossroads."
–AL GORE, Former Vice President of the United States and Chairman, Generation Investment Management

Drawing on his experience consulting with leading companies and NGOs worldwide, Hart shows how to become truly indigenous to all your markets —and avoid the pitfalls of traditional 'greening' and 'sustainability' strategies. This book doesn't just point the way to sustainable enterprise: it offers specific techniques to recharge innovation, growth, and profitability in real businesses.

Capitalism at the Crossroads: Aligning Business, Earth, and Humanity is now available at, Barnes & Noble,,, and other fine retailers.
Corporate professionals, please visit for convenient access to our full inventory of books and training content. If you need to set up a corporate account, or need information on bulk orders and custom learning solutions, please call (800) 382-3419, or e-mail

NY Times: Business and Science to Join in Taking a River’s Pulse

Thanks to Sharon for forwarding this one

New York Times, August 16, 2007:
Business and Science to Join in Taking a River's Pulse


BEACON, N.Y., Aug. 13 — Environmentalists and big corporations often end up in open conflict because they do not see eye to eye on whether a natural resource like a river should be protected or exploited.

But the Beacon Institute for Rivers and Estuaries, a scientific research organization, and I.B.M., the computer giant, plan to come together in this old waterfront town on Thursday to announce a bold collaboration combining innovative technology with marine biology expertise to create a world-class center for river research. Their joint project will create a system of sensors to provide 24-hour-a-day monitoring of conditions in the 315-mile Hudson River as it flows from the Adirondack Mountains to the Atlantic Ocean.

The partnership will bring together two very different cultures, as was evident this week when I.B.M. executives accompanied the Beacon Institute's director on a tour of the river aboard a 29-foot wooden fishing boat called Trust. The environmentalist wore a polo shirt and athletic shoes. One of the executives was in a dark blue suit and striped tie.

The two sides also have different goals. While the Beacon Institute, which receives financing primarily from the State of New York, seeks to understand the river in order to protect it, I.B.M. sees an opportunity to create a new business based on environmental awareness. Both sides say they can accomplish something together that neither could do on its own. The overall cost has not yet been determined.

"We each hope to discover a lot of things along the way," said Harry R. Kolar, an executive with I.B.M.'s Global Engineering Solutions division. "This is not a typical project."

The data collected by the sensors could be used to make critical decisions, like when to allow power plants — such as Dynegy's huge Roseton plant on the Hudson in Newburgh, N.Y. — to run their cooling systems so they do not harm migrating fish. The Roseton plant is permitted to draw 924 million gallons a day to cool its generators, although the company says it rarely uses that much. But each time the plant takes in water, fish that get caught in the intake are killed, and the warm water the plant later discharges can harm many species.

Beyond the immediate application of the new technology in this region, the partners hope that the methods they develop could be used anywhere in the world where people rely on rivers. The sensors could detect the presence of parasites or pollution in third world rivers long before they reach populated areas, for example, giving officials time to warn the public and provide alternatives.

The Beacon Institute and I.B.M. also plan to sponsor an international conference on rivers and estuaries next year.

"This is the future," said John Cronin, the institute's director, who has spent years battling corporations that polluted the Hudson. "If you can predict, you can protect."

Under terms of the partnership, I.B.M. will assign six engineers to work on the project and will make available some of the data-collecting systems it has developed at its laboratories throughout the Hudson Valley. The company will also work over the next few years with Beacon Institute marine biologists and scientists to develop tools to analyze the flood of data that will be collected.

The Beacon Institute, which Gov. George E. Pataki created in 2000 as a kind of river-focused rival to the famous Woods Hole Oceanographic Institution on Cape Cod, will use the array of real-time monitoring devices the way a doctor uses the data from a heart monitor, assessing the condition of the river from moment to moment.

The comprehensive system, which could be in place within a few years, will provide far more detailed information than has been available before, people involved with the project say. And a new I.B.M. technology will let scientists analyze countless bits of data at the same time that it is being collected.

Construction is nearing completion on a new educational center inside the remains of an old brick factory on Denning's Point, a spit of land here in Beacon that juts out into the Hudson. Plans call for two more buildings on the eight-acre site, including a state-of-the-art research laboratory that is being designed with help from I.B.M. engineers.

Sharon L. Nunes, an I.B.M. vice president, is leading the Big Green Innovations group, which the company created this year to develop new businesses using I.B.M. technology to address environmental problems.

Ms. Nunes called the application of advanced technology in solving environmental problems like those in the Hudson "the new moon race," saying it would entice young people to study physics and engineering, the same way the space program did in the 1960s.

Mr. Cronin said the environmental movement is entering a new era, in which the confrontations of the past — bringing big lawsuits against corporations to block environmentally harmful projects or to force polluters to clean up — no longer work.

"I don't see this as two different groups of people," said Mr. Cronin, who for 17 years was the Hudson's first "riverkeeper," a private pollution watchdog. "There isn't room for permanent enemies anymore."

Mr. Cronin said nonprofit environmental organizations alone could never afford to hire the experts or develop the technology required to meet contemporary environmental problems, like global climate change.

But corporations like I.B.M. have that expertise on hand, he said, adding that a whole new generation of engineers — most born after the first Earth Day, in 1970 — see protecting the environment as a natural outgrowth of their work.

Others involved in the environmental movement agree that the time for confrontation has passed. "There are real opportunities for partnerships like this to provide the expertise and capacity that nonprofit groups don't have," said Steve Rosenberg, senior vice president of Scenic Hudson, an environmental group.

Of course, such partnerships are not always possible, he said, citing the example of the long conflict between environmental watchdogs and General Electric that led to efforts to remove PCBs from the Hudson.

But there is no such enmity evident in the agreement between the Beacon Institute and I.B.M. The partners plan to work closely with colleges and universities along the Hudson, providing research opportunities for students and faculty, some of whom are eager to get involved.

"If you look at large ecosystems — rain forests, the plains, the Arctic — they all require a scale of cooperation and deployment quite different from what historically an individual researcher could measure at one place in one time," said Arthur C. Sanderson, a professor of electrical, computer and systems engineering at the Rensselaer Polytechnic Institute, who is participating in the project. "This effort is very consistent with that emerging aspect of doing science on a large scale."

Professor Sanderson helped develop a solar-powered submarine with complex computerized sensing equipment that can monitor changing conditions in a river like the Hudson.

An important element of the joint program will be its accessibility not just to researchers and policy makers, but also to schools and universities. Much of the monitoring data will be available online as it comes in.

"What this does is provide a kind of window into this large, complex environment that was never before possible," Professor Sanderson said. "You can imagine a student that might be in a Hudson Valley middle school or one of the universities essentially being able to observe the system themselves, to access the data and create their own hypotheses."