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


November Innovation that Matters Update on Green: a rich edition dedicated to key Energy & Climate Change initiatives presented by our guest editor, Gerry Mooney, VP, Corporate Strategy, Emerging Business Opportunities

Thanks to Colin for forwarding this on
Innovation that Matters Team Update

Everywhere you turn someone is talking about green. This month's edition of our ItM Update is no exception!  We offer a rich edition dedicated to key Energy & Climate Change initiatives presented by our guest editor, Gerry Mooney, VP, Corporate Strategy, Emerging Business Opportunities. Gerry and his team have assembled a comprehensive view of key programs and associated enablement for sellers to engage their clients. We encourage you to familiarize yourself with the materials and broadly leverage it across your teams.

Please contact me or Cathleen Licero with any feedback or suggestions for content you would like to see featured in our next and final update for 2007.

Click here to view the November update.


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"The Six Sins of Greenwashing" - New study finds misleading green claims in 99% of products surveyed

Thanks to all those who passed it on...
(Personally I would add another sin -- using religious metaphors in relationship to environmental claims ;-)

Summary of the six sins:

1. Sin of the Hidden Trade-Off
2. Sin of No Proof
3. Sin of Vagueness
4. Sin of Irrelevance
5. Sin of Fibbing
6. Sin of Lesser of Two Evils

"The Six Sins of Greenwashing" - New study finds misleading green claims in 99% of products surveyed

   PHILADELPHIA, PA, Nov. 19 /PRNewswire/ - Buyers beware - that so-called
"green" product is likely stretching the eco-truth according to the Six
Sins of Greenwashing study released today by TerraChoice Environmental
   The Six Sins of Greenwashing found that of 1,018 common consumer
products ranging from toothpaste to caulking to shampoo to printers,
randomly surveyed for the study, 99% were guilty of "greenwashing."
   "The products we surveyed made a total of 1,753 claims, and 99% per
cent committed at least one of the Six Sins of Greenwashing," says
TerraChoice President Scott McDougall. "The Six Sins of Greenwashing will
equip consumers with tools to help figure out the truth about
enviro-friendly products." The study and consumer tip sheets can be found
on the Web at
   The environmental shortcomings were so prevalent that TerraChoice
separated them into six categories - or the "Six Sins of Greenwashing."

    1. Sin of the Hidden Trade-Off: e.g. "Energy-efficient" electronics that
      contain hazardous materials. 998 products or 57% of all environmental
      claims committed this Sin.

    2. Sin of No Proof: e.g. Shampoos claiming to be "certified organic," but
      with no verifiable certification. 454 products and 26% of
      environmental claims committed this Sin.

    3. Sin of Vagueness: e.g. Products claiming to be 100% natural when many
      naturally-occurring substances are hazardous, like arsenic and
      formaldehyde. Seen in 196 products or 11% of environmental claims.

    4. Sin of Irrelevance: e.g. Products claiming to be CFC-free, even though
      CFCs were banned 20 years ago. This Sin was seen in 78 products and 4%
      of environmental claims.

    5. Sin of Fibbing: e.g. Products falsely claiming to be certified by an
      internationally recognized environmental standard like EcoLogo, Energy
      Star or Green Seal. Found in 10 products or less than 1% of
      environmental claims.

    6. Sin of Lesser of Two Evils: e.g. Organic cigarettes or
      "environmentally friendly" pesticides, This occurred in 17 products or
      1% of environmental claims.

    "Consumers are inundated with products that make green claims," says
McDougall. "Some are accurate, certified and verifiable, while others are
just plain fibbing to sell products."
   Manufacturers and suppliers can request an assessment and EcoLogo
certification in order to determine whether a product's claims are valid or
if they commit one of the Six Sins. EcoLogo's insignia will help consumers
know that an independent, credible and expert third party has verified a
product's green qualifications.
   "Consumers want to live a more environmentally sustainable lifestyle,"
points out McDougall. "TerraChoice's goal with the Six Sins of Greenwashing
is to help consumers become more knowledgeable shoppers so that they can
buy green with confidence."
   About EcoLogo
   EcoLogo is a government ecolabelling program that has been accredited
by the Global Ecolabelling Network, an international association of
ecolabelling programs, as meeting the ISO 14024 environmental marketing
standard. EcoLogo was originally founded by the Canadian government, now
with worldwide use, similar to the U.S. government's Energy Star program.
EcoLogo provides a market incentive to manufacturers and suppliers of
environmentally preferable products and services in more than 120 product
categories (more than 7,000 products currently certified), and thereby
helps consumers identify products and services that are less harmful to the
environment. EcoLogo was established in 1988 and today is one of the most
recognizable ecolabelling initiatives in North America. For more
information, visit
   About TerraChoice Environmental Marketing
   TerraChoice Environmental Marketing is North America's premiere
environmental marketing firm. TerraChoice has been the official management,
certification and delivery agent of the EcoLogo since 1995. Emphasis on
customer service is a key component of TerraChoice's delivery of the
EcoLogo. Companies going through the certification process are assisted at
every stage. In the final stages, applicants are visited by a third-party
auditor who conducts a final verification audit. For more information,


Students try to make internet carbon neutral: The tool they have set up on their own website is downloadable and can easily be embedded free of charge into a web site. It calculates the site's total emissions according to the emissions associated with a web site's users' computers

Thanks to Pete for sending this one on... interesting idea


Students try to make internet carbon neutral

By Paul Eccleston

Last Updated: 12:01pm GMT 15/11/2007

Two students have launched an ambitious attempt to make the internet carbon neutral. Tim Sullivan and Alex Wissner-Gross are offering a free device to measure the carbon footprint of a website or even a blog.

Internet users - 'Most are unaware of its environmental impact'
'Most internet users are unaware of its environmental impact'

It works by measuring the time spent on the site and the amount of energy used which can then be offset.

Sullivan, 30, who is completing a Ph.D at Yale and Wissner-Gross,26, a Ph.D student at Harvard, estimate the internet is responsible for 100bn lbs of CO2 emissions annually.

Their inspiration came listening to a speaker who talked about his own generation's debt to the environment.

"One of the speaker's strongest messages was that individuals matter enormously and can make important contributions to 'greentech'. It dawned on us that the very computers on which his speech was being broadcast were contributing to the problem that he was lamenting," said Wissner-Gross.


"Most internet users are unaware of its environmental impact. To solve this problem, we created CO2Stats, the first-ever tool that allows bloggers and webmasters all over the world to monitor the carbon footprints of individual web sites internationally. Our ultimate vision is to make the entire internet carbon-neutral," said Sullivan.

"Our ultimate vision is to make the entire internet carbon-neutral."

The tool they have set up on their own website is downloadable and can easily be embedded free of charge into a web site. It calculates the site's total emissions according to the emissions associated with a web site's users' computers.

The two students calculate an average PC-server combination is responsible for the same carbon dioxide emission rate as about 1.5 humans breathing.

Their simple idea - launched only in October - has taken off and CO2Stats is projected to reach 1m users daily within a few weeks.

"We are delighted that its appeal is already being seen globally and is growing virally by more than 20 per cent every day," added Sullivan.

"While we offer all our users a variety of options for offsetting the emissions of their web sites, we are looking for corporate sponsors interested in helping to offset the emissions of our user base.

"Our long-term goal is to equip all products and services with enough intelligence to monitor and even neutralise their energy and environmental footprints. "

2 Articles: (1) It is possible to cut individual emissions by around 75 per cent without seriously altering our lifestyles. For a western European, that means slashing personal emissions from about 12 tonnes of CO2 to just 3 tonnes... (2) Those who deny that anthropogenic climate change is happening are now out on a very thin limb. Reporters shouldn't help them back into the mainstream by writing silly scare stories that can be blown away by the slightest breeze of scepticism

Thanks to Brian for forwarding on these articles

two articles from the latest NewScientist that I thought would be of interest to the community:

Dell will help corporations go green: Dell to release Greenprint reference architecture to help corporations gauge how green they are today and create plans to go more green in the future

Thanks to Penelope for pointing out that "infinite energy demand" is not likely to be compatible with "greeniness" (as Colbert might express it).

Dell will help corporations go green
Dell to release Greenprint reference architecture to help corporations gauge how green they are today and create plans to go more green in the future

By Agam Shah, IDG News Service

November 15, 2007

Dell plans to release a reference architecture in the future that will pave the way for enterprises to reduce power consumption and go green in the future, Dell CEO Michael Dell said in a keynote at the Oracle OpenWorld 2007 conference on Wednesday.

Reducing power consumption and going green is just one part of reducing IT complexity in the future, he said.

Online transactions are putting an infinite demand on servers, which puts an infinite demand on energy, Dell said. About 1.5 percent of U.S. energy in 2007 was consumed by datacenters and by 2011, 70 percent of U.S. corporations will witness disruptions due to power constraints, Dell said, citing Gartner statistics.

Dell did not detail the reference architecture, but said it will help corporations determine how green they are today, and help create plans to get more green in the future. "We call it your Greenprint, stay tuned to hear more about that," he said.

While the Greenprint reference architecture will help other companies, going green starts within his organization, Dell said.

"Dell will be carbon neutral by the end of 2008," Dell said.

In addition to the green initiative, Dell also announced the new Latitude XT tablet PC, which he said is the industry's thinnest 12.1-inch convertible laptop and has a 25 percent brighter screen than competitors. It will support new "multitouch" technology, said Kevin Kettler, Dell's chief technology officer, during an on-stage demonstration.

In addition to using single-touch capabilities with a finger or stylist, the laptop will bring multitouch capabilities to life with users being able to use multiple fingers to draw lines or manage images simultaneously, Kettler said.

"It's going to be a great avenue for creative applications to be developed around it," Kettler said. The system will ship in the next few months, Dell said.

The company will also be announcing a new all-in-one PC next week, Dell said, teasing the audience with a prototype on the stage.

As part of the effort to simplify IT, Dell also outlined efforts by the company to ease IT support for enterprises and users. Dell announced that it would deliver Solaris to users on its PowerEdge servers and support the Oracle VM hypervisor for systems using Oracle software. The virtual machine will transition workload seamlessly between machines, reducing system downtime while administrators perform system maintenance like memory increases or software updates, Kettler said.

Inaugural Green500 List Released at SC07

Thanks to Lloyd for forwarding


Data source:

Green500 Rank MFLOPS/W Site* Computer* Total Power (kW) TOP500 Rank*
Science and Technology Facilities Council - Daresbury Laboratory Blue Gene/P Solution
Max-Planck-Gesellschaft MPI/IPP Blue Gene/P Solution
IBM - Rochester Blue Gene/P Solution
Forschungszentrum Juelich (FZJ) Blue Gene/P Solution
Oak Ridge National Laboratory Blue Gene/P Solution
Stanford University/Biomedical Computational Facility PowerEdge 1950, 2.33 GHz, Infiniband
Harvard University eServer Blue Gene Solution
High Energy Accelerator Research Organization /KEK eServer Blue Gene Solution
IBM - Almaden Research Center eServer Blue Gene Solution
IBM Research eServer Blue Gene Solution


 BLACKSBURG, Va., Nov. 15 -- Virginia Tech released the inaugural
 Green500 List this morning at the Supercomputing 2007 (SC07)
 conference in Reno, Nev.
 "The Green500 List <> is intended to
 serve as a ranking of the most energy-efficient supercomputers in the
 world and as a complementary view to the Top500 List," said Wu Feng,
 associate professor in the Departments of Computer Science and
 Electrical and Computer Engineering at Virginia Tech.
 All systems on the Green500 List are ranked by MFLOPS/Watt (million
 floating-point operations per second per watt). The MFLOPS numerator
 is the reported LINPACK sustained (Rmax) value recorded by the Top500
 List. (LINPACK is a linear algebra software package used to create
 equations to challenge computers.) The watts denominator is either a
 direct measurement of the system running the LINPACK benchmark at Rmax
 load or a peak power estimate based upon machine specifications.
 For now, systems must first place in the current Top500 List in order
 to be considered for the Green500. Of the Top500 machines, more than
 200 machines directly reported their measured power for the Green500
 List. In cases where measured power was not provided, the Green500
 List used peak power, as estimated by the Green500 team, based on the
 best available specifications for the systems in the Top500 List.
 The November 2007 Green500 List is a combined ranking of all 500
 machines based on the best (highest) MFLOPS/Watt rating available from
 either direct measurements or peak power estimations. Because peak
 power numbers do not necessarily reflect power consumption under load,
 the Green500 team specifically discourages direct comparisons of
 measured and peak values in the current Green500.
 "As this list is the first attempt of its kind, the rankings are open
 to interpretation by the media, associated vendors, and the general
 community," said Kirk Cameron, associate professor of computer science
 at Virginia Tech. "The Green500 team encourages fair use of the list
 rankings to promote energy efficiency in high-performance systems. We
 discourage use of the list to disparage a particular vendor, system,
 or user," he concluded.
 The list itself and the methodology used to rank the systems are
 works-in-progress, Feng said, adding that this will evolve over time
 to ensure accuracy and more closely reflect energy efficiency in the
 fast-paced, ever-changing, high-performance community.
 Source: Christina Daniilidi, Virgina Tech