Greenpeace Cool IT LeaderboardCisco, Ericcson and Fujitsu  topped Greenpeace’s third annual ranking of global IT companies on their efforts to address climate change.

by Tracey de Morsella, Green Economy Post.  Follow Tracey on Twitter @greeneconpost

Greenpeace announced the release of the third version of their   Cool IT Leaderboard, which reveals how some global IT companies are leading the industry by proving the potential of IT solutions to address climate change and reshape energy use.   The rankings are based on three categories: Solutions — the technologies that a company has developed to improve efficiency; Advocacy — how much effort companies, and particularly their CEOs, are putting toward the passage of global climate legislation; and Footprint — the commitments companies have made to reduce their own emissions.

Greenpeace is urging IT and communications companies to get involved with energy policy and take advantage of the commercial possibilities in lowering greenhouse gas emissions. The NGO  estimates that applying IT to power generation, transportation, and buildings can result in 15 percent emissions reduction over the next 10 years.  They want evidence that IT companies are not only developing solutions for their customers, but measuring and reporting their own carbon and energy savings potential.  It notes that cloud computing, a major IT industry initiative, poses “a major challenge” to IT’s positive contributions to climate control by centralizing compute power and resources in energy-hungry data centers.  Read Greenpeace’s new report, Make IT Green: Cloud Computing and its Contribution to Climate Change, which shows that cloud-based computing has potentially a much larger carbon footprint than previously estimated.

“The company bottom line coupled with the environmental bottom line, the need to curb a growing greenhouse gas emissions, should send the IT industry to the front lines in the battle for a clean energy economy,” said Greenpeace campaigner Casey Harrell.”The sector needs to step up its policy advocacy now.”

Why Cisco Climbed To The Top

Cisco has vaulted to the top of the Cool IT Leaderboard, doubling its score from the previous version by demonstrating the effectiveness of its greenhouse emissions-saving solutions, such as smart grid technology and office energy management.  Cisco has two high profile green initiatives  Mediator, which is a monitoring device that loads up the energy profiles of various devices in your data center or office building and EnergyWise, which is a management system for managing the power consumption profile of virtually anything attached to a network.   For Earth Day last month, Greenpeace organized a panel on IT and climate change which was hosted by Cisco and had representatives from Cisco, Google, IBM, and Microsoft.

The Greenpeace Cool IT Leaderboard

Ericsson Debuts at Second Place

Ericsson debuted at second place in the rankings, in part, because of its rigorous Life Cycle Assessments (LCAs) of its equipment and solutions and strong public methodology, which also accounts for the type of power communications equipment it utilizes in different locations. Ericsson’s CEO emphasizing the role of IT solutions in reducing emissions in a clean and prosperous economy before and during the Copenhagen Climate Summit.

Fujitsu Lauded For Becoming First Company To Set a Credible Goal For Amount of Carbon Saving for Consumer

Fujitsu also topped the list at 3rd place, because, like Ericsson, the company developed a strong methodology for measuring net impact of their solutions, which is essential for evaluating the impact of IT on a broad scale. Fujitsu has a comprehensive system to measure the before-and-after impacts of its solutions. It also provides the metric for emissions savings, including the energy consumption of these solutions.  Fujitsu is also the first company to set a credible goal for the overall amount of carbon savings provided to its customers.

HP Shows Commitment to Reduce GHG Emissions of HP Facilities

HP scored top marks for its commitment to reduce the GHG emissions of HP-owned and HP-leased facilities 20 percent below 2005 levels by 2013 on an absolute basis. Voluntary renewable energy purchases (including credits and energy generated on-site) represented 3.6 percent of HP’s electricity use in 2009 in addition to the renewable energy in the power grid.  HP is also working on accounting for Embedded Energy used during production of hardware required for solutions. This will provide more accurate estimations of emissions reductions over the entire lifecycle of a solution.

IBM Shines as a Green Business Advocate

IBM was singled out for its Smart Planet initiative, which advocates for IT companies to take advantage of the commercial possibilities in lowering greenhouse gas emissions.  IBM offers a wide range of climate solutions as part of its ‘Smarter Planet’ program and provides some case studies of savings achieved. IBM also provided case studies for traffic reduction in Stockholm and Smart Grid data.  IBM loss points for the limited amount of data provided.

Google Loses Points for Lack of Transparency

Google scored well, in part,  because of its PowerMeter technology.  Google’s data centers run efficiently, consuming about half the power as typical data centers by optimizing the chip, power pack design, and building cooling.   The company was also lauded for its advocacy efforts.  Google has  put forward a clear vision for moving to a clean energy economy. The report notes. “Google has also shown recent leadership in calling for the need for consumer access to information on their energy consumption, such as the data to be generated from smart meters.”

However, Google landed in 6th place because they have no emission reduction targets and because it does not release or disclose its own emissions, while the other technology companies have better transparency practices.  Greenpeace feels this policy weakens its ability to be an effective advocate.  According to CNET,  when contacted to inquiry about its transparency policies, a Google representative said that it doesn’t disclose information on the size of its operations for competitive reasons.

Who Landed on The Bottom of The List

The companies at the bottom of the list include Panasonic, in last place with 14 points; Sony with 16 points; and Sharp with 18 points. Panasonic has not made public any case study data that showcases the emissions savings of these solutions.  It also has not been clearer about the solutions it offers beyond energy efficient products nor shown leadership on  advocacy of climate and energy policies. Sony loss point for not being prescriptive about the types of climate and energy policies it supports. Sharp’s greenhouse gas emission reduction numbers are low globally and has shown only cautious support of Japan’s Prime Minister Hatoyama’s plan to reduce greenhouse gas emissions 25 percent below 1990 levels by 2020.

“IT companies can help shape policies to rapidly deploy IT solutions to help slow and reverse climate change, while increasing their revenue and growing in a more responsible way,” Greenpeace Campaigner Casey Harrell said in a statement. “The company bottom line coupled with the environmental bottom line, the need to curb a growing greenhouse gas emissions, should send the IT industry to the front lines in the battle for a clean energy economy. The sector needs to step up its policy advocacy now.”

You can download the full  Cool IT Leaderboard at the Greenpeace web site and the  Greenpeace’s new report, Make IT Green: Cloud Computing and its Contribution to Climate Change, which shows that cloud-based computing has potentially a much larger carbon footprint than previously estimated.   Similar to Greenpeace’s Guide to Greener Electronics, the Cool IT Challenge is updated regularly. Version 4 of the Leaderboard is slated for publication later this year.

© 2010, Tracey de Morsella. All rights reserved. Do not republish.

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Author: Tracey de Morsella (323 Articles)

Tracey de Morsella started her career working as an editor for US Technology Magazine. She used that experience to launch Delaware Valley Network, a publication for professionals in the Greater Philadelphia area. Years later, she used the contacts and resources she acquired to work in executive search specializing in technical and diversity recruitment. She has conducted recruitment training seminars for Wachovia Bank, the Department of Interior and the US Postal Service. During this time, she also created a diversity portal called The Multicultural Advantage and published the Diversity Recruitment Advertising Toolkit, a directory of recruiting resources for human resources professionals. Her career and recruitment articles have appeared in numerous publications and web portals including Woman Engineer Magazine,, Job Search Channel, Workplace Diversity Magazine, Society for Human Resource Management web site, NSBE Engineering Magazine,, and Human Resource Consultants Association Newsletter. Her work with technology professionals drew her to pursuing training and work in web development, which led to a stint at Merrill Lynch as an Intranet Manager. In March, she decided to combine her technical and career management expertise with her passion for the environment, and with her husband, launched The Green Economy Post, a blog providing green career information and covering the impact of the environment, sustainable building, cleantech and renewable energy on the US economy. Her sustainability articles have appeared on Industrial Maintenance & Plant Operation, Chem.Info,FastCompany and CleanTechies.

  • Eric Golpe

    This is a surprising result for Microsoft, and I’m wondering if Greenpeace isn’t missing considerable information. It seems the panel was driving these results, and Microsoft has some massive green efforts underway, especially for hteir data centers, which rank in the Top 10 of worldwide DC square footage. Anyone interesting in these initiatives can view efforts firsthand by visiting Microsoft’s Global Foundation Services Environmental Website at, or the Microsoft Environmental Blog (which has Microsoft top executives speaking to the efforts underway) at I even remember there being a comparison article on the web from 2006 centered around MSFT in comparison to GOOG, which is still online at—page-2/2100-1022_3-6080297-2.html?tag=mncol I wonder if all this changes any opinions??