Green Branding: Facebook’s Sustainability Efforts ProsperWritten by Srdjan Toljagic / Featured in: Business, Column, Digital, Green / 16.03.2012.
In 2010 Facebook decided to care more about the environment through the platform with partners and their apps/games/groups, tech innovations in data centers and the way in which they operate in the company on a daily basis. Strong progress was made during 2011 and 2012 which enabled these efforts to spread on a global level, and the years to come will have great promise all shown in this interactive infographic.
Activity on the platform
There is no way to better promote, inspire and engage people to take initiative than through groups/apps/games and interaction with other people that share the same concerns or want to learn more. With various partners Facebook launched various programs from apps to help consumers monitor and compare their home energy use, to WWF apps app that allows people on Facebook to directly contact world leaders about environmental issues.
Sustainable technology, infrastructure and everyday green
As a major effort I would point out the focus on making data centers across the globe more sustainable and joining The Green Grid, a leading global consortium that helps push the boundaries of energy efficiency in the data center.
From the brand new data center that will be built in Lulea, Sweden and will be powered almost entirely by existing hydropower, to the existing data center in Prineville, Oregon which recieved LEED (Leadership in Energy and Environmental Design) Gold Certification. Energy efficient servers, open source hardware, converting PHP code to C++ to reduce CPU usage on servers and even an advanced photo infrastructure that makes photo serving and storage to use far less energy is enough to show that efforts are really being made.
With everyday green Facebook brings these efforts back home and implements them to everyday operations and their employees and their work habits.
How can BRANDS use sustainability for personal gain?
All these tech/administrative operations such as data center rebuilds, policies, contracts and partnerships don’t mean a lot to the regular folks that are brand consumers. Unless you engage them. Share your stories, give the chance for consumers to experience your brand, and the principles you stand for, and make it enjoyable. Every member of your staff is a brand ambassador so make them actually SEE how your employees go to work on their bikes, use solar energy for water heating at facilities etc.
Gain good reputation, for it is the most valuable thing a brand can have.