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The Green Enterprise? Skeptics Abound

By Dennis McCafferty on 2010-08-20


CIOs and other top IT decision-makers are often at the forefront of "green" initiatives within their organizations. But a revealing study, Sense and Sustainability, from global communications firm, Gibbs & Soell, and research firm Harris Interactive, indicates that only a minority of IT managers and other executives surveyed indicate that businesses today are committed to “green” advancements and practices. An even smaller percentage of the general public feels this way. More than 300 Fortune 1000 executives were interviewed for the survey. Findings run counter to a report earlier this year from the U.N. Global Compact and Accenture, which found that many CEOs see clear business value in sustainable practices.

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Only 29 percent of executives surveyed say that a majority of businesses are committed to sustainability.

Only 16 percent of consumers surveyed say that a majority of businesses are committed to sustainability.

78 percent of executives surveyed cite insufficient return on investment as a top barrier to more businesses “going green.”

71 percent of executives say that consumers' unwillingness to pay a premium for green products or services is a top barrier.

45 percent of executives say that the difficulty in evaluating sustainability across a product-life cycle is a top barrier.

34 percent of executives say the lack of commitment from senior leadership is a top barrier.

27 percent of executives say the insufficient government incentives are a top barrier.

20 percent of executives say internal opposition/lack of consensus is a top barrier for businesses.

69 percent of executives say that their companies have people who are responsible for green initiatives/practices within the organization.

38 percent of executives at companies with 10,000 employees or fewer devote no staffing resources to sustainability improvements.

24 percent of executives at companies with more than 10,000 employees devote no staffing resources to sustainability initiatives.

35 percent of executives say that the extent of their sustainability initiatives amounts to assigning additional “green” duties to the primary tasks of a team of individual employees.

Only 12 percent of executives say a C-suite executive or other senior-level member of their organization is dedicated solely to sustainability.

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