Top 7 Trends Shaping Digital Transformation In 2023 – Sustainability

#7 Why Sustainability Will Drive IT Investments

The integration of sustainability into the core strategies of businesses has become vitally important, providing them with a competitive edge.

With an increasing public focus on climate change and environmental protection, companies are now under immense pressure to demonstrate their commitment to sustainability initiatives.

From an economic standpoint, investing in sustainable practices can have great value for organizations. For example, they can reap significant financial rewards and bolster their brand image.

However, it’s not just the traditional sectors, such as manufacturing, that need to become more eco-friendly. IT investments and digital marketing also play a vital role in driving sustainability efforts across businesses.

This blog post will explore how organizations are using sustainable technology investments to drive efficiency and reduce costs while still maintaining sustainability goals.

What Is Sustainability?

Sustainability is defined as “meeting the needs of the present without compromising the ability of future generations to meet their own needs.”

In other words, sustainability means that businesses should balance meeting current needs and preserving resources for future generations.

This includes:

  • Reducing energy waste
  • Limiting pollution
  • Ensuring that operations are conducted in an environmentally responsible manner

Sustainability as a Key Organizational Objective

IT investments are a strong focus in sustainable business strategies today. They can result in significant cost savings over the long term. 

In recent years, as technology has become more efficient and sustainable options have become readily available, businesses have embraced IT investments to help them reap economic and environmental rewards.

With the public becoming more involved with environmental issues, businesses must implement sustainable practices to succeed. 

IT leaders understand how vital sustainability objectives are to the success of their organizations and are beginning to put these policies into place.

According to recent surveys, nearly 90 percent of business leaders view sustainability as a key IT objective. They expect budgets devoted to IT investments to rise by 10-20 percent within the next three years.

Reducing Operational Costs With Environmental Sustainability

Investing in sustainable IT technologies can drastically reduce operating costs for businesses. Renewable energy sources such as solar panels or wind turbines are becoming increasingly popular. These solutions lower electricity costs without reducing quality or performance.

80 percent of CEOs have stated that they plan to invest in new IT products this year and next, with environmental sustainability being the third-biggest driving force behind these decisions. 

By meeting sustainability goals, businesses can benefit by reducing expenses while attracting the best talent, differentiating them as green crusaders.

IT investments could create a greener future while keeping operational costs to a minimum.

Why It Matters to Digital Marketing

But why does sustainability matter for your company? More importantly, why does it matter for your digital marketing efforts?

The short answer is that consumers are becoming increasingly mindful of the environmental impact businesses have. However, it’s more than just consumer sentiment. We’ll explain why the pivot to sustainability matters in more detail below.

Reduced Carbon Footprint 

Digital marketing reduces carbon emissions by using fewer resources than traditional forms of advertising. For example, online ads require less paper and energy than print ads, making them more sustainable alternatives.

Additionally, digital marketing platforms like Google Ads allow you to target specific audiences with your message, reducing the need for widespread broadcast campaigns that require more resources and create a larger carbon footprint. 

Increased Consumer Loyalty

As we said, consumers today are more aware of environmental issues and want businesses to take action to protect the planet’s resources.

Businesses taking a stand on sustainability can help build consumer loyalty by showing them that they care about more than just profits. 

This can be especially true for younger generations who prioritize sustainability when making purchases or looking for employment opportunities.

You Can Make a Difference 

Sustainability matters because it enables businesses to make a difference in the world around them.

For example, IT investments that reduce energy consumption or support local farmers can help protect the environment and promote economic development in underserved communities. 

By committing to these projects, companies can positively impact society and boost their bottom line.  

Is There Enough Technological Support?

The question of whether sustainable IT investments are feasible is a valid one.

Fortunately, the answer is yes — technology has advanced to such a degree that you can make sustainable IT investments with minimal effort.

Gaining Insights Through Enterprise Data

Enterprise data has become a significant source of information for organizations that want to assess their performance when it comes to sustainability.

Organizations can collect and analyze data from various sources, such as:

  • Production processes
  • Energy consumption levels
  • Waste management

They can track their progress over time and gain valuable insights into what works best for their operations.

Organizations can use enterprise data analytics systems to:

  • Measure the effectiveness of their sustainability efforts
  • Make changes as necessary to stay on track with meeting their goals

Improving Connectivity

As technology advances, improved connectivity can help us reach our sustainable development goals faster than ever. 

Improved connectivity allows us to share data across multiple platforms quickly and accurately. Consequently, this ensures everyone is on the same page about what needs to be done to reach sustainability goals.

Connectivity also allows us to access real-time information from remote locations, which helps us make better-informed decisions regarding managing resources responsibly.

Finally, it helps us collaborate more effectively, furthering our ability to make meaningful progress toward achieving our sustainable development goals.

Sustainable Digital Marketing

IT investments can be intimidating, but with sustainable digital marketing, companies can ethically and sustainably promote themselves online to grow their community and increase their profits. 

It does not involve greenwashing. Instead of just talking about being green or eco-friendly, this type of digital marketing encourages businesses to do good for the environment as a core part of their strategy.

Finding the right balance between profit and sustainability is critical for successful execution. However, digital marketers can use processes and strategies to ensure businesses meet their goals while acting responsibly.

Sustainable digital marketing is a win-win: it creates more revenue while giving back to our planet.

Need Help With Digital Marketing? Consult PERC

At PERC, we understand the importance of sustainability and have developed strategies to help you create an effective digital marketing plan that incorporates sustainable investments.

We will work with you to identify critical areas where you can make meaningful investments in technology and processes that will help your business grow while protecting the environment.

Contact us today to learn more about how our experts can help you take advantage of sustainable IT investments for your organization.


Xavier Berkness

Xavier Berkness is the President of PERC, a renowned Digital Marketing Company. With an impressive career spanning over two decades since 1996, Xavier has earned a reputation as a leader in the field of digital marketing. He has leveraged his deep understanding and expertise in building websites to author a highly-regarded book, 'Mastering On-Page Optimization - The Secret Sauce of an SEO System.' Xavier's impactful contributions to the industry have been recognized in a Star Tribune feature, where he was hailed as a 'Mover and Shaker.' Outside the professional realm, Xavier is a nature lover who cherishes time spent near the ocean. He continues to fuel his passion for digital marketing, relentlessly seeking new knowledge and strategies every day. His combination of professional prowess and personal charm make Xavier a trusted authority in the digital marketing industry.