Deriving an ROI from Going Green
“Going green,” “sustainability,” reducing a “carbon footprint” – we have heard these as common PR buzzwords; however, trends show enterprises are “going green” for more reasons than marketing. Sustainability practices are becoming the new standard for affecting the bottom line and cutting costs. As organizations seek economic viability through green initiatives, Fast Company, among others, list common strategies among businesses seeking green solutions. These include:
- Enlisting staff participation: Green Research found that 80% of major corporations planned to invest significantly in employee [sustainability] engagement in 2012.
- Indirect emissions accounting, such as business travel: Last year, the Carbon Disclosure Project reported a 20% increase in indirect emissions reporting at leading companies.
- Integration of sustainability applications with existing business systems: Demand for corporate emissions management software is booming. Groom Energy predicts the market will increase 300% by 2013, while Pike Research says global expenditures for carbon accounting software and carbon management services is expected to grow from US$705 million in 2010 to US$5.7 billion by 2017.
According to Frost & Sullivan’s report: Analysis of the Global Web Conferencing Market, released November 2012, web conferencing revenue will show a healthy compound annual growth rate (CAGR) from 2011 to 2016 of 12% to reach $2.86 billion by 2016. The hosted web conferencing services market, specifically, is expected to have a CAGR from 2011 to 2016 of 11%. Still, we have trouble quantifying a tangible ROI for web conferencing solutions for budget and emission savings. Perhaps this is why quantification of sustainability measures is listed as a key differentiator in going green and gaining management support:
Sustainability is no exception to the maxim that management requires measurement. Employers that collect data on the organization’s footprint and employee sustainability efforts are roughly three times as likely to have a very effective program. And this group is growing, with the number of employers collecting these data increasing 15% since 2009, to three in ten. (Prairie, 2011)
iLinc web conferencing customers, however, seem to have the quantification dilemma solved. iLinc has long recognized the power of web conferencing to help companies save time, cost, and travel, while mitigating harm to the environment. Recently, iLinc announced its customers have saved $1 billion in travel-related costs as measured by their patented Green Meter Technology (for more information, see: http://www.ilinc.com/pdf/pressrelease/ilinc-green-meter-milestone-2012.pdf). Integrated within iLinc’s leading web conferencing and collaboration service, the Green Meter provides customers with greater insight into the environmental – and financial – impact of travelling versus meeting online. Rather than rely on manual tracking of travel and related expenses, iLinc’s Green Meter calculates, in real time, the:
- Cost savings;
- Miles of travel eliminated; and
- Reduction in CO2 emissions made possible through web conferencing.
Collectively over the past four years, iLinc customers have a calculated ROI of:
Green Meter allows each iLinc customer to view an immediate and quantifiable ROI of their web conferencing solution. iLinc also includes benefits unique from other common web conferencing services. For instance, while providing seamless integration with Salesforce.com, Outlook and Social Networking Sites, iLinc customers currently take advantage of whiteboarding, web sync and media capabilities and enjoy a solution that works without a PC third-party plugin.