For Generation Z, sustainability has become an expectation rather than something that’s a nice-to-have and that buyers expect to be able to see hard evidence that companies are practicing what they preach. It suggests that, in the years ahead, as Gen Z-ers become decision-makers, having food sustainability credentials will become more important for IT industry brands.
► The next-generation consumers and decision-makers will always consider sustainability when making buying choices
According to a survey led by a Spanish university, younger consumers want to see clear and measurable evidence that a company is making progress with its efforts to be more sustainable and emphasise that it’s important for businesses to communicate their actions via social media and digital platforms.
The reason for this heightened awareness is that Generation Z (people born between 1997 and 2012 and who are now between 14 and 29 years of age) grew up surrounded by news about climate change and how it might impact the planet in the future.
As more of this generation become decision makers and influencers, IT industry companies – especially those building huge data centres to drive demanding AI workloads – are going to come under further scrutiny.
There appears to be much work to be done in this area. A recent S&P Global report on the green credentials of data centres, stated: ‘We expect most data centre that have no direct connection to low-carbon electricity, especially those used to train AI…due to their outsized electricity demand and other environmental impacts.’
This is not to say that data centres and IT companies can’t be in tune with environmental goals. But as the S&P report points out, material environmental risks – such as the emissions intensity of electricity procured, water use, and energy efficiency - need to be addressed in the initial project design and/or operation.
Sustainability remains a key priority for TD SYNNEX, which as well as pursuing its own ambitious net zero targets, supports industry and reseller partners in driving their own emissions reductions plans.
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Sustainability
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