The problem is that no universal standard in measuring carbon emissions exists. Vague and varied standards have clouded accuracy in monitoring, tracking, and reporting actual sources and amounts of carbon emissions. The GHG Protocol is a corporate accounting standard that guides companies and other organizations in preparing a corporate-level greenhouse gas emissions inventory using standardized approaches and principles. But while these protocols provide for best practices, the data center industry still needs an end-to-end standard for tracking and reporting carbon emissions throughout a facility’s lifecycle, from construction to operation, one that the iMasons Climate Accord aims to achieve.

Think of the data as a “nutrition label” for carbon emissions and energy usage. Once our baselines have been established, we will then be able to make informed decisions as to the positive or negative impact of different initiatives undertaken at every level—thus bringing credence to the mantra “if you can measure it, you can improve it.”

Why sustainability makes good business sense

It is becoming increasingly apparent when companies engage in “greenwashing,” or corporate posturing about being sustainable and green that is used with the intent to improve public perception but with little to no documented outputs to show for the claims. These practices contribute to customer skepticism and can diminish the reputation and value proposition of a brand. Greenwashing also does little to nothing to solve the problem at hand, which necessitates action, not jargon.

But that is beginning to change as corporate accountability and sustainability objectives are rising to the surface. Mounting pressure from customers to understand and disclose their carbon footprint has created a significant business opportunity. Companies identifying and executing their own green initiatives want to do business with like kind. The shift toward sustainable practices and partnerships has also impacted the investment community. Sustainable investing can include investing in sustainable products and services or the process of integrating sustainability-related data or insights into existing investment processes. Both aim to bring investors financial returns, align with investors’ ethical goals, and positively impact the world. There are now hosts of impact funds that seek to support measurable social or environmental outcomes, with the intention to generate profits for investors.

In the book Greener Data, Jennifer von Bismarck, founding partner and CEO of Galway Sustainable Capital, highlights how we got here in the context of the industrial economy versus the information economy. “The industrial economy, with its focus on utilizing natural resources and burning fossil fuels, created many of the environmental and social ills we are now trying to undo. The information economy holds the promises of reducing environmental impacts in the world and generating social benefits,” says von Bismarck. She recognizes, however, that this responsibility comes at a price. “As environmentally-minded participants in the information economy, we must take our data footprint into account.” Galway is just one company that specializes in investing in businesses from a total ecosystem perspective and focuses on investments that save energy, reduce greenhouse gas emissions and more.

What is next for our industry

Initiatives like the iMasons Climate Accord and organizations like the Network for Business Sustainability aim to educate, guide, and standardize protocols on how we get to Net Zero. Digital infrastructure companies can take an active role in shaping universal labeling standards, as well as mechanisms that ensure transparent and accurate carbon emission measurements.

As global digital transformation and network evolution continue to accelerate, the need for standardized and accurate sustainability data will only continue to grow. Getting to Net Zero as an industry requires more than just a commitment to ESG. People and partnerships must be the pioneering forces in keeping up the momentum and staying the course.

Customer literacy and adoption of ESG principles have begun to reshape the landscape of digital infrastructure. Investment opportunities in the ESG space continue to grow and represent a shift in industry-specific siloed approaches to investing.

Yes, sharing data and ensuring that ESG values are a fundamental part of a company’s operations are a good place to start, but true evolution comes from not just “talking the talk,” but also “walking the walk.” Besides making good business sense, evolving in a sustainable way toward reducing our collective carbon footprint just feels good.