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Turning Tech Trash into Treasure: Why Sustainability is Your Next Big Product Win 🚀
Ever feel like your organization is drowning in data, but starving for insights? You’re not alone. But what if we told you that the real value isn’t just in collecting data, but in using it to build a better, greener digital future? 🌱
This isn’t just a feel-good initiative; it’s a strategic imperative. As green IT expert Frederick Bordage points out, up to 80% of a digital product’s environmental footprint is determined during the design phase. That’s a massive opportunity to embed sustainability right from the start!
But how do we get there? And what’s stopping us? We sat down with Jo Masraff (aka Pirate Jo) and Sathpal Singh, co-founders of Greenp, and two incredible advocates for sustainability in tech, to unpack their recent study and shed some light on the path forward. 💡
The (Surprising) State of Sustainability in Tech 📊
Jo and Sathpal, alongside partners like Thoughtworks and Digital Natives, conducted a qualitative study with product managers and product owners across Europe. Their goal? To understand the adoption rates and challenges of integrating sustainable practices into daily operations.
Here’s what they found:
- The “I Know It When I See It” Problem: While participants rated themselves highly on their understanding of sustainable practices (averaging 4.4 on a knowledge scale!), deeper dives revealed a surprisingly low foundational understanding. It turns out, many folks think they know sustainability, but the true depth is often missing. 🧐
- The Accessibility Obsession: A significant chunk of participants (around 30%) focused their sustainability efforts primarily on social aspects like accessibility and inclusion. While absolutely crucial, this often overshadowed the environmental and economic dimensions that are core to green IT. It’s like focusing on tidying your room when the house is on fire! 🔥
- Sustainability as a Cost, Not a Catalyst: The biggest hurdle? Sustainability is still widely viewed as a cost center or a regulatory checkbox, rather than a strategic advantage or a driver of innovation. This is baffling when you consider that technology is the second-biggest rising industry globally, and “green” is the fourth. Pairing these two isn’t just smart; it’s a guaranteed win! 🏆
- The Influence Gap: Many practitioners feel they lack the influence and agency to drive sustainable changes, especially in larger organizations. This feeling of powerlessness can lead to sustainability becoming an afterthought, an add-on, rather than an integral part of the product lifecycle. 😔
The Agile-Sustainability Intersection: A Natural Fit 🤝
This is where the magic happens. Jo and Sathpal, seasoned agile practitioners, see a profound, almost inherent, connection between agility and sustainability.
- From Pace to Purpose: Agility has long championed “sustainable pace,” but this can evolve. It’s not just about operating rhythm; it’s about making conscious, sensible choices that yield longer-term benefits. This is a shift from short-term thinking to a more strategic, long-term vision. 🎯
- Opportunity Over Obligation: The conversation needs to shift from a purely regulatory, “have to,” mindset to an opportunistic one. Where can sustainability create market advantage, boost employer branding, and offer unique value? 🌱
- Embedding Success Criteria: A key finding was that sustainability rarely features in conversations about defining success. This is a massive opportunity! If sustainability is baked into the definition of done or acceptance criteria, it becomes an inseparable part of delivering value. Imagine adding to your Definition of Done: “Carbon impact of this feature has been measured and a reduction strategy is in place.” 👣
- The Handprint vs. Footprint Debate: Should we focus on reducing our negative impact (footprint) or amplifying our positive impact (handprint)? While both are vital, the argument for starting with the handprint – focusing on the broader positive outcomes of what we’re building – is compelling. It asks: “Are we doing the right thing?” This strategic clarity can then naturally lead to optimizing the footprint – building things efficiently and environmentally consciously. 🌍
Overcoming the Hurdles: Practical Steps for Product People 🛠️
So, how can we bridge the gap between awareness and action?
- Start Where You Are: Don’t get overwhelmed! Even small, incremental improvements matter. As Sathpal emphasizes, “start where you are now and being dedicated and committed to it.” This is the essence of agile values. 💪
- Educate and Advocate: The “I didn’t know” factor is real. Be a champion for sustainability within your organization. Gather like-minded individuals, form working groups, and amplify your voice. 📣
- Leverage Proxy Metrics: If direct carbon measurement feels daunting, use proxy metrics! Energy consumption, number of servers, or even cost savings can be excellent starting points. The key is to measure and track progress. 📈
- The Product Person as the “Glue”: Product managers and owners are perfectly positioned as the bridge between teams and senior leadership. They can translate the challenges faced by development teams and advocate for the broader organizational benefits of sustainability. 🌉
- Focus on Value and Outcomes: Always tie sustainability efforts back to tangible benefits, whether it’s cost reduction, enhanced brand reputation, or improved customer loyalty. The PWC report highlighted that 65% of CEOs saw a return on investment in sustainability – this is a compelling narrative for leadership! 💰
Why This Matters: A Personal Call to Action ❤️
Jo’s journey into sustainability began with a stark realization about the 450-year decomposition time of disposable diapers. Sathpal’s motivation stems from a deep-seated drive for continuous improvement and a growing concern for the planet’s future, inspired by personal loss and global events.
They both see a profound synchronicity between agile methodologies and sustainability. “We know as agilists how to do change,” Jo states, “So why not use our skills in order to help the world?”
This isn’t just about being responsible; it’s about tapping into a powerful force for positive change. As Sathpal puts it, “Momentum is building.” The “ducks under the water” are paddling, and soon, we’ll see that wave of change. 🌊
By embedding sustainability into our product strategies, we can move beyond mere compliance and unlock innovation, create market advantage, and truly build a greener digital world, one bite at a time.
Let’s start building that future, together. ✨