Johan Dennelind, DiGi’s Chief Executive Officer revealed that the ICT industry
is set to surpass the aviation industry as a major contributor of CO2 emissions
by 2012, according to a McKinsey report on the environmental impact of
industries released earlier this year. This eye-opening report, amongst other
things, has galvanised DiGi to take action.
“We’re fully aware that we don’t have all the answers or are experts on
climate change, but we believe we can make a difference within our sphere of
influence through the Deep Green programme,” he shared.
Deep Green is a corporate programme that extends beyond community relations,
but designed to create better awareness about climate change to various
stakeholders of DiGi, namely its employees, suppliers, customers, business
partners and local communities.
“We know we are setting ourselves a great challenge with an ambition of
50% reduction but we want to make a real difference in this critical issue. It
starts with getting our stakeholders across our value chain by gradually
changing their mindsets about climate change – that going ‘green’ can be
mutually beneficial for everyone, and not just another business expense,”
he added, outlining Deep Green’s thrust and objectives.
DiGi has started going ‘Deep Green’ on a gradual basis. It has introduced a
carpooling programme for its employees and better energy management of its
buildings; provided default e-Billing to its postpaid customers and online
delivery of services via its branded prepaid service, Happy such as online
reloads. It is in the process of integrating its suppliers into the Deep Green
value chain by incorporating specific environmental requirements into its
Procurement policies and procedures. Even the 3G tenders’ assessment was based
on environmental factors that optimise energy consumption with minimal
ecological impact without affecting network performance.
There will be several different projects running at any one time during a
12-month period over two to three years. The first project will be addressing
the depleting Mangrove Forests of Kuala Selangor with the help of the Malaysian
Nature Society (MNS). Other projects will be announced over the next few months.
