At the end of 2011, we blogged about a sizeable investment of $94 million made by Google into solar energy projects in the US.
As a result of this investment (amongst other environmental reputation-enhancing activity) we can now report that the global search giant has deservedly been granted the top spot in Greenpeace’s annual Cool IT Leaderboard for 2012 (a ranking of technology firms’ environmental efforts).
The influential campaign group indicated that Google’s high profile investment in renewable energy projects, as well as a prominent vocal support for US clean energy policy in general, has led to the global firm knocking Cisco from their number one ranking achieved last year.
Great news for Google! However, somewhat controversially Greenpeace has refused to include I-pod creators Apple on the leader board for 2012.
In terms of environmental reputation, this could prove damaging for Apple; nonetheless, sufficient justification was given as the pressure group stated that this decision was taken on the basis that Apple does not currently meet the ranking’s specific criteria.
A Fresh Investment…
Perhaps purely coincidentally, it appears that green energy has now taken priority for Apple and an exciting new solar project is now high up on the company’s agenda as it attempts to rebuild its damaged environmental reputation.
Yesterday it was reported by Business Green that Apple has revealed plans to build a giant 20MW solar array to help power its North Carolina data centre as part of its latest efforts to reduce the firm’s environmental footprint.
This large scale solar project will involve panel installation on the 100 acres of land surrounding Apple’s recently opened Maiden data centre in North Carolina.
The Maiden data centre may have been an intentionally specific location choice as the building has already been constructed in accordance with demanding energy efficiency standards. Consequently, the facility holds a platinum certificate under the US Green Building’s Council Leadership in Energy and Environmental Design (LEED) scheme.
This award was presented to the Maiden data centre for a number of reasons. Notably, the building itself makes use of advanced chilled water storage technology as well as an outside air cooling system which, combined, allows Apple to switch off its chillers more than 75% of the time. Furthermore, the Maiden data centre was constructed with 14% recycled materials and diverted 93% of construction waste from landfills.
In terms of energy generation, Apple claims that the 5MW planned facility could provide more than 40 million kWh of base load renewable energy annually, thus, the environmentally friendly constructed facility is soon to be powered in an environmentally friendly way.
So, whether or not this substantial project is the beginning of a new chapter for Apple’s corporate social responsibility strategy in attempt to keep in check with Google’s shining example, it is pleasing to see that these multi-national organisations are doing their bit to protect the environment and make their businesses that bit greener.
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