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At NXTComm last week, I met with Edna Conway, Sr. Director of Advanced Compliance and Social Responsibility (quite a title), and I had my first glimpse into exactly what 'green' means to Cisco--and what it doesn't mean to many.
The fact is that I'm used to companies touting a low-power product, or saying that they exceed the requirements on whatever hoop they need to jump through today. This is the first time, however, I was in discussion with someone who was willing to say what Cisco is doing, is trying to do, and in a few cases, honestly and upfront say what they just can't achieve yet. I have just one word for Cisco's effort, and Edna herself--refreshing.
It is not a new effort at Cisco, but one in the works for the past two years. The goal is to have green products, green sourcing and green production--and build a sustainable supply chain. How? Achieve gains by influence.
Cisco states, and challenges at the same time, that "Unless companies are willing to take a hard look at the sustainability practices of their entire supply chains, the true impact of their 'green' practices will be limited." Edna's group works within the company from the legal department through design engineers, as well as with suppliers to truly continue on a definable path towards green. Check this site for more in-depth information as my interests are definitely piqued.
The truth is that, as an industry, we're obviously not ready to hear the message yet. How do I know? The entire NXTComm iHollywood Forum: Communications Goes Green was cancelled due to lack of interest. Telling.
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