DiGi "Deep Green" Corporate Initiative

Summary:
Malaysian mobile operator DiGi aims to reduce the company’s carbon footprint by close to 50 percent, compared to the company’s 2011 projected baseline of 130,000 tonnes of CO2, within three to four years. (i.e. they're aiming to cut their carbon output to 70,000 tonnes)

As part of the company’s Deep Green program, it has introduced carpooling for its employees and better energy management of its buildings; provided default e-billing to customers and online delivery of services.

DiGi is also in the process of integrating suppliers into the Deep Green value chain by incorporating specific environmental requirements into procurement policies and procedures.

An internal campaign, themed “Feel the Heat, Time to Change,” was launched to create awareness about climate change. A community engagement program called Deep Green NOW (Nurturing Our World) was also launched to bring awareness and understanding to communities across Malaysia.

http://www.environmentalleader.com/2008/08/27/digi-aims-to-cut-co2-emissions-by-almost-50/

Other notes:

• The Deep Green programme was launched 23 August 2008
  
• DiGi's CEO has said the company will spend about RM50mil to RM100mil on the programme over the next three years. (That's approximately USD17 - 33 mil, which is a pretty significant amount that shows DiGi is putting its money where its mouth is. I am not sure what percentage of overall revenue this would be, but the absolute numbers still sound good.)
  
• In an interview, DiGi's CEO admitted that DiGi does not have all the answers, but the company believes this initiative will help change the Malaysian environmental landscape.
• It is perceived as the "pioneer" Malaysian brand to address environmental causes. Excerpt from a Malaysian personal blog: "Well, I really like that they are going "Deep Green" as they are becoming the pioneer or the role model to promote environmental friendliness!"
• In Malaysia, DiGi is a challenger brand and is seen as "creative" and an innovator. The Deep Green initiative fits with the existing brand personality.
• DiGi is currently in the Top10 most valuable Malaysian brands, and it received coverage by a national paper as one of the best places to work in Malaysia. (It promotes work-life balance, practices hotdesking, etc.)
• In 2007, DiGi won the Prime Minister's CSR Award for best overall Corporate Social Responsibility (CSR) programme in Malaysia. DiGi also won the categories for "Best Workplace Practices" and "Culture and Heritage".
• Interestingly, according to a McKinsey report on the environmental impact by different industries, the ICT sector is set to become the major contributor of CO2 emissions by 2012, surpassing even the aviation industry.

Some random observations of my own:

As far as I can tell, there is very little buzz in the blogosphere about Deep Green (I've found only 2 blogposts on the subject so far), despite the initiative receiving coverage in all the national newspapers. Possibly because the articles were invariably in the Biz section, not the Lifestyle one. Which in itself probably says something about how Malaysians feel about being green.

DiGi has not (yet?) marketed Deep Green aggressively. A corridor survey brought up nil people who have heard about it.

Just a brief summary. Watch this space for more.