Sustainability Meets Silicon Valley

Since the announcement after Earth Day, we may now expect all the photos we share on Facebook to be stored somewhere in Iowa. In fact, they’ll be right next to our search results from Google and emails in Outlook. Tech companies are now pouring over $2 billion into the Midwest state for its reliable land and ample wind energy, matched only by the state of Washington for its hydroelectric power. These data hubs are expected to bring in new cash flow, a rise in employment, and a morale boost for citizens.

While Google’s approach to data center designs has been kept confidential, Facebook aims for long-term collaboration and efficiency. The new data center in Altoona, Iowa is a finished product of Facebook’s Open Computer Project that was started to openly source more efficient data center designs for all tech companies.

Facebook’s openness is also coupled with an environmentally conscious mindset. As the company searched for the next data center to better serve the markets in Asia and Europe, the management identified Luleå, Sweden as an ideal location with no cooling costs and low-cost energy. This shows that sustainability is more than just a concept as it also provides real cost savings.

The indirect benefit of Facebook’s greener model is that the company is building a brand reputation among its current and future employees. Highly sought after talents in the tech industry now search for not only high compensation and perks but also a clear mission and culture that they value. It’s the feeling of making a difference in the world that also boots employee productivity.

Compared to other companies that may be facing negative press for their lack of sustainable efforts, Facebook clearly has an edge in attracting environmentally conscious candidates (Let’s not forget the cultural history of NorCal). However, it’s also important to make their actions public to show their true commitment and turn the audience into stakeholders.

The “Green on Facebook” page publically tracks all the company’s green initiatives within operations, technology, and culture. Forty-seven percent of its employees, for example, commute to work via alternative modes of transportation. The LEED-certified campus facility also uses solar cogeneration to conserve energy. More importantly, Facebook is investing heavily in bike lanes and local civil infrastructure to create a better environment.

If there is one lesson to learn from Facebook’s sustainable approach, it’s knowing when to ask for help when needed. In the past, Facebook collaborated with Greenpeace and Zimride to borrow their expertise in designing a greener everyday life. Currently, Facebook and the Natural Resources Defense Council (NRDC) are working together on an app to help consumers monitor their energy use. As each organization brings their own set of core competencies and brand halo effect, the initiatives become more successful. Hence the truth—sustainability is a global mission, not a competition.