Joshua Feinberg and Mark Bjornsgaard discuss the challenges and misconceptions in the sustainability efforts of digital infrastructure companies.
Bjornsgaard argues that the biggest mistake is assuming that sustainability is prioritized as much as it should be.
He emphasizes that sustainability should be framed as a better solution rather than just a moral imperative.
According to Bjornsgaard, Deep Green data centers offer a superior product on every metric, making them more economically attractive and beneficial for the environment.
He asserts that while sustainability credentials are important, they must be coupled with economic advantages to drive business decisions.
This video is excerpted from the podcast Ep. #40 Mark Bjornsgaard, Founder and CEO of Deep Green Technologies | Data Center Go-to-Market Podcast.
Action Items
- Explore ways to frame sustainability as a better, more cost-effective solution for customers.
- Focus on providing a superior product that happens to be sustainable, rather than solely emphasizing the sustainability credentials.
- Monitor the regulatory and market changes that may impact the viability of premium pricing for green data center solutions in the future.
Outline
Sustainability Challenges in Digital Infrastructure
- Joshua Feinberg highlights the disruptive nature of the ideas being advanced by leaders in digital infrastructure companies and the pushback they face.
- The conversation touches on the various definitions of success in sustainability, ESG, and greenwashing.
- Joshua asks Mark Bjornsgaard about the biggest global mistake in understanding sustainability, particularly in relation to power, water, food, and carbon emissions.
- Mark Bjornsgaard identifies the central root cause of the issue as the assumption that people care as much about sustainability as they do.
Framing Sustainability as a Better Solution
- Mark Bjornsgaard emphasizes the importance of framing sustainability as a better solution rather than just a moral imperative.
- He mentions Deep Green's focus on showcasing the social benefits of free heat and other aspects of its sustainability efforts.
- Mark asserts that Deep Green provides a better product on every metric, making it a more attractive option for clients.
- He argues that sustainability credentials alone are insufficient to drive purchase decisions in B2B situations; the product must also be better.
Economic Benefits of Sustainable Data Centers
- Mark Bjornsgaard discusses the economic benefits of using a Deep Green data center, highlighting the cost savings for clients.
- He explains that while emotional justification for sustainability is possible, building a business on premium pricing for green products is currently unfeasible.
- Mark suggests that the future might see a shift towards regulation and market changes that favor green products, but for now, decentralized data centers offer significant advantages.
- He concludes that sustainable data centers are faster, more prosperous, and better for the environment, making them a compelling choice for clients.
Resources
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