Is corporate sustainability just a passing fad? Headlines suggest companies are quietly ditching their environmental goals, but David Picton of EcoOnline isn't buying it. He believes sustainability isn't just about ethics; it's a powerful business driver. But here's where it gets controversial... can you really make money while saving the planet?
In this exclusive interview, we delve into Picton's perspective on building a strong business case for IT sustainability. Tiago Ventura of Computer Weekly speaks with Picton, Senior Vice-President of Environment, Social and Governance (ESG) and Sustainability at EcoOnline, a company dedicated to providing software solutions that help organizations protect their workforce, adhere to environmental regulations, and integrate sustainable practices into their core operations. Picton’s deep-rooted passion for environmental consciousness began early in life, shaping his worldview and career trajectory.
Picton's journey began with experiences in the Duke of Edinburgh awards and Scouts, followed by a degree in geography. These early experiences instilled in him a profound understanding of the impact collective action can have on communities. "I saw from a very early stage the impact you could have when you work with others, and the impacts that charities, particularly community-focused charities, can have. It’s always meant a lot to me, it’s always been a natural passion," he explains. This foundation fueled his commitment to finding practical ways to integrate sustainability into business practices.
His professional life started in the military, a period that coincided with the shift from the Cold War to the post-9/11 era. As a logistics and supply chain director, he became acutely aware of the importance of ecological sensitivity, especially in training grounds located in ecologically vulnerable areas. And this is the part most people miss... the military also engages in extensive community-building initiatives. "Being in the military, we were often connected with ecologically sensitive areas in the training grounds. The other thing, which people don’t realize, is that you do a lot of community-building work. People think the military is all about attack operations, but you spend a lot of time [doing] charity work, a lot of time working with communities and building them up."
After his military service, Picton transitioned into the construction industry, deepening his expertise in supply chains. This experience served as a springboard to leadership roles where sustainability and ESG became central. "I became aware of how companies were connected and how the supply chain works. That really led me through to the chief safety and sustainability officer role where safety and sustainability were critical, given the use of resources, the connections with communities, building communities, volunteering, so you had that relationship with the communities, and you created some social good as well."
Later, Picton established his own consultancy, focusing on helping businesses connect sustainability initiatives with tangible sales growth. One of his key clients, Alchemist, was eventually acquired by EcoOnline, leading to his current position. Now, Picton dedicates much of his time to collaborating with customers, assisting them in developing sustainable products and services that drive growth. "I spend a lot of my time telling stories, things that hopefully bring it to life. I spend a lot of time on stage, either on a virtual stage, or on real stages, telling a story and being a kind of interpreter."
A particularly memorable experience was presenting at the United Nations in Geneva. "That was a fantastic experience to be there in the headquarters with ministers from around the world, asking how we as a company are making these [sustainable practices] into reality. By getting a chance to get out there and talk to people from different countries and work across international boundaries, you realize that ESG, sustainability, safety, all of it is a united challenge."
Despite these successes, Picton acknowledges a concerning trend: many companies still view sustainability programs as expendable when cost-cutting measures are needed, often dismissing them as unnecessary bureaucratic burdens. But Picton vehemently disagrees. "You don’t have to get it all right on the first day. The fundamental thing for me is making sure there’s a business case behind the investments [in sustainability]." He argues that businesses often prematurely abandon initiatives before they have a chance to demonstrate their value. "People sort of panic a bit and think they’ve got to achieve it all on day one. If you roll it out over time and spread that through, then it will work more effectively."
Picton advocates framing sustainability in terms of commercial benefits rather than moral obligations. "I remember having conversations with people working at an entertainment company. They said, ‘This is all about saving the planet,’ and I said, ‘You’re not here to save the planet, you’re here to put on entertainment.’ Saving the planet is not our responsibility – using its resources in a responsible way is. The planet will save itself, the planet corrects itself through all kinds of areas." He suggests that focusing on efficiency, waste reduction, and resource optimization often leads to both environmental and financial gains. For example, a manufacturing company might reduce its energy consumption by implementing more efficient machinery, thereby lowering its operating costs while also reducing its carbon footprint.
Still, he warns of the dangers of consuming resources faster than the planet can replenish them. "The concept of an Earth Overshoot Day is a useful one, because you can see how that date is changing year on year, and the ways in which we’re using up resources faster than we can, and they’re the resources we depend upon." Earth Overshoot Day marks the date when humanity's demand for ecological resources and services in a given year exceeds what Earth can regenerate in that year. Scientists have repeatedly warned that we continue to use more resources than the planet can regenerate, pushing the date earlier each year. "This is not to save the planet, but to save future generations and to live in a more responsible way now."
The consequences of unsustainable practices are already becoming apparent, according to Picton. "You see nations that have struggled with extreme weather and extreme climate. You see where those caught in the hurricane season, the storm seasons coming through and affecting the UK. If you are more tuned into the environment you see the effects of extreme weather, and to be honest we’re seeing a lot more of it now." He points to the increasing frequency and intensity of extreme weather events as evidence of the urgent need for action.
Picton firmly believes that companies that view sustainability as incompatible with profit are fundamentally mistaken. "There’s something wrong in the way that you’re approaching the challenge, because there’s always a way to do it in a responsible way. You might not get there as quickly as you want, and I think that’s where the trade-off comes." He suggests that innovation and creative problem-solving can often unlock win-win solutions that benefit both the environment and the bottom line.
He also addresses the energy debate, arguing that it's too often presented as an either-or proposition. "There appears to be a competition between those who are in favour of a renewable future and those that are wedded to fossil fuels, but this is not realistic." He advocates for a collaborative approach, recognizing that a transition to renewable energy sources will require a phased approach, especially considering the finite nature of fossil fuels. He envisions a future where renewable and traditional energy sources coexist and complement each other, ensuring a reliable and sustainable energy supply.
Another emerging challenge, Picton adds, is navigating the complex information landscape, particularly in the age of AI-generated content. He cautions against "noise distractions" from those who deny climate change for their "own objectives and agenda." This is a boldly controversial point. Should we be dismissing dissenting voices, or engaging in open dialogue?
"You can’t deny the science, it’s there, it’s been evidenced, and proven over and over again. The trick is to strike the right balance to talk about this in a structured way, so you avoid being accused of being a fanatic, and approach this in a measured way by taking the emotion out of it. It’s not about denying companies their future, but doing it in a much more responsible way." He emphasizes the importance of relying on scientific evidence and engaging in constructive dialogue, even with those who hold differing views.
Despite the many challenges, Picton remains optimistic about the future of sustainability. "It’s very easy to hear the negativity around this agenda," he says, "whereas in reality I have taken much hope and optimism from it all. There are some great stories along the way and some great signs that people are taking it in a very responsible way and putting it into core business strategies. So hope and optimism is the final thing I’d take away from it." He believes that by embracing innovation, collaboration, and a long-term perspective, businesses can create a more sustainable and prosperous future for all.
What do you think? Is sustainability a genuine business opportunity, or just a PR exercise? Can companies truly balance profit with environmental responsibility? Share your thoughts and join the discussion in the comments below!
