Prineville Data Center Analysis and Greenwashing

<p>$188 million (C)</p> Signup and view all the answers

<p>Larger than France, Germany, Canada, and Brazil combined in 2010 (B)</p> Signup and view all the answers

<p>60% (B)</p> Signup and view all the answers

<p>147,000 square feet (A)</p> Signup and view all the answers

<p>20% (A)</p> Signup and view all the answers

<p>Claiming ‘all natural’ for chicken without third-party validation (C)</p> Signup and view all the answers

<p>Transparency (A)</p> Signup and view all the answers

<p>Advertising minor improvements when major issues exist (A)</p> Signup and view all the answers

<p>Independent verification (C)</p> Signup and view all the answers

<p>Claiming environmental results that are blatantly false (D)</p> Signup and view all the answers

<p>Comparability (D)</p> Signup and view all the answers

<p>Claiming sustainability but financing fossil fuel projects (D)</p> Signup and view all the answers

<p>Metrics need to be consistent across various companies (C)</p> Signup and view all the answers

<p>Development (D)</p> Signup and view all the answers

<p>Politicization (A)</p> Signup and view all the answers

<p>Majority support (B)</p> Signup and view all the answers

<p>Maximized based on expected net benefits (B)</p> Signup and view all the answers

<p>Well-recognized brands (D)</p> Signup and view all the answers

<p>By regulators who can be challenged in court (D)</p> Signup and view all the answers

<p>It raises the benefits of compliance. (C)</p> Signup and view all the answers

<p>It may face increased pressure from consumers and NGOs. (C)</p> Signup and view all the answers

<p>Near full compliance (D)</p> Signup and view all the answers

<p>Renewable energy from solar and wind (C)</p> Signup and view all the answers

<p>Factual resources from climate experts (B)</p> Signup and view all the answers

<p>Protected profit (C)</p> Signup and view all the answers

<p>Essentially zero (B)</p> Signup and view all the answers

<p>With an initially negative reply (B)</p> Signup and view all the answers

<p>Purchasing carbon offsets on voluntary markets (D)</p> Signup and view all the answers

<p>Threat to profit (C)</p> Signup and view all the answers

<p>Its location supported energy efficiency. (C)</p> Signup and view all the answers

<p>It might lead to accusations of greenwashing. (B)</p> Signup and view all the answers

<p>It could encourage demands for a variety of other issues. (B)</p> Signup and view all the answers

<p>They had an implicit flexibility. (B)</p> Signup and view all the answers

<p>Aligning with its role as an information provider. (A)</p> Signup and view all the answers

<p>To create 'The So Coal Network' as a counter-campaign. (C)</p> Signup and view all the answers

<p>It was a small fraction of the total user base. (D)</p> Signup and view all the answers

<p>Meeting the demands was considered good business. (B)</p> Signup and view all the answers

<p>Accounting profit adjusted for the opportunity cost of alternative investments. (D)</p> Signup and view all the answers

<p>They introduce new products and redefine markets. (D)</p> Signup and view all the answers

<p>The profit lost by not choosing the best alternative investment. (B)</p> Signup and view all the answers

<p>Innovation has reduced the carbon dioxide to real GDP ratio over time. (C)</p> Signup and view all the answers

<p>Investors expect higher returns due to increased risks associated with new ventures. (B)</p> Signup and view all the answers

<p>12% (A)</p> Signup and view all the answers

<p>It provides loans to small groups, promoting economic activity. (D)</p> Signup and view all the answers

<p>Traditional hospital machinery. (A)</p> Signup and view all the answers

Presenting a misleading or unsubstantiated environmental improvement in order to portray a positive image.

Claiming achievements that lack verification, especially about environmental impact.

Highlighting minor improvements, ignoring major issues.

Promoting achievements unrelated to core environmental problems.

Making false claims regarding environmental results or achievements.

Set of standards for reporting sustainability activities.

Metrics must measure significant changes in social impact.

Metrics must allow comparison of data across companies.

The predictable stages of addressing social issues, from initial concern to implementation of regulations.

The first phase where activists express concern, but there's little public support.

Public awareness grows, and politicians get involved in addressing the concern.

New laws are created to address a concern if there's widespread support.

Regulators enforce the new rules, which may be challenged in court.

A company's decision on how much to comply with new social regulations, to maximize their profits.

Things like perceived threats from social lobbying, demands from NGOs, and company profile impact how much firms comply.

Features of a company that make it a prime target for social campaigns by NGOs.

Prineville, Oregon, was chosen for its favorable climate for cooling, renewable energy resources, available land, skilled workforce, and supportive business environment.

The Prineville data center cost $188 million.

The Prineville data center was 147,000 square feet.

The Prineville data center would employ 35 full-time staff, plus additional part-time and contract positions.

The Prineville facility used an airside economizer to utilize outside air for cooling IT systems.

The data center consumed only 15% of the IT's total power.

Data centers, if considered a country, would be among the top 5 largest energy consumers globally.

PacifiCorp, the power provider, sourced 60% of its energy from coal.

Prineville, Oregon, was chosen because it allowed for an energy-efficient facility.

Greenpeace's demand for a "coal-free" data center could draw further activist pressure on Facebook.

Facebook's response to Greenpeace was to release detailed carbon footprint data and set goals that were flexible and adjustable.

To maintain a politically neutral image, Facebook sought to avoid being seen as too involved in activism.

Greenpeace's "Unfriend Coal" campaign, though having a large following, represented a very small proportion of Facebook's user base.

Greenpeace’s response to Facebook's stance on coal-free data centers.

A strategy that is flexible and allows for adjustment over time is better than one that is fixed.

Sharing carbon footprint data was consistent with Facebook's core competency (as a provider of information).Facebook could easily raise awareness of renewable energy and potentially do that in a brand-consistent way.

A state where a company's greenhouse gas emissions are balanced out by removals, resulting in no net impact on the environment.

Energy sources like solar and wind that are naturally replenished, unlike fossil fuels.

Contracts between companies and energy providers to purchase renewable energy from new solar and wind farms.

Investments in projects that reduce greenhouse gas emissions elsewhere to compensate for emissions that can't be eliminated.

The cost of producing one additional unit of renewable energy, which is very low once the infrastructure is built.

A platform created by Facebook to connect users with credible information about climate change from leading experts.

Pressure from non-governmental organizations (NGOs) like Greenpeace to enforce social responsibility and ethical behavior.

The principle that companies weigh the potential gains of complying with social demands against the cost of doing so.

Businesses created to introduce new products or redefine markets, often focusing on social impact and economic profit.

The potential profit lost by choosing one investment over another.

Accounting profit minus the profit that could have been earned from the best alternative investment.

A stock market index tracking the performance of 500 large publicly traded companies in the United States.

New ideas and products can reduce the amount of carbon dioxide released for every dollar of economic output.

Revenue minus expenses, representing the profit made by a business.

Small loans given to individuals or groups, particularly women in developing countries, to start small businesses.

Technology that enables affordable and accessible healthcare in homes, reducing the need for expensive hospital visits.