Intelligently Green Forum 2008

The modern theory of natural selection derives... Charles DarwinSAS presented world's first ever environmental performance measuring software launched by WWF and Maya Karin.

If you want to go green, how would you go about it ? What indicators should you look at and how should you start ?

SAS has a solution; Sustainability Management Scorecard.

According to SAS, the challenges of sustainable management are:
  1. Measure emissions and consumption, physically and financially, throughout your enterprise value chain or product life cycle.
  2. Ensure regulatory compliance.
  3. Build new business strategies with proven return on investment.
  4. Stay ahead of the competition.
  5. Manage and forecast complex alignment of strategies, financial costs and resources across the organization.
  6. Improve performance by focusing on those metrics that will drive positive impacts on your Triple Bottom Line.
  7. Report ongoing performance to key stakeholders and regulatory agencies to improve the transparency of green operations and corporate stewardship initiatives.
So, you need a tool to dig out these information and that blends tremendously well with SAS' background in business intelligence.

Sustainability is about three main elements. (1). Economic (2). Environment (3). Social.

And to tell us how the harmony interactions of these three elements can bring corporate benefits, the forum invites Ms. Choon Bow Bow (Director of Marketing), WWF Malaysia to give us some insights.

According to Ms. Choon, a harmonic sustainability means having a good CSR (Corporate Social Responsibility) which complements business.

It is a product differentiation strategy motivated by cause-related marketing. It reaps the following benefits:
  1. Increase sales
  2. Reaching new market segments
  3. Improve employee relationship
  4. Enhance customer's loyalty
  5. Boost corporate brand
Ms. Choon presented the Key Sucess Factors as:
  1. Having the right partnership - strategic fit between cause and desired brand value
  2. True belieft & commitment to the cause
  3. Prepare to invest time & money

She quoted a few examples:




BMW & Susan G Comen (Breast Cancer Foundation)

BMW donates $1 for every mile of test drive.

- Soften the brand of BMW and reaches the women’s market
- Sales improved

Honda Malaysia Sdn. Bhd.

Challenging Spirit : Rhino RescueExemplifies the brand of “Challenging Spirits & Realizing Dreams”
Boh: Brings People TogetherSaving orang utanGenerates goodwill for the brand
HSBC Climate Partnership- 100 million commitment for 5 years
- Creates activities (that is climate nature) around the brand.
Generates goodwill for the brand

Some statistics presented during the forum.
  • 72% of consumers would switch brand if the price is almost the same, but for a better cause.
  • 75% would be happier to work for a company associated with a good cause.
  • 88% of malaysian think that companies should be environmental friendly
  • 85% endorses the work of organizations like WWF

And then Mr. Thomas Spiller (Snr Director, International Programs, SAS) provides a more direct insights about business.

According to him, Charles Darwin (Father of Economics) quoted that the winner will be the one who can adopt to changes faster and not the fittest or the smartest. And supply and demand is no longer matching and as a result, companies really need to adopt faster to perform better.

Mr.Spiller shared that going green is a long term problem for human, because we have no choice. And going green actually helped companies to create better profits for the products. For instance, GE's Ecomagination generated $US 20 billion revenues and UPS turn-left-only-shortest-path's initiative saved them 13 millions liters of fuel (saving money as a result). Same goes to DuPont's initiative of reusing waste.

Not just for the profit, it results in employee retention because employee now can stay focus on their jobs which promote a good cause. This is exciting.

According to Mr. Jimmy Cheah, people are keen on the subject more than any other thing.

In short, to reap similar benefits, know your CSR first and to do that get SAS' Sustainability Management Solution. Why ? Because it is beneficiary for all.

Actress Maya Karin; the Ambassador of Environment for the Ministry of Natural Resources & Environment of Malaysia stresses the followings on top of coexistence:
  1. Search for solutions for a sustainable future
  2. The need to set new standards and change our attitude
  3. Saving environment is saving ourselves
  4. Redirect development into sustainable ones
As Maya puts it beautifully..

Coexistence teaches us about mutual respect and makes us better people . (15th July 2008,Maya Karin)

And to learn how well SAS perform in terms of CSR, check out this full report.

Check out the full press release this page.

More about SAS.

Thomas Spiller

Thomas Spiller is Senior Director for International Programs at SAS. He joined the company early 2007 and, in his capacity, Thomas is in charge of driving the global public policy initiatives that SAS has launched, such as sustainability or e-Government. He is also in charge of representing SAS vis-à-vis international Institutions and national, regional and local governments throughout the world bringing with him fifteen years of experience of International Affairs both at the Corporate and Government levels.

He started his career in 1993 working two years in the communication and information department in the office of the French Prime Minister, Mr. Edouard Balladur.

Thomas then spent the next eight years as government affairs manager for AREVA, the world leader in nuclear power, with assignments in Paris, Washington, Tokyo and finally Brussels. He was notably in charge of economics, waste management, security and societal aspects of nuclear energy.

Building on his energy expertise, Thomas then worked for five years for GE (General Electric) at their European Headquarters in Brussels. As Counsel for European Affairs, he represented GE Energy, GE Oil and Gas as well as GE Aviation to the European Union where he was active in shaping policy that led to the current EU energy and environmental policies being discussed in Brussels.

Thomas Spiller is an active member of the American Chamber of Commerce to the European Union (AmCham EU) and is a frequent speaker in international business and policy circles with experience at the European Commission, European Parliament, World Economic Forum, International Maritime Organization, North Atlantic Treaty Organization, Transatlantic Policy Network, Center for European Policy Studies…

Thomas Spiller graduated a lawyer from La Sorbonne University Paris with degrees in Political Science, Defense and International Relations. In his personal time, Thomas Spiller enjoys scuba diving and collecting vintage watches.

Jimmy Cheah:

Jimmy is the Managing Director of SAS Institute Sdn Bhd since April 2003. He is responsible for driving the business development and growth of SAS Malaysia and he manages the entire sales, marketing and operational activities. During his three years with SAS, the company saw an increase in operating revenue by more than 60%, employee headcount by 60% and a 20% growth in customer portfolio.

Jimmy has a wealth of experience and expertise in a wide range of sectors. He has over 20 years experience in IT and has held executive positions with international ERP and Supply Chain software companies, including the “Big Four” consultancies in Malaysia. During his 10 years as a consultant, he has served organizations in Government, Manufacturing, Financial Institutions, Retail and Healthcare sectors in a variety of engagements including developing IT plans and financial and operations review.

He graduated from the University of New South Wales, Australia with a Bachelor of Science degree in Computer Science and Information Systems.
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