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SAP releases its Integrated Report 2012 – an integrated financial and sustainability report

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SAP released their first Sustainability report in 2008 (their 2007/2008 report). Like the reports of most other companies at the time, it was released as a PDF document but SAP quickly shifted gears. SAP’s 2008 Sustainability report, was released as a website. This had the dual purpose of making the site more accessible, and also allowing SAP to see which areas of the site had more traction. The following year they made their report more social and every year since they have added something new.

As well as releasing its Sustainability reports each year, SAP also published its annual financial reports. This year, for the first time, SAP have integrated the two reports and they have just published their SAP Integrated Report 2012. It takes the form of a highly interactive website with built-in analytics and downloadable PDF’s.

This was an idea GreenMonk first mooted when I asked SAP’s Chief Sustainability Officer Peter Graf in a 2011 interview whether SAP had any plans to integrate the two documents.

On a conference call at the launch of the integrated report, SAP Chief Accounting Officer Christoph Hütten went to great pains to stress that this wasn’t merely the content of both reports in one, but that the content was very tightly bound together. The report demonstrates how connections and inter-dependencies between financial and non-financial performance impact each other, he said.

The document/website contains all the financial and sustainability-related information you would expect to find in reports of this type. And the report also has a nice page showcasing and explaining the connections between the financial and non-financial performance.

Other nice features of the report are an integrated tweetstream showcasing mentions of the #sapintegrated hashtag on some pages, an option to make notes on pages (with the ability to download those pages as PDF’s subsequently), and the download centre for downloading the annotated pages, as well as financial statements, graphics and other reports.

For the first time also, SAP are releasing their 2012 sustainability information in XBRL format (.zip file) – something GreenMonk also suggested to SAP back in 2011. If you are unfamiliar with XBRL, it is an XML-based global standard for exchanging business information.

Impressive as well was the fact that at the end of the conference call launching the report, Peter Graf mentioned that SAP are actively looking to co-innovate. He asked that anyone, be they in the financial or sustainability reporting space, who is interested in integrated reporting get in touch with him to work together to bring integrated reporting to everyone “at the lowest possible cost and highest possible precision”.

The video above is a demo of the report and I have placed a transcript of the video here.

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Sustainability, social media and big data

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The term Big Data is becoming the buzz word du jour in IT these days popping up everywhere, but with good reason – more and more data is being collected, curated and analysed today, than ever before.

Dick Costolo, CEO of Twitter announced last week that Twitter is now publishing 500 million tweets per day. Not alone is Twitter publishing them though, it is organising them and storing them in perpetuity. That’s a lot of storage, and 500 million tweets per day (and rising) is big data, no doubt.

And Facebook similarly announced that 2.5 billion content items are shared per day on its platform, and it records 2.7 billion Likes per day. Now that’s big data.

But for really big data, it is hard to beat the fact that CERN’s Large Hadron Collider creates 1 petabyte of information every second!

And this has what to do with Sustainability, I hear you ask.

Well, it is all about the information you can extract from that data – and there are some fascinating use cases starting to emerge.

A study published in the American Journal of Tropical Medicine and Hygiene found that Twitter was as accurate as official sources in tracking the cholera epidemic in Haiti in the wake of the deadly earthquake there. The big difference between Twitter as a predictor of this epidemic and the official sources is that Twitter was 2 weeks faster at predicting it. There’s a lot of good that can be done in crisis situations with a two week head start.

Another fascinating use case I came across is using social media as an early predictor of faults in automobiles. A social media monitoring tool developed by Virginia Tech’s Pamplin College of Business can provide car makers with an efficient way to discover and classify vehicle defects. Again, although at early stages of development yet, it shows promising results, and anything which can improve the safety of automobiles can have a very large impact (no pun!).

GE's Grid IQ Insight social media monitoring tool

GE have come up with another fascinating way to mine big data for good. Their Grid IQ Insight tool, slated for release next year, can mine social media for mentions of electrical outages. When those posts are geotagged (as many social media posts now are), utilities using Grid IQ Insight can get an early notification of an outage in its area. Clusters of mentions can help with confirmation and localisation. Photos or videos added of trees down, or (as in this photo) of a fire in a substation can help the utility decide which personnel and equipment to add to the truckroll to repair the fault. Speeding up the repair process and getting customers back on a working electricity grid once again can be critical in an age where so many of our devices rely on electricity to operate.

Finally, many companies are now using products like Radian6 (now re-branded as Salesforce Marketing Cloud) to actively monitor social media for mentions of their brand, so they can respond in a timely manner. Gatorade in the video above is one good example. So too are Dell. Dell have a Social Media Listening Command Centre which is staffed by 70 employees who listen for and respond to mentions of Dell products 24 hours a day in 11 languages (English, plus Japanese, Chinese, Portugese, Spanish, French, German, Norwegian, Danish, Swedish, and Korean). The sustainability angle of this story is that Dell took their learnings from setting up this command centre and used them to help the American Red Cross set up a similar command centre. Dell also contributed funding and equipment to help get his off the ground.

No doubt the Command Centre is proving itself invaluable to the American Red Cross this week mining big data to help people in need in the aftermath of Hurricane Sandy.

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CloudApps releases their employee engagement app Sumo

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CloudApps SuMo

CloudApps recently released SuMo, their sustainability employee engagement app. The name SuMo comes from the words Sustainability Momentum we’re told, and this is because SuMo was designed to maintain the momentum of an organisation’s sustainability initiative. GreenMonk was given a demo account on SuMo so we could take it for a test drive, and it is a cool little app.

CloudApps sell a suite of sustainability software products for organisations. Their applications sit on top of Salesforce’s Force.com cloud platform, which allows CloudApps to focus on writing the software, and not have to be concerned with maintaining the server infrastructure which runs their programs.

CloudApps solutions already have quite comprehensive capabilities, so it was interesting to see them come out with this employee engagement module.

Pledging a challenge in CloudApps SuMo

The SuMo application works well on mobile devices and it is designed to foster interest and ongoing enthusiasm for sustainability initiatives amongst an organisation’s workforce. It does this by allowing employees to pledge to participate in a number of challenges supplied by the organisation. These challenges are categorised, ranked for difficulty and assigned points.

As employees carry out these challenges (anything from switching from short haul flights, to teleconferencing for their next meeting, to volunteering at a local charity event), they are assigned points and badges, which determines their position on the Leader Board.

Because SuMo sits on Force.com, it can take in data from an organisation’s ERP applications, as well as reporting them back. So initiatives undertaken by employees in SuMo can be reported directly into its back-end systems and the savings accounted for.

CloudApps SuMo adding an idea screen

Also, a nice touch in SuMo is the ability for employees to add new ideas to the site. These ideas can be voted on by colleagues, commented on and favourited. It’s nice to see a bit of social working its way into these kinds of enterprise apps. This will certainly help the app be more engaging and sticky for users. This is something whose importance shouldn’t be underestimated for industries with issues around recruitment and retention.

The user interface has a few little quirks (it is not always as intuitive as it could be), and the app needs to become more social (include Share on Twitter, Share on Facebook, etc. buttons) buttons, but presumably that will all come with time. For a version 1.0 app though this is a creditable effort.

Full disclosure – CloudApps is not a GreenMonk client but CloudApps did give GreenMonk a free 30-day trial SuMo account so we could kick the tires of the app.

Image credits Tom Raftery

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Employee engagement helps SAP’s carpooling initiative

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I spoke with SAP’s Chief Sustainability Officer Peter Graf recently about some of SAP’s internal initiatives around reducing their carbon footprint. One of their biggest sources of emissions is company cars (22% of emissions in Q2 2012 – the only higher was business flights at 42%).

So SAP started a program to encourage car sharing called TwoGo. The program has an app which matches people who are driving to work, with those looking for a lift. It matches people based on common interests (and allows you to block people you don’t like!).

It allows you to track who’s the Greenest of your friends and it incentivises people by having allotted parking spots for car-poolers. Another nice incentive was that the money you saved from your carpooling could be donated to a charity of your choice – as Peter put it – “You could car pool for a cause”.

The slogan used within the company to promote carpooling wasn’t about saving the company money, or about saving the planet, it was “Make New Friends – Know the Gossip.” Even the CEO joined in.

At the time of the video above, SAP had created 20,000 car pools. It will be interesting to see how getting the employees engaged in this project will affect the 22% of emissions in Q2 that SAP had from company cars.

Full disclosure – SAP is an occasional client of GreenMonk’s video services.

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Logica’s Sustainability Analyst briefing

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Logica's Annual Report cover

Logica held a Sustainability Analysts day in London recently and they invited me to attend.

Pictured above is the cover of Logica’s 2011 Annual Report [PDF] – their Annual Report mind, not their Sustainability Report [PDF]. And yet the title of Logica’s Annual Report is Shaping a Sustainable Future. This is a good indicator of Logica’s proactive stance on Sustainability.

The half-day briefing was a mix of Logica staff talking about the company’s Sustainability products and services, as well as a couple of customers (Carbon Disclosure Project and National Centre for Earth Observation) discussing the value they get from their relationship with Logica. While it was nice having a couple of customers presenting at the event, the fact that neither of these customers are commercial enterprises, per se, could lead one to wonder whether Sustainability is lower on the agenda of traditional enterprise.

Having said that, Logica’s Tony Rooke had a slide with a long list of commercial customers for Logica’s sustainability services. Interestingly these were typically infrastructure companies like utilities, Airwave and Network Rail.

The Logica led sessions were around what Logica is calling Smart Utilities, Sustainable Mobility and also Logica’s Engagement Carbon Calculator.

In the Smart Utilities space, Logica’s Rich Hampshire talked about Logica’s three-pronged strategy (security of supply, affordability, and decarbonising energy). Logica have a Smart as a Service offering here for utilities, and Logica have traditionally been very strong in this sector.

In the burgeoning Sustainable Mobility field, Logica’s Theo Quick talked about a 10,000 point electric car charging network that Logica are rolling out in the Netherlands with eLaad.nl. This was rolled out using the Open Charge Point protocol to allow interoperability between charge points. Logica’s EMO is a vehicle emission monitoring product which, according to Logica, saved a postal company 10% of its fuel in the first three months of use. Theo also mentioned a research project called EPTIMS being rolled out in Manchester – this is a Smartphone app to encourage use of public transport by telling people when they have reached their stop, and one called eCoMove which is an FP7 funded project to reduce the number of trucks traveling around empty (transporting air).

And, Logica’s Stuart Williams mentioned their Engagement Carbon Calculator. This is a Logica offering which is in late beta mode right now. What it does is for any project that Logica carries out, it takes the client’s emissions in a business as usual case, subtracts the actual emissions, as well as the emissions of Logica’s project involvement, to give a savings result for the project.

It was heartening at this event to see Logica’s commitment sustainability, in a time when for most companies sustainability is a fancy word for cutting energy bills.

In the days following this event, Logica announced it had agreed to be purchased by Canadian company CGI. Hopefully with the change of ownership, there won’t come any diminution in Logica’s sustainability focus.

Disclosure – Logica paid for my travel and accommodation to attend this event.

Photo Credit Tom Raftery

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SAP’s Sustainability announcements at Sapphire Now

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SAP co-CEO Jim Hagemann Snabe at Sapphire Now 2012

SAP co-CEO Jim Hagemann Snabe at Sapphire Now 2012

Technology innovation plays a major part in creating a sustainable world tomorrow

So said SAP co-CEO Jim Hagemann Snabe at this year’s SAP Sapphire Now conference in Orlando. He then went on to predict three major trends in computing for the coming years – according to Jim, in the next five years everything will move to Cloud, everything will be in main memory and everything will be mobile.

This wasn’t just some off-the-cuff remark – these three developments are core to SAP’s product roadmap – even in the Sustainability space.

In the mobile space for example, at Sapphire Now SAP announced a new version of a mobile app for incident management. With this app, workers can now log issues from their mobile device with a photo or video, as well as an audio recording, and send it directly to an incident or safety manager for corrective action. This crowd-sourcing of safety information also has built-in tracking of the reported incident which is hugely empowering for workers who may previously have felt their voice wasn’t heard. And for the companies deploying this solution it leads to a safer work environment and a happier workforce.

This puts me in mind of an initiative IBM rolled out with the Los Angeles Unified School District (LAUSD) where they enabled students, teachers and staff to report issues like water leaks, broken aircon/heating, exposed cables and so on, by sending text messages and photos through their mobile phones. More please.

Also in the mobile sustainability space, SAP have their Electronic Medical Record app [SilverLight warning] – an app which gives doctors instant access to a patient’s electronic medical records.

In the Cloud space, SAP have made two major recent acquisitions – Successfactors and more recently Ariba at a cost of roughly $7.7bn. This is a clear indicator that while SAP maybe late to the party, it is serious about catching up.

And in the Sustainability space? Well SAP’s carbon management software, Carbon Impact OnDemand is already Cloud delivered. At SapphireNow SAP announced that they are going to rollout an on-demand service for product safety that the company is calling the SAP Product Stewardship and Safety Network. This will be a network where safety professionals can share safety information and best practices.

The irony of sustainability-related software being delivered via the Cloud, a technology which is not Green at all, is not lost on me. It does appear to be lost on SAP however – more on which in a follow-up post.

And finally in-memory computing – what is it? Well, you know how information held in RAM is much faster to access than information on disk, right? So HANA, SAP’s new in-memory database, is where the database is held in RAM for much faster data access. Also, in-memory databases can hold enormous quantities of data, and query them in milliseconds. This is a huge step forward in database technologies and according to SAP it will vastly simplify database maintenance as well because there should no longer be a need for large data warehouses.

Where do the HANA and Sustainability stories intersect? There are several examples – the first is in the area of Smart Grids and Smart meters. The volumes of information utility companies will be expected to handle after installing smart meters are orders of magnitude greater than anything they are used to. Realtime analysis of this firehose of information will allow for much better demand-side management, matching the demand curve to the supply curve, stabilising the grid and allowing for greater penetration of variable generators like wind and solar. Also, this availability of highly granular energy consumption data will facilitate the development of all kinds of new energy products and services that would have previously been impossible to offer. This is sorely needed by utilities who are in the uncomfortable position of currently (no pun) having to try to convince customers to buy less of their product.

Other use interesting cases are discussed in a great post on How Big Data Will Help Achieve Sustainability Goals by SAP’s Scott Bolick. And when you finish checking that out, head on over to Jennifer Lankheim’s post on SAP Situational Awareness for Public Sector where she discusses this new SAP Rapid Deployment Solution to help public safety and security organizations better anticipate, assess, and act on emergency situations.

We are only scratching the surface of what the implications of Big Data, Cloud, Mobility and in-memory computing are for sustainability. Expect to see far more announcements in this space in the near future.

Disclosure – SAP is a GreenMonk client and SAP paid my travel and expenses to attend Sapphire Now.

Photo Credit Tom Raftery

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Utilities need to offer innovative energy services or risk being sidelined

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Elderly man

The EU has mandated a rollout of smart meters to at least 80% of households by 2020. What are some of the transformative ways we will we use the extra energy consumption information these meters will bring?

Last November I wrote a blog post about new energy services and business models for utilities which the granular energy consumption smart meters measure will enable. In the post I noted that

according to the US Census Bureau:

The world’s 65-and-older population is projected to triple by midcentury, from 516 million in 2009 to 1.53 billion in 2050.

Further, there are currently 30 million solo-single households in the United States (more than the number of households containing married couples with children) and about one-third of these solo singles are men and women 65 years of age and older. The percentage is even higher in Europe.

Now, if I have an elderly relative living alone, wouldn’t it be a very useful service if I could receive a timely message from their utility company if there are deviations from the normal patterns of energy usage (if the lights aren’t turned off at 11pm or the coffee machine/kettle isn’t powered up at 8am)?

I have been positing this idea of using exceptions to normal energy use as triggers for alerts, especially for family members interested in the care of an elderly relative for quite some time. Every time I mentioned it though, I always received technical reasons why it wasn’t feasible. Until very recently that is.

A few weeks back I attended the SAP for Utilities event in Madrid. There I had a meeting with Axel Memminger where we were talking about SAP’s in-memory database HANA. Because HANA runs in-memory, it allows for very fast querying of massive datasets. This is fantastic for seeing trends in historic data but not for examining realtime info.

During our talk, Axel happened to mention that as part of the Sybase acquisition SAP now had picked up a realtime event processing engine called Event Insight. Event Insight was built to parse massive amounts of data looking for exceptions and triggering alerts in realtime.

It immediately occurred to me that this was the missing piece needed to allow utilities rollout enhanced energy services like the monitoring of elderly relatives I outlined above. When I explained this idea to Axel his eyes lit up and he started architecting the solution in his head as we discussed it.

“Would you be willing to pay for something like this?” he asked me at one point. “If this were offered for something like €5 a month, I’d pay it in a heartbeat” I replied. And I strongly suspect I’m far from unique in this.

With utility companies facing reduced incomes from energy sales, it is only by providing imaginative energy services like this that utilities will secure their long-term viability.

Nor will they be alone in plying for this business. I can see services like this being offered by telcos as well and even more likely, it is a natural extension of services from care companies who typically already offer remote monitoring.

Unless utilities are innovative in the energy services they develop and offer, they may find themselves sidelined in their core-market. Who’d have predicted 10 years ago that Apple Computers would be the dominant player in music sales?

Photo Credit Tom Raftery

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GreenMonk Sustainability Customer Reference series – Kimberly-Clark

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This is the second video in my Sustainability Customer Reference series project – it involves my going to SAP customers and interviewing them about the sustainability solutions they have implemented. The first SAP customer I visited was AkzoNobel in Sweden. In this second video, I talk to Kimberly-Clark’s Barry Podd.

Here’s a transcription of our conversation:

Tom Raftery: Hi everyone, welcome to the GreenMonk Sustainability Customer Reference Series, sponsored by SAP. With me I have Barry Podd from Kimberly-Clark. Barry can you tell me a little bit about your role in Kimberly-Clark and also a little bit about Kimberly-Clark itself?

Barry Podd: My role within Kimberly-Clark includes looking after chemicals legislation globally for the company. And this has become more important for Kimberly-Clark over the last few years by the way the chemical legislation has been written, including companies who use chemicals, rather than manufacture them.

To talk about Kimberly-Clark, it’s a very large company, of course. We have a professional business, and we also have a consumer business. And it is probably the consumer business that is best known.

Products that we make are facial tissues. Kleenex is the big brand name in that area. Also our diapers, Huggies is the big brand name in that area. And we also make things like toilet tissue and Andrex and Scottex are probably the names that people know best in that area.

Tom Raftery: What impact has the changing legislation had on Kimberly-Clark?

Barry Podd: We have to do things like tracking the amount of chemicals we import as a global manufacturer from outside the European Union. Also, as far as our articles go, we’re very fortunate, we don’t tend to use hazardous chemicals in our products because of the nature of them, but that doesn’t help us under the legislation. We still have to track and know that we do not have those hazardous chemicals in our products.

Tom Raftery: And you’ve recently rolled out the SAP Product Safety Solution, what benefits do you see that having Kimberly-Clark?

Barry Podd: It will bring benefits in three areas. It will be fully integrated with the SAP software we already have, so a lot of the information we need is already in there and we’ll be able to bring it in and use it to the benefit of ensuring compliance with the legislation.

We still have a lot of data to collect from our raw materials suppliers, and also curiously from our customers on how they use the products we supply them with and SAP will help us in a big way to do that.

And then the third area that it will help us, it will help us store the information that we need to demonstrate that we fully comply with the legislation available to us in Europe. And there, that is one of the really big pluses of the SAP software solution.

Tom Raftery: And finally, what are your plans for the solution, now that you have it installed?

Barry Podd: Well, we’ve got big plans. Not only are we going to use it to ensure compliance with chemicals legislation, and it will be chemicals legislation around the world, but we’re also going to use it to produce our safety data sheets. One thing that we haven’t discussed at the moment is the legislation behind safety data sheets is changing, and they will have to include a great deal more information than hitherto has been the case. And we have decided to bring that now in-house, because that’s the best way for Kimberly-Clark to ensure that we comply with that legislation as well.

Tom Raftery: Barry that’s been great, thanks a million for talking to us today.

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GreenMonk Sustainability Customer Reference series – AkzoNobel

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I have recently started a cool project – it involves my going to SAP customers and interviewing them about the sustainability solutions they have implemented. The first SAP customer I visited was AkzoNobel in Sweden.

There I chatted with Lisbeth Svensson about their rollout of the SAP product safety solution.

Here’s a transcription of our conversation:

Tom Raftery: Hi everyone, welcome to the GreenMonk Sustainability Customer Reference Series, sponsored by SAP. With me I have Lisbeth Svensson from AkzoNobel. Lisbeth can you tell me a little bit about your role in AkzoNobel and also a little bit about AkzoNobel itself?

Lisbeth Svensson: Yes, I am a Development Manager in the area of regulatory affairs and in my role I have been managing implementation projects and development projects in the area of product safety.

Safety is, of course, very important for us to give the correct handling information, risk reduction measures and such.

Tom Raftery: Okay and AkzoNobel?

Lisbeth Svensson: And AkzoNobel is the largest global paints and coatings manufacturer and also a major player in the area of specialty chemicals.

Tom Raftery: With your job function being around regulation and your company being involved in producing chemicals, I imagine there are a lot of issues that you have to deal with.

Lisbeth Svensson: Yes, chemicals need to be regulated in different regulations all over the world and we have to comply with that and its differences from one country to the other. And to do that of course we need to have some — some IT solutions for — to support the product safety area. So I have been involved in implementing solutions for — to support REACH and GHS, which is Globally Harmonized System, and classification and labeling requirements.

Tom Raftery: And you recently rolled out the SAP product, safety solutions, how does that help you meet these challenges?

Lisbeth Svensson: It’s helping us in a way that we can manage input data from one location and still manage to get the compliant safety data sheets and labels in different countries all over the world.

And that helps us also if we want to put a new product on the market, that we already have a system in place to manage the safety data sheets and labels for that country.

Tom Raftery: Okay and finally Lisbeth what are your plans for the SAP product safety solution going forward?

Lisbeth Svensson: In the next few years, we will finalize all the implementation in the business units in specialty chemicals and when we have done that, all our safety data sheets and label will have the same look and feel across all the countries, all the business units and that will give us a perception of one AkzoNobel.

Tom Raftery: Lisbeth that’s been great, thanks a million for talking to us today.

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Can IBM continue to support blatant sexual discrimination?

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Ginni Rometty, CEO, IBM

I’ve always admired IBM’s achievements in the diversity and equality arena.

Some of their milestones down through the years include:

  • In 1914, 76 years before the US Disabilities Act, IBM hired its first disabled employee.
  • In 1942 IBM launched a disabled employee training program.
  • In 1943 Ruth Leach Amonette was elected IBM?s first female Vice President.
  • In 1946 IBM hired T.J. Laster, their first black sales representative, 18 years before the Civil Rights Act of 1964.
  • In 1953 IBM chairman Thomas Watson issued the company?s first Equal Opportunity Policy letter.
  • And in 2011, IBM announced that Ginni Rometty would take over as President and CEO – the first female CEO in the history of the company.

Consequently, I was stunned to read at the weekend that IBM’s CEO was snubbed by the organisers of the US Open at Augusta simply because she is a woman, and despite this IBM continued to sponsor the event!

A bit of background – the Augusta National Golf Club is a private club, so it can set its own rules. Its rules have been notoriously discriminatory through the years – it didn’t admit black members until 1990, until recently it had a policy requiring all caddies to be black, and it continues to refuse women membership.

The fact that it refuses to allow female membership is now sharply in focus because the club has traditionally invited the CEO’s of the main sponsors of the US Masters to become members. By the end of this year’s tournament, despite IBM’s significant sponsorship, Ms Rometty had not been invited to become a member, because of her gender.

Now Ms Rometty is reportedly not a frequent golfer, so while it may not be a devastating blow to her game, it is a slap in the face that she wasn’t asked to be a member when her predecessors at IBM were. As were the CEO’s of the two other Masters sponsors (AT&T and Exxon Mobil).

IBM’s involvement with the event goes back many years and they are tied into it deeply not just financially but also at a technological level. According to Bloomberg

IBM is featured in the tournament?s TV commercials and runs its website, mobile-phone applications and media-center technology. Palmisano serves on Augusta?s technology tournament committee. He remains IBM?s chairman — a role Rometty is likely also to assume upon his retirement

Augusta may need IBM more than IBM needs the Masters.

No Irish

Despite that, IBM went ahead with its sponsorship of the event and made no statement about the bigoted position of the club or its treatment of their CEO (and any other woman who may wish to become a member).

It would be outrageous if IBM were to continue to sponsor an organisation which practices such blatant discrimination. If the club’s rules banned people based on their religion, or their sexual preference, or as they did until recently, their race, would IBM sponsor them? Of course not. This is no different.

Some will argue that IBM gets great publicity from the Masters. Publicity which it would be loath to lose. I doubt that is the case for two reasons – 1. IBM would likely get tremendous press if it very publicly withdrew its sponsorship from the event on the grounds of the club’s prejudicial rules and 2. I’d like to think IBM is not the type of company that sells its ethics and reputation just for a couple days in the limelight.

If nothing is done to correct this, the fact that IBM is financially (and technically) backing such a sexist organisation, threatens to do serious damage to the good name IBM has built-up as a corporate citizen over the years. And that’s not at all to touch on the message this sends to IBM’s female employees – what must they be thinking about IBM’s attitude to women now?

For example, I can’t help wondering how this squares up with IBM’s Workforce Diversity Policy states [my emphasis added]:

Business activities such as hiring, training, compensation, promotions, transfers, terminations and IBM-sponsored social and recreational activities are conducted without discrimination based on race, color, genetics, religion, gender, gender identity or expression, sexual orientation, national origin, disability, age or status as a special disabled veteran or other veteran covered by the Vietnam Era Veterans Readjustment Act of 1974, as amended.

These business activities and the design and administration of IBM benefit plans comply with all applicable federal, state and local laws, including those dealing with equal opportunity. IBM also makes accommodation for religious observances, which IBM determines reasonable.

In respecting and valuing the diversity among our employees and all those with whom we do business, managers are expected to ensure that there is a work environment free of all forms of discrimination and harassment.

We can only hope that work is going on behind the scenes to fix this. It will be interesting to see what the position will be for the 2013 Masters Tournament – will IBM still be a sponsor? will Ginni Rometty be admitted as a member as an exception to the all-male rule on the basis of IBM’s sponsorship? or will the club finally change its misogynistic rules?

If next year the club still refuses to have women members, and IBM continues to sponsor the Masters, it will see IBM become the unlikely new champion of discrimination against women.

Photo Credits Tom Raftery and sashafatcat