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This video is featured in the Climate UX Case Studies playlist.
Summary
As a designer turned sustainability champion, Chris Hammond has played a pivotal role in embedding sustainability into IBM’s product strategy. In this session, he’ll share how a thought leadership initiative led to company-wide awareness and adoption—culminating in CEO Arvind Krishna integrating sustainability into IBM’s business approach. Chris will walk us through the building blocks of this transformation, from executive sponsorship and grassroots momentum to the small wins that paved the way. Hear about the challenges and breakthroughs in shifting an enterprise towards sustainability, including the impact of generative AI and strategies for maintaining momentum amid competing priorities. Expect practical insights on integrating sustainability into design and development, navigating the ebbs and flows of corporate change, and driving meaningful action at scale.
Key Insights
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IBM has been publicly tracking and reporting environmental impact reductions since 1990, demonstrating a deep-rooted commitment to sustainability.
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The formal IBM Design for Sustainability practice was published after extensive cross-functional collaboration and executive alignment, especially involving CEO Arvind Krishna and CPO Christina Shim.
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Client requests for sustainability information around IBM’s software and services significantly accelerated the creation of the sustainability practice.
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Embedding sustainability is most effective when layered into existing workflows and design thinking practices rather than as a separate add-on.
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Christina Shim’s leadership was critical to galvanizing teams and formalizing sustainability as a core element in IBM’s product strategy.
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Sustainability considerations include not only environmental impacts but also social and governance factors, requiring holistic team collaboration.
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Using checklists aligned with IBM’s design and UX review processes helps teams spot both existing sustainable practices and new opportunities for improvement.
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IBM’s approach to AI sustainability favors fit-for-purpose, efficient AI rather than large, wasteful models, focusing on user needs and measurable benefits.
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The US political environment presents challenges for sustainability roles, but momentum remains strong globally, with growth especially outside the US.
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The ultimate goal is embedding sustainability so deeply into business that Chief Sustainability Officer roles may disappear, just as Chief Digital Officers have.
Notable Quotes
"IBM has been publicly disclosing their reductions in environmental impacts since 1990, but hardly anyone knows about that."
"Having design called out by the CEO in the sustainability impact report was a real high point for our team."
"Publishing a position paper at IBM takes months of review to align all stakeholders and avoid any suggestion of greenwashing."
"Christina Shim never in her wildest dreams thought she would join IBM, but became inspired by IBM’s history and vision on sustainability."
"Don’t be an other means embedding sustainability into how your company already works, rather than starting from scratch."
"We want to reduce resources required to deliver the experience and create a better experience that also serves diverse needs and challenges."
"Efficiency in design and delivery reduces energy use and thus contributes directly to sustainability gains."
"IBM’s sustainability journey has ebbs and flows, impacted by executive pivots, acquisitions like Envizi, and market pressures."
"True sustainability work requires cross-functional collaboration among product, design, engineering, and sustainability offices."
"My hope is that in five years we won’t have Chief Sustainability Officers because sustainability will be part of every process and mindset."
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