University of Milano Bicocca's Green Digital Ranking: Assessing Sustainability in the Digital Realm
**Green Digital Transformation: A New Approach to Sustainability in Business**
In a significant step towards promoting sustainable growth and adapting to climate change impacts, Brightseed, a spin-off of the University of Bicocca in Milan, has unveiled a new sustainability rating system called the Green Digital Rating. This innovative rating system is designed to help companies leverage technology as a competitive advantage rather than an additional cost.
The Green Digital Rating is evaluated across four key areas: Profit, Proof, People, and Purpose. In the Profit area, the company's governance, financial sustainability, and balance sheet indicators are assessed. The Proof area measures data collection in various sectors, including adherence to GDPR, privacy compliance, digital advertising tracking systems, and the effectiveness of digital channels. For People, brand awareness, online reputation, social and environmental sustainability are evaluated. The Purpose area focuses on a company's commitment to long-term sustainability goals and its impact on society.
The presentation of the Green Digital Rating took place during meetings organized by the Interuniversity Research Center in Territorial Economy (Criet) at the University of Bicocca. Alice Mazzucchelli, an associate professor of business economics and management at the University of Bicocca and a co-founder of Brightseed, expressed concern that companies may adopt new technologies without clear goals, which can lead to technology becoming an extra cost rather than a competitive advantage.
Experts pointed out during the meeting that the driving force of sustainability has stalled in Italy. Only one-third of Italians have a clear understanding of what sustainability means. However, Andrea Alemanno, head of public affairs and corporate reputation at Ipsos, stated that 2015 was a crucial year in Italy for the understanding of sustainability.
The Green Digital Rating adds a technological dimension to the traditional three dimensions of sustainability. It aligns with broader efforts to evaluate and improve the sustainability of digital practices in business, often referred to as green digital transformation.
Green digital transformation involves using digital technologies to create sustainable growth pathways and adapt to climate change impacts. It combines digital transformation with strategic and sustainable use of technologies to address climate change by focusing on digital inclusion, sustainable digital applications, digital governance and policy, and climate action through technology.
The integration of sustainability into business models through green digital transformation aims to reduce carbon footprints, enhance environmental responsibility, promote sustainable products and services, and improve operational efficiency. While the specific term "Green Digital Rating" is not mentioned, these principles align with Brightseed's new rating system.
The Green Digital Rating has not been implemented by any specific company at the time of this article. However, the Criet meetings of 2025-2027 aim to explore how sustainability can be integrated into various business models to create value. The meetings will delve into how digital technologies can be used strategically to drive sustainability initiatives and create competitive advantages, rather than just compliance.
In conclusion, the Green Digital Rating, while not yet implemented by any company, represents a promising step towards promoting a paradigm shift in the way companies approach sustainability and technology. By leveraging digital technologies strategically, companies can not only reduce their environmental impact but also gain a competitive edge in the market.
In the context of promoting a strategic approach to sustainability and digital transformation, the Green Digital Rating, developed by Brightseed, could be extended to assess a company's sustainable living practices in areas such as home-and-garden and sustainable-living, aligning with the rating's focus on People and Purpose. Moreover, as the green digital transformation movement continues to evolve, the incorporation of sustainable-living practices could become an integral part of a company's overall approach to work, helping to reduce their carbon footprint, promote eco-friendly choices, and demonstrate a commitment to a more balanced lifestyle.
