lunes, febrero 01, 2010

RSE: Empresas que hacen los deberes

Empresas que hacen los deberes
25 de Enero de 2010 - 20:00:00 por esPosible
Empresas que hacen los deberesInnovación, eficiencia energética, nuevos productos... No hay una receta fija, pero sí empresas que ya se están anticipando a lo que vendrá y han entendido que la gestión ambiental es tan buena para ellas como para el planeta.


Unas cumplen con lo justito, otras se presentan voluntarias, las hay que sacan nota y que empiezan a andar la senda de la sostenibilidad, del recorte de emisiones, de la eficiencia energética. Han sabido adaptarse a las circunstancias y sacar provecho de algo que otros ven como un hándicap. Nuevos productos, procesos más eficientes, recortes de gastos, innovación… Lo cierto es que algunas parecen ir por delante de la legislación e incluso de la sociedad, anticipándose a lo que saben vendrá. ¿El truco? Si nos guiamos por el mercado, y aunque las generalizaciones nunca son buenas, las "verdes" sobreviven a las crisis.

 

 

Según el informe 2009 Greening Corporate America, elaborado por Siemens Building Technologies y McGraw-Hill Construction, las empresas apuestan por la sostenibilidad en tiempos de crisis. Tras analizar al 75% de las empresas que cotizan en la Bolsa estadounidense con beneficios de más de 170 millones de euros, encontraron que el 75% de ellas daban a sus iniciativas para la sostenibilidad la misma importancia que a sus estrategias corporativas (el doble que un año antes).


No se trata de empresas puramente ecológicas pero adoptando cierta conciencia ambiental y prácticas verdes, han logrado fortalecer sus posiciones y ver incluso cómo sus acciones subían, caso de Apple, mientras la mayoría padecía la recesión. Esta apuesta, y el lógico interés por las posibles medidas económicas que beneficien a empresas con políticas verdes, ha quedado plasmada estos días con el gran despliegue empresarial vivido en Copenhague, así como en la implicación de un sinfín de marcas, desde Coca-Cola a Timberland pasando por Acciona, en las campañas promovidas por ONGs y asociaciones sin ánimo de lucro para tratar de impulsar las negociaciones de cara a la firma del heredero de Kioto.

Empresas que hacen los deberes
Reducción de emisiones y eficiencia



BBVA: su Plan Global de Ecoeficiencia 2008-2012 aspira a recortar en un 20% su tasa de emisiones por empleado para 2012 (en relación a 2007).


Bankinter: espera reducir un 3% anual sus emisiones, recortando un 2% las procedentes del gasto eléctrico, un 11% las de desplazamientos aéreos y un 4% las de carretera.


BSH Electrodomésticos España
: su planta zaragozana invertirá 600.000 euros en el proceso de tratamiento de chapa de las lavadoras que fabrica para recudir un 25% su consumo de energía. La empresa se ha sumado a un proyecto de reducción de emisiones anuales de CO2 del Observatorio de la Sostenibilidad en España (OSE).

Cemex: la cementera se ha comprometido a reducir en 25 % las emisiones de CO2 por tonelada métrica para el año 2015, con respecto a los niveles de 1990. En 2008 logró una reducción del 15,8%.

Eon: la alemana ha disminuido sus emisiones de CO2 alrededor de un 33% en comparación con los niveles de 1990, y aspira a alcanzar el 50% en 2030.

Ferrovial: cada una de sus unidades de negocio tiene sus propios objetivos. Destaca el de BAA, su filial ae roportuaria, que espera rebajar sus emisiones un 15% en 2010 y un 30% en 2020 (en relación a 1990).

Grifols: entre 2008 y 2010 recortará su consumo de gas y electricidad por unidad de producto en un 15%.

Iberdrola: en 2010 habrá rebajado en un 42% la tasa de emisiones de su electricidad de origen térmico con respecto al año 2001, objetivo a lograr en 2010.

Inditex: ha apostado por la innovación para intentar mejorar los objetivos propuestos por la UE de reducir el consumo energético por superficie de tienda un 20%, obtener un 20% de energía de origen renovable y reducir las emisiones de su distribución en la misma cantidad. Todo, para 2020.

KPMG: La delegación española será neutra en carbono para 2010. Tras adherirse al programa Global Green Iniciative, la multinacional recortó en 2008 un 8% interanual sus emisiones en España. A nivel mundial espera recortar sus emisiones en un 25%.

NH Hoteles
: espera reducir en un 20% su consumo energético por huésped/noche de aquí a 2012.

Red Eléctrica: ha llegado a ser finalista en el Premio Europeo de Medio Ambiente a la Empresa en la categoría de Producto para el desarrollo sostenible, por la puesta en marcha del Centro de Control para el Régimen especial (CECRE), que permite maximizar la integración de las energías renovables en el sistema eléctrico español. Destacan sus estudios de impacto medioambiental.

Renfe: pretende rebajar su gasto energético en 53 millones de euros y reducir sus emisiones de CO2 en 115.000 toneladas en 2011. Para 2020 las emisiones de CO2 por unidad transportada en tren se situarán por debajo de los 20 gramos (un 57% menos que en 1990) mientras que en 2010 espera evitar la emisión de 2,5 millones de toneladas de CO2, gracias a la modernización de su flota. Entre 1990 y 2008, las emisiones de CO2 por Kwh (kilowatio-hora) consumidos por el tren se redujeron un 43%. Ya extrae el 23% de su energía de renovables.

Repsol YPF: quiere reducir 2,5 millones de toneladas de CO2 equivalente en el periodo 2005–2013. En 2008, sus emisiones han disminuido un 3% interanual debido a los programas de reducción implantados, y a la parada programada de varias plantas de las refinerías de Puertollano y Tarragona. Redujeron también en un 3% sus emisiones de metano, debido a la menor actividad registrada en los yacimientos de Las Heras y Chubut Cañadón Seco (Argentina).

Telefónica: ha fijado un objetivo de reducción de un 30% de la tasa de consumo energético por cada conexión (esto es, por cada teléfono fijo, móvil, conexión de acceso a datos o televisión), entre 2007 y 2015. También reducirá un 10% el gasto Kwh/empleado procedente de la actividad en oficinas. De momento, ha logrado recortar el consumo eléctrico en la red de un 5%, gracias a la puesta en marcha de sistemas de eficiencia energética, y cuenta ya con más de 1.600 instalaciones que funcionan con energía renovable.

Unión Fenosa: se ha propuesto reducir un 40% la tasa de emisiones de su electricidad de origen térmico para 2010 (con respecto a 1990). Ya ha logrado dos de los tres objetivos de su plan estratégico.

 

Iniciativas vinculadas al mercado europeo de emisiones


Empresas que hacen los deberesBANCA:

  • A través de Iberclear, BME gestiona el Registro Nacional de Derechos de Emisión de Gases de Efecto Invernadero.
  • - Banco Sabadell funciona como cámara de compensación para SendeCO2, un sistema electrónico de negociación de derechos de emisión de CO2 que opera en el sur de Europa.
  • Banco Santander participa en el Fondo de Carbono para la Empresa Española.
  • Bankinter oferta productos de inversión vinculados al cambio climático: Bonoclip Garantizado Medio Ambiente, Bono Energías Renovables…
  • BBVA asesora a las Pymes para mejorar su eficiencia energética, tiene líneas de inversión en renovables y Trading de carbono.


ELÉCTRICAS:

  • Endesa Carbono es la línea de negocio centrada en los servicios de consultoría e intermediación en la compraventa de derechos de emisión y en el desarrollo de proyectos de reducción de emisiones de Endesa.
  • Zeroemissions es la filial de Abengoa encargada de desarrollar los servicios de consultoría en materia de cambio climático
  • Iberdrola trabaja en proyectos de investigación sobre demanda energética a partir de medidores inteligentes, para ofrecer soluciones adaptadas al perfil del usuario. También participa en Smart City, un proyecto piloto de redes de distribución inteligentes.


Otras medidas verdes

Abertis: tras lanzar un portal de compras que homologa bajo los mismos criterios sociales y medioambientales a todos sus proveedores, ha lanzado una campaña que enviará a sus empleados 12 mensajes ecológicos relacionados con la gestión de residuos o de energía, el cambio climático... implicándoles en el proceso de reciclaje. También ha puesto en marcha un Plan de Movilidad que afectará a los 1.100 empleados de su sede de Barcelona.


Acciona: ha establecido la temperatura del aire acondicionado de sus oficinas en 23-24 grados y fijado pautas de vestimenta más informal. Estas simples medidas lograron en 2008 un ahorro del 8,5% en climatización. En su sede central de Madrid se ahorraron 55.000 Kw/h, evitando la emisión de 20,6 t de CO2.


Autodesk: ofrece gratuitamente su nueva herramienta para el cálculo de la huella de CO2 "C-Fact", que permite a sus usuarios fijar objetivos propios tomando como referencia los fijados por el Panel Intergubernamental para el Cambio Climático de Naciones Unidas.


Correos: en colaboración con la ONG Bosques de la Tierra, ha puesto en marcha el programa Línea Verde, empleando materiales ecológicos en la elaboración de sobres y paquetería. También participa en varios programas de reforestación.


Deloitte: la consultora estadounidense acaba de publicar Challenges in Carbon Accounting: Are you Ready? (Retos en la medición de dióxido de carbono: ¿Estás listo?), un informe que ayuda a las empresas a aclararse sobre las obligaciones que deben cumplir, las emisiones permitidas, recomendaciones para elaborar sus informes…


Endesa: ha optado por subir a Youtube (http://www.youtube.com/watch?v=tRXSVCnNqRs) un vídeo cuyo objetivo es incentivar un uso más responsable de la energía por parte de los consumidores. Para ello anima a los internautas a emplear el portal www.twenergy.es, que inauguró en septiembre para fomentar un consumo energético más racional. El portal, inaugurado el 28 de septiembre, había registrado a mediados de noviembre visitas de 40.000 navegantes de 72 países.


Gas Natural: invirtió más de 370.000 euros en la remodelación de instalaciones de siete centros municipales de La Bañeza (León). Cuenta con más de 6.000 empleados inscritos en el proyecto U-eFiciencia, que contribuye a financiar la compra de electrodomésticos más eficientes y lámparas de bajo consumo. Además, su campaña El bosque virtual ha recaudado 64.000 euros para la ONG AccióNatura, que se destinarán a restaurar la selva tropical de Brasil.


Iberdrola: su proyecto Huella Verde busca reducir las emisiones domésticas, aconsejando a los usuarios. En en diciembre de 2008 ya habían logrado evitar la emisión de 5.300 toneladas de CO2 gracias a la participación de más de 13.600 hogares. Una reducción equivalente a las emisiones de las actividades domésticas de 4.500 familias durante un año.


Tetra Pak: participa en el programa Climate Savers de WWF y está cerca de lograr un 10% de reducción de emisiones entre los años 2005 y 2010.

 

Un futuro más verde gracias a las TIC


Unas 113 millones de toneladas de emisiones de CO2 y 43.000 millones de euros de consumo energético europeo. Ésas son las cifras del ahorro, para 2020, calculadas por el estudio realizado por Vodafone y la consultora Accenture: Telecomunicaciones y CO2.


A nivel europeo, la reducción de emisiones llegaría hasta el 15% y el ahorro alcanzaría los 600.000 millones de euros. Esto se lograría gracias, por ejemplo, al reemplazo de actividades físicas por virtuales: videoconferencias en lugar de viajes para reuniones de trabajo, fomentar el trabajo a distancia, mejora de los procesos de comercio electrónico… Su puesta en práctica permitiría reducir en más de 22 millones de toneladas las emisiones y ahorrar 14.100 millones de euros en consumo energético.


A este proceso de virtualización, tendrían que sumarse redes eléctricas más inteligentes –para optimizar la carga de la red y fomentar el consumo en franjas horarias de baja demanda, lo que implicaría 43 millones toneladas de CO2 y menos y 11.400 millones de ahorro–, con un mayor protagonismo de los servicios inteligentes "máquina a máquina" (M2M).


La logística inteligente, para supervisar y optimizar las operaciones de transporte y logística mediante tecnología inalámbrica (35 millones de toneladas menos en emisiones y ahorro de 13.200 millones); las ciudades inteligentes, con una supervisión adecuada del tráfico urbano; y los también inteligentes sistemas de producción industrial, con supervisión de máquinas a distancia, automatización de comunicaciones entre los procesos de producción…


"Todas las empresas, pequeñas, medianas y grandes, necesitarán desarrollar sus productos de manera que el impacto medioambiental sea cada vez más reducido. El desafío de la industria y los gobiernos radica en que seamos capaces de trabajar juntos para crear el marco de trabajo y las condiciones necesarias para estimular su rápido desarrollo", asegura Julián Oncina, director general de Empresas de Vodafone España. Eso sí, para lograr los resultados del estudio se necesitarían en Europa mil millones de conexiones inalámbricas, el 87% de las mismas referidas a tecnologías M2M.



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