Sustainable technology is a form of ecological intelligence, as it aims to create solutions that are innovative, efficient, and beneficial for the environment, while also meeting the needs and expectations of society. However, innovating and developing sustainable technologies that are ecologically intelligent requires more than technical skills and knowledge. It also requires ethical awareness, social responsibility, and environmental stewardship. Leveraging artificial intelligence (AI) can help business owners tackle some of the most pressing ecological challenges, such as climate change, biodiversity loss, pollution, and waste. According to a report by the World Economic Forum, AI alone can unlock $15.7 trillion of value for the environment by 2030, by supporting sustainable technology in various domains such as climate change, biodiversity, circular economy, water security, and clean air.[1] Truly unlocking this value with technology requires a business owner to always prefer ecological intelligence over shortcuts and imitations.
Greenwashing is a severe problem that business owners should avoid at all costs. Evidence and action are needed to support the claims of sustainability and eco-friendliness of a product. Greenwashing can backfire, causing harm to consumers, businesses, and the environment in the long run. Consumers who buy greenwashed products may feel cheated, disappointed, or angry when they realize that the product does not deliver on its promises. They may lose faith in the company or the industry and switch to more trustworthy alternatives. Businesses that engage in greenwashing may face legal troubles, negative publicity, or loss of market share. They may also miss out on the opportunities and benefits of developing genuine value from their sustainable technology practices.
Tidhar is a leading construction company that views quality and customer satisfaction as its top values. These values are the driving force behind its continuous innovation and drive to improve. When it identified water leaks as a potential risk to meeting timelines, it chose to eliminate it with cutting edge technology from WINT. For Tidhar Construction, the costs and delays from water damage are unacceptable. They needed a solution that would alert in real-time so staff could shut off the leak before damages occurred. The solution is required during all project phases regardless of communication infrastructure. And it needed to be adaptable, robust and modular so it could grow with the site as construction progressed. Tidhar deployed WINT devices at its sites from day one. Systems were initially installed on the water mains, and devices were added to newly constructed areas and additional floors as the projects advanced. When the system detected leaks it could shut off water to the entire site or to the affected area. Sites have the option to choose automated shutoff or an alert-only policy, depending on their preferences and needs. WINT systems communicate over the cellular network so they can be deployed at all sites even before internet infrastructure has been set at the site. Since the probability of water damage is relatively high on the first year after the completion of a construction project – Tidhar are ensuring that the WINT systems remain installed, continuing to protect building even after construction.Tidhar has deployed WINT at over 40 construction projects. These include residential highrise buildings as well as large, million-square-feet high-tech commercial facilities. Over a 2-year period, Tidhar experienced 6 shutoff incidents across its portfolio, with water flow rates of 400 – 2000 liters per hour (100-500 GPH). Incident causes included a defective fitting, a broken hose and a tap mistakenly left open. In all incidents, WINT identified the issue, shut water off and alerted staff, saving the sites from massive damage and delays. Since deploying WINT, Tidhar has not suffered a single water damage incident. In fact, the company has established WINT as a mandatory standard for all of its construction projects; any deviation from its inclusion requires formal CEO approval. Since installing WINT, no damaging leaks have ever occurred at Tidhar’s construction sites.[2]
The environmental crisis has awakened a new consciousness among consumers, who are increasingly looking for products and services that align with their values and beliefs. They want to support businesses that are committed to sustainability, social responsibility, and ethical practices. They also have the power and the tools to verify the claims and credentials of businesses, thanks to the internet and social media. They can easily access information about the environmental impact of products, compare alternatives, and share their opinions and experiences with others. This means that business owners cannot afford to be complacent or deceptive about their environmental performance. They need to be honest and transparent with their customers, stakeholders, and regulators, and demonstrate their efforts and achievements in reducing their ecological footprint. To address environmental challenges, such as climate change, biodiversity loss, pollution, and waste generation, also need to use ecological intelligence, aided by artificial intelligence. Ecological intelligence can help business owners access, interpret, and act on complex environmental data, design more energy-efficient products, monitor their emissions, and optimize their resource use. By using ecological intelligence, business owners can not only improve their environmental performance but also enhance their innovation, competitiveness, and reputation.
Market leaders try to be authentic and consistent in their claims and actions and provide clear and accurate information about the environmental attributes and impacts of their products by supporting them with facts and details. They seek independent verification or certification from credible third-party organizations to validate their claims and demonstrate their commitment to sustainability. They also use design thinking and user research to understand the customers’ needs, preferences, expectations, and motivations. By using storytelling and branding to create a narrative and an identity for their products, they appeal to their customers’ emotions and values. Feedback and engagement create a dialogue and relationship with their customers, building trust and loyalty. By doing so, business owners can create sustainable technology that not only avoids greenwashing but also creates genuine value for the environment, society, customers, and themselves.
