Imagine a world where big corporations are quietly ditching their green pledges, leaving the planet's fate in jeopardy—yet one expert insists there's a silver lining in turning sustainability into smart business strategy. Intrigued? Let's dive into this eye-opening conversation with EcoOnline's David Picton, who flips the script on IT sustainability. But here's where it gets controversial: Is it really just about profits, or are we sacrificing ethics for the bottom line?
Interview: EcoOnline’s David Picton on Building a Compelling Business Rationale for IT Sustainability
By
- Tiago Ventura, (https://www.techtarget.com/contributor/Tiago-Ventura) Computer Weekly
Published: 13 Nov 2025
Excitement around corporate environmental efforts seems to be fading, as evidenced by a significant drop in climate discussions during S&P 500 earnings calls, and many large companies appear to be silently backpedaling on their eco-commitments. But David Picton stays upbeat. For him, eco-friendliness isn't merely a moral imperative—it's a powerful engine for business success.
Describing himself as an avid advocate for reducing household food waste, Picton serves as senior vice-president of environment, social, and governance (ESG) and sustainability at EcoOnline, a firm that creates software to assist organizations in safeguarding employees, complying with eco-regulations, and integrating green practices into their operations.
From his youth, Picton witnessed how eco-minded actions could transform neighborhoods. Participating in the Duke of Edinburgh awards, Scouts programs, and pursuing a geography degree all profoundly influenced him.
"I recognized early on the difference you can make by collaborating with others and the positive effects that charities, especially those centered on local communities, bring about. It's always been deeply meaningful to me—a genuine passion," he shares.
His career kicked off in the armed forces, navigating the shift from the Cold War period to the post-9/11 era. There, as a logistics and supply chain director, he honed his sense of environmental awareness.
"In the military, we frequently dealt with areas sensitive to ecology in our training sites. Another aspect folks often overlook is the extensive community support we provide. Many assume military life revolves around combat, but much of it involves humanitarian efforts, partnering with locals, and fostering community development."
Exiting the military, Picton expanded his knowledge of supply networks, especially in the construction sector. This paved the way to executive positions in sustainability and ESG.
"I gained insight into how businesses interconnect and the mechanics of supply chains. This path eventually led me to roles as chief safety and sustainability officer, where protecting resources, engaging with communities, promoting volunteering, and generating social benefits were paramount."
After launching his own consulting firm, Picton helped companies align eco-efforts with revenue expansion. His client Alchemist was eventually bought by EcoOnline, leading to his current position.
Nowadays, he dedicates much time to client engagement, guiding them to develop eco-friendly products and services that drive growth. "I dedicate significant effort to storytelling—narratives that make concepts vivid. I'm often on stages, whether virtual or physical, weaving tales and acting as a translator for these ideas."
A standout moment was speaking at the United Nations in Geneva. "It was incredible to stand in the global headquarters alongside ministers from various nations, discussing how our company is actualizing sustainable practices. Engaging with international leaders across borders reinforces that ESG, sustainability, and safety represent a collective global endeavor."
And this is the part most people miss: Why businesses are losing steam on planetary protection.
In his experiences, Picton notes that numerous companies slash sustainability efforts during cost-cutting, viewing them as needless red tape. He firmly opposes this mindset.
"You don't need perfection right away. The key is ensuring investments in green initiatives are underpinned by solid business logic." He observes that organizations often abandon projects prematurely, before outcomes emerge. "There's a tendency to overreact and expect instant results. Roll it out gradually, and it becomes far more impactful."
For Picton, sustainability thrives when positioned as a profit booster, not a moral obligation: "I recall chats with staff at a media firm who claimed, 'This is all about rescuing the Earth,' and I'd respond, 'Your job is to entertain, not save the world.' Preserving the planet isn't our duty—wisely managing its resources is. The Earth has its own self-correcting mechanisms."
Yet, he cautions that we're depleting limited resources at an unsustainable pace. "Earth Overshoot Day—a concept marking when our ecological demands surpass the planet's renewal ability—is a great tool for tracking this. Year after year, scientists point out how we consume resources faster than they regenerate, and these are essentials we rely on heavily."
Earth Overshoot Day, for those new to the term, is the point in the year when humanity's consumption exceeds what the Earth can naturally replenish in that timeframe. Experts have repeatedly warned that this overuse threatens our future. "This isn't about heroic planet-saving; it's about securing livable conditions for our descendants and behaving responsibly today."
The repercussions, he points out, are already evident: "Look at regions grappling with severe weather events, like the UK facing intensified storm seasons or hurricanes hitting vulnerable areas. If you're attuned to environmental shifts, the rise in extreme weather is unmistakable—and it's escalating."
Picton argues that viewing sustainability as a profit killer is misguided. "If that's your take, there's a flaw in your strategy, because responsible approaches are feasible. You might not achieve goals as swiftly, and that's the compromise to consider."
He critiques the energy conversation as overly polarized: "It's often portrayed as a clash between renewable advocates and fossil fuel loyalists, but that's unrealistic."
Instead, he advocates for teamwork, as we transition to renewables given fossil fuels' limited supply.
An upcoming hurdle, he adds, involves discerning truth in an AI-dominated info landscape. He cautions about "disruptive noise" from climate skeptics pursuing personal gains.
"Science is undeniable—it's backed by evidence time and again. The art is communicating it balancedly to sidestep fanaticism accusations, stripping away emotion. It's not about stifling business progress, but advancing it ethically."
But here's where it gets controversial: Can we truly collaborate on energy without pitting sides against each other? And what if some argue that AI's misinformation is just free speech?
Amid these hurdles, Picton holds onto hope. "It's simple to focus on the doom and gloom, yet I've drawn immense inspiration from the positive developments. There are inspiring success stories and clear indications that responsible practices are becoming integral to core business plans. So, optimism and hope are my parting thoughts."
Read more on Datacentre energy efficiency and green IT
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How AI and the Trump administration are fuelling ‘quiet quitting’ on IT sustainability
By: Tiago Ventura
(https://www.computerweekly.com/feature/How-AI-and-the-Trump-administration-are-fuelling-quiet-quitting-on-IT-sustainability)
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In defense of a digital circular economy
By: GuillieanPacheco
(https://www.techtarget.com/sustainability/feature/Benefits-and-challenges-of-the-digital-circular-economy)
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Government funds research to tackle extreme weather
By: CliffSaran
(https://www.computerweekly.com/news/366609476/Government-funds-research-to-tackle-extreme-weather)
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A planetary health diet lowers the risk of total mortality
By: VeronicaSalib
(https://www.techtarget.com/pharmalifesciences/news/366607907/A-planetary-health-diet-lowers-the-risk-of-total-mortality)
What do you think? Is sustainability truly a business opportunity, or are we just greenwashing profits? Do you believe in collaborative energy transitions, or is the debate inherently divisive? Share your views in the comments below—let's spark a discussion!
