Environmental sustainability is a key priority for TELUS, a world-leading communications technology company. It continues to rank in the top 100 most sustainably managed companies in the world, and seeks to make a healthier planet for all by leveraging its global-leading technology, compassion to drive social change and reduce our collective carbon footprint through innovative technologies and sustainable business practices.

TELUS surpassed its sustainability objectives in 2019 and is now on a journey to procure all of its electricity from renewable or low-emitting sources by 2025. Next, it aims to achieve net carbon neutrality for its operations by 2030. TELUS has also been named to the Dow Jones Sustainability Index for 21 consecutive years, a feat unmatched by any other North American telecom or cable company. In 2021, it became the first company in Canada to release a Sustainability-linked bond (SLB) framework and complete an SLB offering, formally linking TELUS financing to its environmental performance.

“We’ve spent the last decade becoming a global leader in sustainability, helping make the planet healthier by ensuring that our operations are as environmentally responsible as possible,” said Geoff Pegg, Head of Sustainability and Environment at TELUS.

In part, TELUS’ strategy is focused on three key areas:

1. Seek the best renewable energy options available
2. Focus on migrating workloads to the cloud
3. Embrace a multiplier effect through the use of sustainable partners

Renewable energy impact

Part of this environmental responsibility involves investing heavily in renewable energy sources through power purchase agreements (PPAs) that help renewable energy providers like wind farms and solar companies develop their infrastructure. TELUS executed PPAs with four Alberta-based solar and wind facilities to provide 100 per cent of its electricity load demand in a province where one-third of the grid is powered by coal.

As a technology company, electricity represents a large portion of TELUS’ energy needs: 80 percent of the operational carbon footprint comes from the power requirements for TELUS’ network and administrative buildings, Pegg explains. While TELUS is using renewable energy sources and low-emitting energy grids to power its buildings and network, there’s also the often-forgotten part of the carbon emissions equation: the energy it takes to power data centers. As the International Energy Agency recently reported, data centers represent 1 percent of the global electricity demand and that figure is expected to keep rising as the world increases usage of data-heavy technologies.

“It’s probably no surprise that everyone, whether you’re a business or a consumer, is concerned about reducing carbon emissions,” said Chris Talbott, the Google Cloud Sustainability Lead. “A lot of us think about the carbon emissions associated with our cars or with the electricity that powers our homes, but oftentimes we forget about the carbon emissions that come from the digital services that we use or the networks required to deliver that data.”

As a leader in sustainability, how can TELUS meet the energy demands of its customers while also protecting the environment? One way is through the company’s previously announced collaboration with Google Cloud. The two companies are working together to build a more sustainable world through technology and reduce TELUS’ carbon footprint, create value along the entire supply chain, and optimize industry solutions for social impact through data analytics and machine learning.

Taking a cloud first approach — reducing carbon emissions with green cloud computing

Google became carbon neutral in 2007 and has achieved 100 per cent renewable energy matching every year since 2017. Google has invested in renewable energy to match the electricity we use across our entire operations, including Google Cloud, meaning every workload that TELUS runs on Google Cloud has been matched with renewable energy purchases.

“The operational carbon footprint of running anything on Google Cloud is zero,” Talbott said. Also, by working with Google, TELUS gets the benefit of economies of scale using less electricity. Not only is TELUS leveraging Google data centers, it’s also relying on the digital collaboration made possible by Google Workspace to reduce the amount of travel required by employees attending meetings in different offices. Collaboration tools like Google Meet can reduce the carbon footprint of in-person conferences by 94 percent.

Google compensates for the environmental footprint of any electricity used in the data center and out to the edge network. “You can feel pretty good about using Google Meet because it’s carbon-neutral,” Talbott said.

Multiplier through sustainable partnerships — green cloud computing radiates out

By supporting TELUS in its environmental sustainability efforts, Google Cloud is also enabling TELUS to do the same for its various partnerships. For example, powered by Google Cloud’s infrastructure and data analytics capabilities, TELUS is partnering with Picacity (formerly NXN Digital) and Google Cloud to deliver an ecosystem of integrated smart technologies that enable cities to improve the lives of their residents.

From dynamic traffic signaling that reduces congestion and emissions, to data analytics that create smarter, more efficient city planning, the partnership is transforming the way municipalities operate in our increasingly digital world.The partnership is built on four foundational pillars of infrastructure and environmental sustainability, intelligent transportation, public safety and security, and health. In the case of intelligent transportation, this means sensors, cameras, and other devices are built into or near roads, sidewalks, and bike paths to provide data for innovative software to improve traffic flow in real time. The data can then foster informed decisions about infrastructure, city planning, fleet optimization, and public safety.

All of these environmental measures may seem small when compared with the enormity of the problem that is climate change, but as Talbott said, “Change begins with the small decisions we make every day such as paying attention to the practices of companies that we’ve come to rely on daily in the modern world. They may seem small and in the margins, but at scale, this is how we can make a real impact.”

Virtual meetings, remote collaboration, flexible hours: it’s becoming clear that these new ways of working are here to stay. 

Business leaders, since the onset of COVID-19, have seen workplace transformation go from an almost theoretical long-term goal to an urgent priority. Employers and employees want more flexible ways of working, and delivering on this requires the right technology. 

But flexibility isn’t the only thing that employees want. Remote working has significantly increased the demands we’re getting from many directions—in both our professional and our personal lives. Employees feel overloaded with too much information and too many tasks across too many different tools. Instead of learning another tool, we need the tools we already use to be even more helpful, and work together, in an integrated, intuitive way. 

Today’s teams need to re-imagine not only how they communicate and collaborate with each other remotely, but also how they continue to serve their own customers and support the communities they belong to. From doctors consulting with patients, to financial institutions providing critical advice to customers, to teachers delivering distant learning, to car dealerships creating virtual showrooms—it’s clear that these new ways of working are here to stay.

The future of work is here. COVID-19 has accelerated a shift in how organizations like yours get work done. Take this 2-minute assessment below to see where you’re at on the journey to the future of work, and get a free guide to help you take the next step.

There were several reasons why Suddora and CustomOnIt shouldn’t have been successes. My friend Adam and I were working in a Michigan video store and knew next to nothing about running a business. We started with an idea to sell sweatbands, like the ones I used to wear in my band, and over several months managed to launch it legitimately. This led us to bail on the video store and move to Vegas—smack in the middle of the 2008 financial crisis. We lived on ramen noodles and little else for two years while we got the company going. Our friends took bets on how long we’d stay in business. 

But 11 years later, we have not one but several successful sports apparel businesses, I’m running a bunch of other e-commerce companies (including SweatBands.com), and we’re selling in the United Kingdom and soon in Asia Pacific. 

How did two broke-but-determined guys working in a video store get this far? We always believed in moving ahead, no matter what obstacles came our way—and we learned a lot about how technology like G Suite can make a small business look and operate like a bigger one, and how searching Google for business resources can pay off.

Starting with an idea, a domain and…ramen noodles
In my band days in Michigan, we tried to think of ways to get our name out there. Instead of the usual T-shirts or stickers, I pitched the idea of custom sweatbands since I wore sweatbands when I played guitar. I figured other people might like sweatbands with the names of their bands.

We knew we needed a web domain and email addresses so we could sell online. We found out about G Suite during a Google search, and it seemed like the most pain-free way to get started by buying the domains Customonit.com and Suddora.com (Adam made up that name. “Sudor” is Spanish for “sweat,” which is what the businesses were about, and we added the “d” and the “a” to make the name stand out.).

Even though the company was just me and Adam, we needed to look professional (and also a bit bigger than we actually were). With G Suite, we set up email aliases for various business functions, like help@suddora.com and sales@suddora.com, and arranged to route email from these addresses into our regular Gmail inboxes; that way, customers could easily reach us.

Scaling our business in the Las Vegas heat
Next, we decided to move to Las Vegas because, in the aftermath of the recession, we could live cheaply there. When we got our first big sweatband order from a major NCAA football team,  the momentum started. Now we had to scale up the business so we could handle more orders and deal with suppliers, even though we were still working out of our living room.

We grew to a five-person team, including a customer service person and a designer, and G Suite made it easy to onboard everyone quickly. In addition to giving new employees their own email addresses with the Suddora.com or STbands.com domain names, we routed emails to various people from the “help” and “sales” email aliases we had set up. We also made sure that all of our employees were set up on G Suite, too.

Once orders started to roll in from major fast-food restaurants, football teams, and sports apparel companies, our roles constantly changed. G Suite helped us shave off precious time by helping us manage email less manually—we automatically re-routed emails depending on who’s working on what. If I wanted to take on more sales work, I forwarded emails from sales@suddora.com to my inbox with one click. Same thing with customer service: We never want to lose track of customer service inquiries, which are a high priority.

In 2009, a year after starting the business, Adam and I left our part-time jobs at a local department store to run the business full-time. We promised ourselves that when we hit a revenue target of $15,000 in one month we’d buy a TV for the apartment—and we got that TV!

Going international (without leaving our office)
The business was taking off. We decided to split STbands.com into two websites: Suddora.com for sports sweatbands and CustomOnIt.com for custom apparel and party goods. We recognized that half our customers wanted athletic wear and accessories, while the other half wanted custom items like T-shirts and wristbands. It was a move that would allow each business to thrive.

Creating products and managing suppliers was getting more complicated. Once again, G Suite helped us move our business forward. We used Google search to find suppliers in China, and were able to set up supplier relationships and talk one-on-one with the people making our products—without extensive and time-consuming travel to China. You can accomplish so much with video meetings and chat.

With more suppliers and more customers, we needed to constantly up our game in terms of product design. When we create new designs it generates a ton of files and iterations, which get shared back and forth between pattern designers, photo editors, writers, and marketing professionals. To help centralize these files, we store everything in Google Drive so they can be shared and accessed anytime, from anywhere. For example, we use Sheets to house updated data on our products across all of our e-commerce platforms. 

Lessons learned
Eleven years on, I’m still learning every day about what it takes to run and grow a business. I think what helps is finding tools like G Suite that are so easy to use, you don’t need much ramp-up time to get started—nor do your employees. That means we’re all productive much faster. 

Also, you might be thinking about a million ideas for starting a business. But the truth is, you only need one—an opportunity that makes you think, “Okay, this is going to be big.” So go for it. You can’t afford not to.

Editor’s note: Gordon Lucas, Global Head of Digital Engineering at Costa Coffee, explains how Google Maps Platform helps direct customers to each of its 4,000 plus Costa Coffee shops across the world, as well as streamline payments, and optimize deliveries.

When brothers Sergio and Bruno Costa opened the first Costa Coffee in central London in 1971, they relied on word of mouth to grow trade. Personal recommendations encouraged people who lived and worked locally to visit the coffee shop and sample what became (and still remains) our signature blend coffee, Mocha Italia.

Fast forward 50 years and we have more than 4,000 coffee shops spread over 31 countries. To make it as easy as possible for our global customers to pick up a Mocha Italia, a Costa Americano, or any other Costa Coffee product wherever we operate, we decided to create a visual app. We wanted the app to help customers across the world find their most convenient eat-in, takeaway, drive-thru, partner store, or delivery platform, and highlight which services are available and at what times.

Enhancing the customer experience with intelligent maps

We were already using Google Maps Platform products on our website to provide our customers with a basic store locator service. So when we launched our mobile app in 2017, we added more interactive geospatial features to make our customers’ journeys quicker and easier.

We chose to enhance our existing Google Maps Platform solution because our developers enjoyed using it. Google Maps Platform offered all the capabilities we needed to boost our solutions, and we were excited to see how we’d be able to leverage geospatial data to improve the experience of our customers.

Our Google Cloud Premier Partner, Snowdrop Solutions, supported us in deploying all our requirements so the app’s new features could be rolled out globally. We wanted to direct pedestrians and vehicles to standalone Costa Coffee shops and kiosks in supermarkets and gas stations. We also wanted a dynamic map feature to highlight which locations offered click-and-collect, drive-thru, and delivery services. We then wanted to link these services to our online payments systems, seamlessly integrating our transaction process to make it as easy as possible for our customers.

To that end, we used the Maps Static API to embed maps within our app, and the Geocoding API to convert addresses into coordinates to create markers on our maps. We also use the Places API to allow customers to search for a Costa Coffee facility based on their location.

A new route for customer satisfaction

We had one issue when it came to locating Costa Coffee shops, however. We noticed that some customers were selecting the wrong store to collect orders. Fortunately, Google Maps Platform provided a quick fix that solved this issue. We updated the service to provide customers with a map of their collection point upon receipt of their order, remindIng them which store to collect from. A tweak like adding a map to a receipt improves customer satisfaction. The drop in calls to our customer service is testimony to this.

Geospatial intelligence became invaluable in the pandemic

We had to adjust our service when the pandemic hit and Google Maps Platform was again instrumental in helping us. Because we had to comply with unique lockdown measures and travel restrictions across different locations, it could be challenging for our customers to stay up-to-date on the changing opening times and service guidelines of our shops. So we used Google Maps Platform Places API to show our customers which nearby stores, click-and-collect outlets, or drive-thrus were open, and when, during lockdowns.

Integrating this with our mobile ordering system also enabled us to promote COVID-safe contactless payments. Customers can locate a Costa Coffee shop, select, order, purchase, and collect their order or have it delivered to their cars without the need for any human contact. This reduces service wait times and minimizes the risk of transmission between customers and baristas. It also makes our employees feel more safe at work.

Geospatial data optimizes our entire operation

When the lockdown ended, our in-app order data showed a spike in demand, illustrating how much our customers miss their Costa Coffee experience. This data not only helps us to identify demand, it lets us track user preferences, informs where to direct supplies to meet a raised demand, and creates more accurate forecasts. This data can also help us manage costs.

Geospatial intelligence is also used to improve the experience of customers, from when they first look to order a cappuccino to when they arrive at the shop to enjoy it. We are using geomarketing to surface local offers. Say a Costa Coffee shop is trialing a new beverage, a pop-up can suggest users of our app try it next time they’re nearby.

Google Maps Platform has become integral to our digital operations. New features and capabilities of Google Maps Platform products have allowed us to continue innovating. The Costa Coffee footprint now spreads physically and digitally around the globe, and with the help of Google Maps Platform we can still offer the same tailored personal service that spurred the initial success of the Costa Brothers 50 years ago.

For more information on Google Maps Platform, visit our website.