Feb. 13, 2008 - Emissions reduction is fast overtaking cost management as the primary motivator for companies to invest in web conferencing technology, according to a new survey by communications firm ICUGlobal. Seven of ten companies surveyed rated “reducing organizational carbon footprints” as a key driver in their organization’s move toward meeting online.

The majority of respondents pointed out that reducing corporate travel not only saves money but also helps the company achieve its environmental targets. They noted that directly reducing carbon footprint by minimizing travel is generally considered more "tangible" than carbon offsetting (investing in renewable energy products to counterbalance the environmental toll of business flights) - a boon to corporate reputation.

Interestingly, many respondents added that altering travel policies due to environmental concerns is an easier sell with employees. "It seems that change based on environmental motives is more readily acceptable than that based on purely financial ones as staff feel included in the environmental agenda," says Stephen McKenzie, CEO of ICUGlobal.

Other key drivers behind corporate investment in web conferencing include increased productivity (62%) and the need for better internal communication (58%) among branch offices.