The "Green IT" phenomenon continues to attract significant attention in the Asia/Pacific region. Organizations are starting to see the benefits, but the key focus has been on infrastructure optimization in a bid to reduce costs associated with energy consumption. Environmental sustainability (i.e. reducing the carbon footprint of IT to help mitigate climate change) is a lot lower on the list of priorities. Where reducing energy consumption (and therefore carbon emissions) has been possible, CIOs and IT managers have been ready to listen – but mainly in the context of reducing costs.