US-based telco AT&T worked with the US Department of Energy to create a map of how climate change disasters will impact its infrastructure in the southeastern US. The map of Georgia, Florida, South Carolina and North Carolina uses data from the government’s Argonne National Labs to show where extreme flooding, storms and winds are most likely to occur (even detecting differences between neighbourhoods) over the next 30 years. AT&T is combining this data with its own infrastructure map to make its infrastructure more resilient. 

Innovating for a changing world, quite literally. Here’s why we felt compelled to share this initiative with you:

Future Proofed. AT&T is already honing its disaster response strategies, such as using its flying COW (cell on wings ;) drone to restore wireless connectivity from the sky after Hurricane Michael. But forward-thinking brands will look beyond how they will act as FIRST RESPONDERS, and aim to become FUTURE PROOFED (helping consumers, brands, and even governments prepare for a disrupted future). In addition to providing resources and support after the next disaster, what can you start doing now to become more resilient in the future?

Open Source Solutions. Clearly there’s huge business value in AT&T having these long-term climate maps. However the company had to use Argonne’s supercomputers – among the world’s most powerful computers – to create such complex models. Recognizing that not all companies have the same access to government supercomputers, AT&T plans to release the data later this year. Smart move AT&T! And one we’ve seen more and more brands doing, from Corona’s plastic-free beer packs to Marriott’s anti-human trafficking training to Allbirds’ sugarcane shoe soles. If you’re working on a BIG problem, then could you push your organization to give away your solution and have a truly BIG impact?! 🙌