Eco is (still) Ecology + Economics

Environmental Leader today reported that "Environmental Friendliness Not Driving PC Sales" (I'd quote the original study, but getting it to read costs more than a couple of PCs).

The conclusions are not surprising: consumers are looking for hard environmental savings, not marketing. In particular, they want to see energy efficiency that leads to real economic savings. But realistically, what else would they use as a criteria? Higher use of recycled cardboard in the packaging? How does a consumer put a value on that?

Unfortunately our whole industry is not yet consistently good at giving people the energy information they need to use the one environmental criteria they seem ready to use - possible savings in the monthly power bill. While Dell highlights some eco interesting looking advancements on the front page of dell.com, I still find it very hard to get any real energy data on specific PC models. Same thing for HP. (Note: in the server space Dell, HP, Sun, and probably others have much better real power data available for most models).

The lesson here for all of is simple, in my mind. We have to explain the concrete environmental and economic benefits in a way that is meaningful to consumers, and give them the hard facts so they assign their own valuation to those benefits. It might not feel "pure" that economics is the way that most people will do that valuation, but if they make better decisions for the environment, isn't that goodness?

Comments:

I am studying a masters degree with a specialization in Corporate Sustainable and Social Responsibility (CSSR). I'm relatively new to Sun and I was surprised when I found out that our company was so advanced and had embraced CSSR to such levels. The thing that is confusing me a lot is that Sun seems to either be loosing market presence or value instead of being a world wide leader in terms of sustainable investment and practices that would tackle the major concerns we currently have. I was expecting Sun to go up as CSSR talks seem to gain more popularity.

I understand that customer awareness and education are key elements but to be honest it pretty much looks like Microsoft and that makes easy the transition.

I would really appreciate if you comment on what kind of problems Sun has been facing when trying to approach governments (hoping to get in the list of approved suppliers for example), the kind of relationship Sun has with the NGOs that we currently work with and any other relevant information related to implementing CSR and CSSR policies that not only will positively affect the company but societies and the world in which we live.

Best regards,
Jessica

Posted by jessica romo on October 16, 2008 at 01:34 AM EDT #

Jessica,

Your comment touched on a number of different areas and issues, so its a little difficult to respond here. Since you are inside Sun its probably easiest to just have a direct discussion with myself or with Marcy Lynn, our CSR Director.

Thanks,

Dave

Posted by David Douglas on October 16, 2008 at 02:48 AM EDT #

Post a Comment:
Comments are closed for this entry.
About

dd

Search

Top Tags
Archives
« April 2014
SunMonTueWedThuFriSat
  
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
   
       
Today