Brits: Sony is the greenest tech brand

Some of the world’s leading technology brands are failing to convince consumers of their green credentials, according to survey by Added Value obtained by Freelance UK yesterday.

Not only are an increasing number of Brits considering the environment when they buy electronics products, but they are sceptical about the ethical statements made by their sellers.

For instance, when consumers were asked to what extent tech brands had respect for the environment, the highest score for Sony was a mere 21%, followed by Microsoft at 18%. A massive 40% simply couldn't name any brand.

Worse, 53% didn't know or couldn't name a technology brand that is known for 'pro-actively combating climate change.’

Those seen as 'leading the way in the area of climate change in the future' included Microsoft at 18%, Sony at 14%, Apple at just under 12% And Philips at 10%- hardly huge votes of confidence.

In response to this issue, some of the biggest names in the technology sector are actively engaged in 'eco-proofing' their business operations, from the products themselves to the entire manufacturing process.

For example, many of them, including Sony, Microsoft, HP and Dell, already offer a global recycling and take-back service.

In addition, Sony has set itself stringent environmental targets with its Green Management 2010 strategy, while Nokia has formed strong links with the WWF to raise staff awareness of environmental issues.

And it's paying off on the bottom line: NEC's 'Refreshed PCs' division, which repurchases, refurbishes and resells its second-hand computers, has made profits from year one.

This is all very admirable, but what is certain is that these companies will only win over consumers if their commitment is real, substantial, and lasting.

Lucy Richardson, the chief executive of Added Value UK, said: "It looks like technology companies face an uphill battle in overturning their image among consumers as active contributors to the 'throw-away' society, interested only in selling more products by offering an endless array of new models with 'must-have' features.

“But it's increasingly plain that this is a really serious battle and one they must wage and win.”

Added Value is holding the next Branding for Good Summit called “Green:2.0 - Avoid the Greenwash” in November with Sir Martin Sorrell, the chief executive of WPP, as the key note speaker.

The Summit will explore the opportunities of ethical marketing. The format will blend the interactive, practical side of a workshop with inspirational conference speakers.
Details: Tuesday 13th November 2007, 9.00am – 5pm, Location: East Wintergarden, Canary Wharf, London

More information is available at:


24th July 2007

Related News

Latest News