Here’s the problem with Green Tech   |  May 27, 2009  

Yet another study proves we're willing to spend green to be green, but how do you know who deserves your dollars?

A few minutes into this column I checked my e-mail for the 22nd time. It’s a bad habit but today it paid off: a press release from Samsung Canada informs me Canadians want to buy green products. The first sentence reports “four out of five Canadians say their purchasing decisions are influenced by the inclusion of eco-friendly features, and three out of four are willing to pay more for products that offer lower energy consumption, according to a recent Leger Marketing survey commissioned by Samsung Electronics Canada.”

The release’s second sentence tells us “in response” Samsung is launching a series of green LCD monitors.

And therein lies the problem: our green interests are so often linked to a sales pitch that it can be tough to separate the two, or decide which products to buy. I am not disparaging Samsung’s new monitors (they are, it appears, responsible choices) and consumers certainly want to buy green (see this issue’s Greenspace section for more on that). But you have to do your homework.

Start with skepticism
As vendors are increasingly drawn to the green bandwagon, view claims with caution, at least.

Check the facts: When a vendor claims to be a good citizen, head over to www.epeat.net. EPEAT (Electronic Products Environmental Assessment Tool) is run by The Green Electronics Council and is considered a reliable and objective source.

PC vendor Lenovo, for example, contacted me regarding this piece, so I checked it against EPEAT’s gold-silver-bronze assessment criteria. It lists 105 active Lenovo products: 73 gold and 32 silver. That’s a good score and makes Lenovo a credible choice for eco-conscious buyers.

And check the history: The recent rise of green as a marketing force is just that: recent. That means a company with a history of environmental activity isn’t just marketing at you; it probably actually cares.

Motorola is a good example. It just released the Renew, certified as the first carbon-free handset by Carbonfund.org (see Tek Gadgets in this issue). And Motorola established an environmental research lab in 1993 and maintains a full-time division called the Office of Sustainability and Stewardship. While I can’t personally attest to all of its operations, I feel good about any company that did not discover its commitment to the planet just a few months ago.

And now the good news
But with all that, here’s the other thing about green technology: the recent interest in it is very good news. First, companies that are truly green are taking positive steps for the planet, and those that are mostly greenwashing now are likely moving towards more responsible products. And second, environmental activity is great for business: study after study has shown that investing in responsible technology pays off in the form of profits and savings. See Jim Harris’ “Building sustainability” in this issue and his earlier story available at http://bit.ly/greenprofit.

So green tech helps the planet and boosts productivity. That’s a win-win—and how often do we see one of those? 
 

Peter Wolchak
Editor
pwolchak@backbonemag.com