Vision - November/December 2008 - (Page 23)

ucts are “getting looked at,” and approved, as they go into global markets. Russell is also passionate about packaging. He can wax eloquently on the strengths of PVC, PET and PLA plastics [polyvinyl chloride, polyethylene terephthalate and polylactic acid]—always with an eye toward the end-market demands. “We suggest our customers use PET, even though it is a bit more expensive than PVC, because of the environmental advantages,” Russell says. “POA is the best, but we’re struggling to use it in bottles because it breaks down very quickly,” thus limiting shelf-life. Keeping up with RoHS and other requirements can be challenging, Russell admits. He uses government websites for initial advisories about international requirements so that “our customers who come to us know that we’re educated in selling into each country.” “We have a lot of concerns that are all green,” Russell says. “Companies have looked at different types of packaging to differentiate in looks and aesthetics.” Increasingly, though, green initiatives are being pushed by retailers. He emphasizes the importance of the retailer push as a business motivator, too. “The more we use green packaging, the less expensive it becomes,” claims Russell. Punctuating the global debate about the environmental impact of electronics products is criticism from activist groups such as Greenpeace, the World Wildlife Fund and the Basel Action Network. “Their opinions may not fit with the mainstream, but they are valid opinions,” says one industry executive who follows such activist critiques. “It’s important to hear what they are saying, to understand their point of view.” Manufacturers also rely on other sources of review such as the Electronic Product Environmental Assessment Tool (EPEAT) that was developed under a grant from the “The more we use green packaging, the less expensive it becomes.” — Grant Russell, Kleen Concepts ronmental initiatives, the EPEAT project is allied with performance standard of the IEEE (formerly known as the Institute of Electrical and Electronics Engineers). As environmental planning becomes part of many companies’ fundamental approach to product development, entirely new categories may emerge. For example, Dell Inc. has committed to becoming “the greenest technology company on the planet,” according to CEO Michael Dell. In August, it announced that Dell has become “carbon neutral” on a global scale. The company is encouraging its suppliers to reduce their carbon emissions, too. It also is offsetting about 20 percent of its own power use through a partnership with Conservation International. Thunderbird School’s Unruh sees programs such as Dell’s as part of a corporate agenda to reinvent what he calls “biosphere rules”. He cites priorities such as using fewer materials, creating new designs, developing “scale economies” and revising the buyer-supplier relationship. Unruh acknowledges the “complex issue of reverse logistics”: retrieving used products for reprocessing. “We can do it more cheaply and efficiently if we do it ourselves,” explains Nokia’s Conrad. Noting that there is “such a wide variation of types … within the CE industry”, he recommends that companies work “with like manufacturers to build recycling programs, to be sure we meet requirements.” At the same time, CE makers are developing eco-visionary products that they hope will appeal to policy makers. Panasonic’s Thompson cites a new fuel cell that his company will bring to market in Japan next year, creating devices that generate their own electrical power. He points out that fuel cells are nearly twice as efficient as the existing power grid in powering individual devices. And to make sure that environmentalfriendly concepts get the attention of policy makers, Panasonic is installing a prototype fuel cell system in the residence of the Japanese Prime Minister. • November/December 2008 Sustainability Reigns In October, CEA released the first industry-wide CE environmental sustainability report, “Environmental Sustainability and Innovation in the Consumer Electronics Industry.” Conducted by an independent research firm, the study assesses progress in adopting environmental sustainability policies, practices and programs, and includes specific environmental accomplishments from CE companies. Highlights of the study’s findings include decreased electricity use, relative greenhouse gas reductions and a strong commitment to recycling. The study found improved designs have enabled products that require less packaging, contain fewer harmful chemicals and allow for increased usability, recycling, and energy conservation. The study also examined companies’ adoption of lean manufacturing processes and the greening of manufacturing facilities and improved supply chain practices. Download the report at www.CE.org/green. U.S. Environmental Protection Agency and is managed by the independent Green Electronics Council. EPEAT is an online tool that helps institutional purchasers select and compare PCs, laptops and monitors based on their environmental attributes. Reflecting the inter-industry and private/public cooperation of many envi- Dell has committed to becoming “the greenest technology company on the planet.” — Michael Dell, Dell Inc. www.ce.org 23 http://www.CE.org/green http://www.ce.org

Table of Contents Feed for the Digital Edition of Vision - November/December 2008

Vision - November/December 2008 Contents Shapiro's Spectrum In this Issue The Economist C4 Trends Going Global Visionary CES Unveiled Eco-Intelligence Is Vital in a Sustainable Global Market XGP— A Game Changer Enhancing the Tech Experience High-Definition Decade Public-Private Partnerships CEA Newsline Tech Speak Tech Policy Eye on Business Market Insider Just the Stats

Vision - November/December 2008

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