March 19, 2009
Dell Tops HP as Greenest Perceived IT Brand – MSFT, Intel Fall
Dell is the number one green technology brand, as seen by CIOs and senior IT managers, according to GreenFactor, a joint study by Strategic Oxygen and Cohn & Wolfe. Dell was recognized for its extensive recycling program, the top ranked attribute sought by IT buyers. HP, IBM and Microsoft were noted for their energy efficient products and use of sustainable materials, while Apple held its position in the top five for designing products that are perceived to have a green look and feel.
GreenFactor released its first study on green IT in July 2008. In the new research, Global IT buyers continue to see little differentiation among the various green offerings, yet brand rankings among companies shifted somewhat with Dell at 30% moving to number one, replacing HP, which fell to number two at 26%. Similar to the July findings, no single enterprise IT brand is a clear “green” leader globally and there is little statistical difference between the leaders.
The research findings, when coupled with the July study, have identified two distinctive segments that IT buyers use to judge companies — “Brand Products” and “Brand Operations.”
The Brand Product attributes that most clearly impact purchase decision include:
– Produces hardware that is made from biodegradable/recyclable materials
– Designs products or packaging that appears to be green because the design looks clean
– Offers recycling programs for old hardware
– Produces energy efficient products
– Promotes a green image of themselves
Brand Operations attributes include having green facilities (manufacturing and/or data canters), using green shipping methods (e.g. non-wasteful packaging, efficient transportation), or leading in developing new green technologies.
IT buyers currently rank Brand Product higher than Brand Operations when making purchase decisions, but an IT vendor’s ability to effectively demonstrate environmental stewardship in both areas gives them a distinct advantage.
Strategic Oxygen surveyed more than 3,500 enterprise IT decision makers – including CXOs, CIOs, IT Managers and Line of Business Managers – in 11 countries. The study also looked at 26 enterprise technology brands to determine decision makers’ perceptions of “green” IT, products and marketing.
Advertisers
Pew Center Conference: Corporate Energy Efficiency
Reduce energy consumption, lower emissions and save money. >>
Join the Discussion
Recent Daily News [ see all ]
- 02/09/2010
- 02/08/2010
- 02/05/2010
- Caterpillar Puts Weight Behind $1.5B FutureGen CCS Project
- WR Grace Targets 20% Energy Intensity Cuts
- As UK Cap and Trade Falters, Government May Prop Up Carbon Prices
- Federal Government Proposes Climate Change Office
- University of Florida Football Complex Uses 25% Less Energy Than Similar Buildings
- 34% of Execs Cite Economy As Impediment to Adopting Sustainability
- Energy Storage Project Aims to Extend Utility of Solar Power
- Ford to Debut Electric Commercial Van
- SF OKs $150M in Property Tax Financing for Energy Efficiency, Renewables
- BNSF Signs Deal for Measuring Energy Efficiency
- Roundup: GE, IBM, Audi ‘Green Police,’ EU Carbon
- Accidental to Purposeful Sustainability: Using What You Already Have to Grow Sustainability
- Holiday Inn Express, Bardessono Boast Energy Efficiency, Renewables
- Massachusetts Adds $20M in Solar to 12 Wastewater Plants
- Novo Nordisk Cuts CO2 Emissions by 32%, Water Use by 20%
- Roundup: Dr. Suess Cease-and-Desist, Philips, EPA, Melting Drywall
- Canadian Environment Minister Denounces Quebec Vehicle Emissions Regs
- Energy-Efficient Lighting Saves Canadian Tire $6M in 2009
- Pixar Data Center Saves Money Via Cold Aisle Containment
- HVAC Software Helps University of Texas Save $500K a Year
- Data Centers Can Apply for Energy Star Rating in June
- Rytec’s Fast Cold Storage Door Helps Save Energy
- Burt’s Bees Decreases Waste to Landfill by 51.5% in 2009
- National RES Would Benefit Southeastern, Manufacturing States
- TBR Evaluates Sustainability Strategies at Dell, CSC, Cisco
- CEO Report Envisions $6 Trillion in Sustainable New Business Opportunities
- IBM ‘Cloud Computing’ Data Center Saves 15% in Energy Costs
- Bipartisan Senatorial Effort Seeks Cap and Trade for non-CO2 Emissions
- Collapsible Ocean Shipping Container May Help Reduce Emissions
- To Ensure Future Compliance, Utility Asks for CO2 Limits
- Analyzing Energy-Efficiency Metrics Can Reduce Energy Use in Data Centers
- Goose Island Touts Low-Carbon Brew
Charts [ see all ]
Popular Topics
Energy Efficiency
Data Center
Emissions
Facilities
Electricity
Sustainability
Water
Supply Chain
Efficiency
Green Marketing
Strategy & Leadership
Research
Fleets & Transportation
Carbon Finance
Conventional Energy
Clean Energy
Waste & Recycling
Paper & Packaging
Policy & Law
Utilities
Construction
Comments and Discussions
John Bergdoll on Accidental to Purposeful Sustainability: Using What You Already Have to Grow Sustainability
"I was following the logic your article..."
Liz Amason on Clorox Comes Clean With Chemical Content on Web Site
"But look at their ingredients listings. For example, their regular liquid bleach..."
Rigidflexibility on Companies Going Green Should Ignore Green Consumer
"I was about to market a metal working fluid that is 98>% Soybean oil and..."
Stuart on Canadian Environment Minister Denounces Quebec Vehicle Emissions Regs
"Canadians have been waiting for the feds to act on climate change for..."
Steve Wolford on Sports Teams Embrace Sustainability
"Hello Environmental Leader, We just returned from the National Sport Forum in Baltimore. Team and..."
Mauibrad on Bipartisan Senatorial Effort Seeks Cap and Trade for non-CO2 Emissions
"Finally some enlightened ideas out of Congress!"
Cameron Green on Data Centers Can Apply for Energy Star Rating in June
"I did a blog post about this. Essentially PUE doesn’t give you very much..."





Reader Comments
I fear that a report like Green Factor, whose mission is to “illuminate ‘green’ marketing opportunities,” is only rewarding companies for how well they promote their green initiatives rather than what they are actually doing to become sustainable. Climate Counts ranked Dell ten out of 12 and put Apple dead last, while Green Factor says IT professionals placed them into 5 place. Click on my name to read more about this on my “Green IT – Marketing Versus Measuring” post.
Matt Courtland | March 23rd, 2009