Dell Tops HP as Greenest Perceived IT Brand – MSFT, Intel Fall · Environmental Leader · Green Business, Sustainable Business, and Green Strategy News for Corporate Sustainability Executives

March 19, 2009

Dell Tops HP as Greenest Perceived IT Brand – MSFT, Intel Fall

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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.

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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