Is green the new white?
The story that broke today about ‘green’ PCs and, more to the point, the amount more that users are willing to pay for them, was another opportunity for technology companies to jump on a friendly social issue.
Apart from Greenpeace – which commissioned the study – Dell seems to be the biggest recipient of positive coverage, with its own nicely-timed announcement that it plans to phase out dangerous chemicals from its products cross-referenced all over the place.
For once, Apple was mentioned in a negative light as a member the list of computer manufacturers yet to commit to eliminate hazardous materials from their products.
Are consumers really willing to pay more for greener PCs? According to the study, UK buyers are willing to spend £75 more. But when it comes to purchasing greener power, such as electricity from providers that source renewable energy, it’s been demonstrated time and time again that the public will only sign up if it’s the same price as ‘brown’ energy, or cheaper.
In the consumer electronics market, where prices are constantly being squeezed and expectation always rising, are consumers really likely to pay almost another £100 to ensure they get a green one? I doubt it. People are likely to say they’ll pay more – but when it comes down to it, they mean well but won't follow through.
Call me cynical, but this story appears to be another classic piece of solar-powered spin. If I was Mr Dell, I’d look at making my green PCs cheaper AND better than my normal ones, and doing something really responsible. That might even make Apple sit up and take notice.
Originally posted at LEWIS 360.
Tagged: Greenpeace Dell environment
Apart from Greenpeace – which commissioned the study – Dell seems to be the biggest recipient of positive coverage, with its own nicely-timed announcement that it plans to phase out dangerous chemicals from its products cross-referenced all over the place.
For once, Apple was mentioned in a negative light as a member the list of computer manufacturers yet to commit to eliminate hazardous materials from their products.
Are consumers really willing to pay more for greener PCs? According to the study, UK buyers are willing to spend £75 more. But when it comes to purchasing greener power, such as electricity from providers that source renewable energy, it’s been demonstrated time and time again that the public will only sign up if it’s the same price as ‘brown’ energy, or cheaper.
In the consumer electronics market, where prices are constantly being squeezed and expectation always rising, are consumers really likely to pay almost another £100 to ensure they get a green one? I doubt it. People are likely to say they’ll pay more – but when it comes down to it, they mean well but won't follow through.
Call me cynical, but this story appears to be another classic piece of solar-powered spin. If I was Mr Dell, I’d look at making my green PCs cheaper AND better than my normal ones, and doing something really responsible. That might even make Apple sit up and take notice.
Originally posted at LEWIS 360.
Tagged: Greenpeace Dell environment
posted by JON @ 8:47 pm
3 Comments:
Good point Jon although whilst price will not matter for all it seems to matter for many as the organic and fairtrade grocery revolution seems to indicate.
Not everyone will buy a more expensive greener option...but some or many will. Which will make it a competitive issue and drive green PC development further and faster.
Namaste
Al
See your point City Hippy, but the organic revolution is (for most) about what we put into our bodies rather than an appreciation of the wider environmental issues at stake.
Fairtrade is great too, it makes us feel a bit better about our bananas, but is still a tiny proportion of the goods bought in supermarkets today.
So while we'll happily pay a bit more to ward off future health issues, it isn't a logical step that we'll pay more for a greener PC. In consumer electronics, price and/or brand are still king. The rest is a nice byproduct.
Have to say I agree with the monkey (which comes as a surprise to me). Most of us like to think we believe in ethical practices, but only if payment comes from somebody else's wallet...
Two words - Jamie's School Dinners.
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