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TRANSCRIPT
Guide to Greener Electronics v.14
Quarterly assessment of environmental performance of market leaders in the
electronics sector
Casey Harrell
Who is Greenpeace?
Who is Greenpeace?
Why target electronics?
Version 14: December 2009
Guide to Greener Electronics
Campaign tool to create demand for greener electronics by:
– quarterly ranking major brands on toxic chemicals, e-waste and climate/energy policies and practices - a race to go green!
– publicly communicating both positive and regressive individual company performance
– providing consumer information to allow public to show their preference for truly green products
Guide to Greener Electronics• The 18 companies in ranking are market leaders of
mobile phones, PCs, TVs and game consoles• v.1 of the Guide was launched August 2006• In June 08 (v.8) toxic chemicals and e-waste criteria
were tightened and climate/energy criteria added• In December 09 (v.14) toxic chemicals criterion
tightened
Key demands to brands1. Phase out all hazardous chemicals based on the precautionary principle (Toxic chemicals)
As 1st step: substitute vinyl plastic (PVC) and all Brominated Flame Retardants (BFRs) with a clear and reasonable time line 2. Take Back or Extended Producer Responsibility (EPR): Take responsibility for the full life cycle of your products; Take back end-of-life products and re-use/recycle responsibly (Waste) 3. Protect the climate: Limit your carbon footprint via absolute greenhouse gas cuts in operations, increased renewable energy use, strong climate advocacy & highly energy-efficient products (Energy)
Key demands to brands• 5 criteria on toxic
chemicals; double points for products on the market free of PVC and BFRs
• 5 criteria on e-waste and recycling
• 5 criteria on climate and energy; double points for energy efficient products
Overarching criteria• Companies are scored on information that
is publicly available and one-to-one dialogue/ communications with companies where clarification needed
• Penalty Points for:– Breaking promises e.g.
backtracking on commitments– Situation on the ground (scandals)– Double standards– Any other corporate misbehaviour
e.g. lying
Example of how it works
Links to Corporate Website
Guide to Greener Electronics - Progress
• Created a race to the top – brands are highly competitive e.g. Dell was first PC brand to set timeline of end of 2009 for toxics elimination; this moved the PC sector
• Improved transparency of corporate communications on environmental policies – still to improve on marketing of green attributes
Guide to Greener Electronics - Progress
• Dissolved the US-based lobby (ARF Coalition) against producer responsibility for e-waste and advocating for consumers to pay for recycling e-waste – in which Philips and Panasonic were key players
Philips: place 17 -------> 15 -------------------------------> 4
Green My Apple• Sept 06: launch of Apple campaign with demand to
eliminate the most toxic substances and offer takeback/recycling globally
• Over the next 7 months, cyberactions via greenmyapple.org, activities in London, Rome, New York…..
• In May 2007 Jobs announces Apple will eliminate PVC and BFRs by end of 2008
• All products are now free of PVC and BFRs (except power cords in some regions/PCs); takeback & recycling offered in countries where more than 95% of sales, incl. India and China
Philips – simply take-back and recycle
• Demands to Philips June 2008:– publicly commit to setting up a take-back system for its
end-of-life electronic products globally – re-evaluate bad position on individual producer
responsibility (IPR = financing real costs of recycling/treating its e-scrap from its own products)
• Activities at AGM in Amsterdam, HQ, Moscow…..• Feb 2009: after other companies implement
progressive take-back policies, Philips changes position too
• Sept 2009: neutralized negative EU lobbying
Version 14: December 2009Position(x) v.13 ranking
Company Score
1 (1) Nokia 7.3
2 (3) Sony Ericsson 6.9
3 (5) Toshiba 5.3
4 (4) Philips 5.3
5 (9) Apple 5.1
6 (11) LGE 6.1 – penalty = 5.1
7 (8) Sony 5.1
7 (6) Motorola 5.1
7 (2) Samsung 6.1 – penalty = 5.1
Version 14: December 2009
Position Company Score
10 (10) Panasonic 4.9
11 (14) HP 4.7
12 (13) Acer 4.5
13 (7) Sharp 4.5
14 (12) Dell 4.9 – penalty = 3.9
15 (16) Fujitsu 3.5
16 (17) Lenovo 3.5 – penalty = 2.5
17 (15) Microsoft 2.4
18 (18) Nintendo 1.4
v.14 ranking highlights• Apple, Sony Ericsson, Nokia now have all products on the
market free of PVC and BFRs• In PC sector, besides Apple, HP has notebooks free of PVC
and BFRs; Acer due to launch 2 models of PVC- and BFR-free notebooks by mid-January
• Toshiba up from 5th to 3rd place: promises to deliver all consumer electronics free of PVC and BFRs by 1 April 2010
BUT • Backtracking on commitments to eliminate PVC and BFRs in
all products: Samsung, Dell, Lenovo and LGE penalized– Samsung drops from 2nd to tied 7th place (BFRs by 2010)
v.14 ranking highlights
CEMENTING THE CHANGE• Stricter criterion on chemicals requires
companies to actively lobby for bans on PVC, BFRs and CFRs during EU RoHS law revision.
• Sony Ericsson and Apple doing active lobby. Nokia and Acer half-way there. Big players - HP, Dell and Acer - need to do more
The Future – Cool IT Challenge– IT Climate Solutions can
provide 15% of more of needed GHG reductions (Smart 2020)
– Corporate lobby for strong international agreements on climate reduction is needed
– Link environmental performance with profit
07/09/2004
ICT Solution OpportunitiesTransportation Dematerialization Buildings
Information Mgmt
Smartgrid
Sub Sectors
Integration/mgmt of Distrib Power Gen Facility Level GHG
Mgmt
Congestion Pricing/Mgmt
Software for Demand Response
Vehicle to Grid Charging/Storage
Meeting Facilitation Software
Vehicle to Grid Charging/StorageSoftware
Social Networking for Ride/Car Sharing
Remote Demand Mgmt
PC Mfg
Smart Meter Connectivity
Telecom
Distributed Storage Systems
Real Time Trans Info
Access to Low(er) Carbon Trans Alternatives
Demand Response Integration w/IT Equip
3D Video Conf (HP)
Cloud/Virtualization of Servers
Wireless Grid Mgmt
Building Energy Management
High Efficient PCs
Network
Smart Appliances
Route Planning /Goods Mgmt
Desktop Virtualization
Supply Chain Mgmt/ GHG Reporting
GHG Mgmt Dashboards
Cloud Server/Virtualization Software
Route Planning /Goods Mgmt
Tele- Conf
Smart Parking Systems
E-books, e-Music, Digital Photos, Paperless Workspace
More information
Casey HarrellMob + 1 415 307 [email protected]
Daniel KesslerMob + 1 510 501 [email protected]
www.greenpeace.org/ces www.greenpeace.org/rankingguidewww.greenpeace.org/coolit