Feb 19 2008
Over 5000 technology influencers - CEOs, business leaders and managers – will be polled this week to determine how green affects their technology buy/sell decisions. Conducted by marketing intelligence firm, Strategic Oxygen, a member of Monitor Group, the study will analyze which technology brands are seen or should be seen as delivering green and what premiums, if any, companies will pay for green. It will also identify what barriers prevent a company from adopting eco-friendly brands and policies, and most importantly, how views on green differ - especially those from emerging markets vs. those from industrialized countries.
The survey crosses 10 + economies and evaluates 25 technology brands. Results will be announced in March, 2008.
Strategic Oxygen is carrying out this large-scale industry analysis philanthropically. “Brands often think they can make money off green. My best friend reminded me that this is fine if they can also do it for the right reasons,” stated Michael Gale, founder and principal of Strategic Oxygen, and advocate of green computing and green technology. “That was my Eureka moment – a way to help technology companies understand the upside of green and that once implemented, to show how it is possible to get there through marketing.”
“We want to show companies that green is for profit,” added Mr. Gale. “If green is of value, its incorporation will bring profitability.”
Current market research shows a shift toward messages that convey green. In a recent Strategic Oxygen study of servers and power, buyers preferred messages about servers that consume significantly less energy than older versions’ over 4-5 other possible attributes. In Germany, 53% preferred messages about energy efficient servers. Surprisingly, these green attributes were also important to buyers located in emerging market countries India (51%) and China (61%). US buyers (48%) slightly lagged behind these countries.
Mr. Gale remarked, “Green is really starting to matter around the world. We are on the edge of it being a critical message to technology buyers. It is now one of the top 4th or 5th of 9 possible message choices.”
The production and proliferation of consumer electronics is increasingly impacting the environment. The U.S. Environmental Protection Agency estimates that 98 million U.S. cell phones were discarded in 2005, along with hundreds of millions of other electronic products such as computers, TVs and VCRs. It is estimated that over 2 million tons of e-waste is thrown away each year and only 12.5 percent is recovered for recycling.
This effort supports Monitor Group’s dedication to solving complex social issues. The Monitor Group, a global strategy firm, generously provides millions in pro bono consulting to non-profit groups supported by the New Profit Fund. Since 1998, more than 230 Monitor consultants have worked closely with both New Profit and its portfolio organizations to address many of the key strategic issues facing nonprofits today. Monitor also co-sponsors the Fast Company/Monitor Social Capitalist Awards which recognizes each year the top 45 social entrepreneurs.