According to a new study called Green Factor (a joint program from Strategic Oxygen and Cohn & Wolfe), IT managers and executives believe that Dell is the greenest brand. 3,500 CIOs, and senior IT managers in 11 countries were given 26 enterprise IT brands to choose from and asked to select the greenest. Dell captured 30% of the votes. Hewlett Packard came in second place with 26% of the votes.
The more interesting part of the survey is the criteria that IT professionals used to evaluate companies in terms of their “green-ness.” According to the survey, IT professionals look for companies that have:
- Products that are manufactured using recyclable or biodegradable materials
- Packaging that looks “clean” and green
- Energy-efficient products
- Recycling programs for old products
- Green shipping facilities
- Green manufacturing centers
- Develop new green technologies
- Green promotional efforts
The last factor listed above is the one that really caught my attention. If you’re not promoting your company and brand’s efforts to be green, you might want to start doing so. While many consumers are jaded by the prevalence of green-washing, it appears that BtoB decision makers (at least within the technology field), want to hear those messages. It makes sense, bringing green companies and equipment into a company is great PR. Of course, it’s also the right thing to do.
And here is another really interesting tidbit from the study — IT managers seek out information about the green-ness of companies and brands online through blogs and forums. If your brand isn’t part of the social web, you really need to get involved. IT managers, the BtoB world, and consumers are actually watching.
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