Hewlett Packard's Sustainable Brand Journey

Hewlett-Packard’s Sustainable Brand Journey

Michelle PriceHewlett-Packard

© 2008 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

HP Environmental Leadership – Imaging and Printing Group

Michelle PriceGlobal Environmental MarketingImaging and Printing Group

Hewlett Packard CompanySustainable Brands Conference 2008 | June 5

3 05 June 2008 Sustainable Brands Conference 2008 | Michelle Price

“The deepening concern for preservation of the environment involves the whole basic question of man on this earth: How may the earth’s resources be preserved?” Bill Hewlett, Co-founder of Hewlett-Packard, 1971


HP’s Social and Environmental LegacyStart 1930’s 1980’s–1990’s 2000’s - Today

Incorporated environmental sustainability to drive change,

action, leadership1987 First IT company HW recycling.1987 Computer product recycling1988 Hazardous Waste Minimization

Council1989 PVC removed from DeskJet pkg 1991 Planet Partners Program 1992 Design For Environment Program;

EPA Energy Star Partner1993 Instant-On Technology

HP’s deep-rooted legacy focused on corporate and

social responsibility1930’s Commitment to the community1950’s Global Citizenship objective1970 First environment control

coordinator at HP 1971 Recycling computer print-outs and

punch cards.1973 Environmental policy to reduce

pollution1975 Energy Conservation Guidelines 1976 Van pools in Bay Area.

Advancements to expand environmental responsibility in a rapidly changing digital world

2001 Bio plastics corn printer shell. 2002 Supply Chain code of conduct.2006 Dynamic Smart Cooling.2006 International climate change

initiative World Wildlife Fund. 2007 Recycled 1 billions pounds -

Planet Partners2008 RPET from PP used in HP

cartridges


Environmental Brand Communications •Customer interest

•What changed?


Internal HP environmental research•Top environmental brand reputation drivers−Environmentally responsible supply chain and take-back programs

•Top environmental brand choice drivers−Energy efficient products and environmental brand reputation

•Top environmental purchase decision drivers −Brand reputation, energy, materials, and climate issues


“The environment is important but commercial pressures make it difficult to be green”

“We’re slowly adopting sustainable print practices because customers are asking for it”

“We’re not experts at this! Tell us how to assess the impact of printing; reduce overall CO2emissions & report improvements”

What our customers saying?

“We’re open to ‘green’ ideas and products but it needs to be easy!”

Gen-Y: “We want ‘green’ and we’re willing to make some sacrifices”

Enterprise Consumer

Small & Medium Business Graphic Arts


Our Approach•Figure it out

•Considerations

•Vision

•Executive support

•Evangelize

•Collaborate


IPG Environmental Leadership Framework

Together, we can reduce the environmental impactof printing for a better tomorrow.

HP is committed to being themost environmentally responsible IT company in terms of:

• Energy efficiency

• Resource conservation

• End of Life programs

HP helps customers radically reduce the environmental impact of printing through:

• Energy and resources savings

• “Digitally green” alternatives

• Reuse & Recycling


Marketing Approach•Incorporate

•Fundamentals

•Bold announcement



HP Imaging & Printing “Green Launch”

Enabling Smart Choices•Eco Highlights Label

(IPG first to implement)

•Eco Solutions program

Conserving Energy and resources

Providing “Digitally green” alternatives

Offering Product Recycling Programs, Reuse


A Few Examples

http://sustainablelifemedia.com/�