Alison Graves
Worldwide PR Manager for HP’s Enterprise Imaging and Printing Business

As a consumer, I’d like to see every business do what they can to be better stewards of the environment. But what about “greenwashing,” a term used to denote when an advertiser makes over-blown claims about their commitment to the environment? With so many marketers jumping on the green bandwagon, we’re now having what Brandweek (March 3, 2008) calls, “a green backlash.” As a result, the Federal Trade Commission recently decided to review its green guidelines a year earlier than originally planned, after noticing a “proliferation of green claims in the marketplace.” 

You might think with the recent onslaught of green marketing, that the concept of greenwashing is a recent phenomenon. A quick look at Wikipedia suggests otherwise. Apparently, the term came into use around 1990 and was generally used to describe a company spending significantly more money or time advertising being green, rather than spending resources on environmentally sound practices. An example of greenwashing cited is the George W. Bush Clear Skies Initiative, which environmentalists have argued actually weakens air pollution laws.

I work with people and organizations throughout HP who are leading amazing environmental initiatives. Their efforts will have far-reaching benefits for HP and for our customers. I hope HP will start talking more about our legacy of environmental stewardship, starting from the days of Bill and Dave to what we’re doing now and into the future. In the meantime, turn off equipment when it’s not being used and make double-sided printing your standard. What do you have to say?

Technorati tags: enterprise printing, hp, Hewlett Packard, environmental issues, green business