gpi ces power point

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 3382casey.harrell@greenpeace.org

Daniel KesslerMob + 1 510 501 1779daniel.kessler@greenpeace.org

www.greenpeace.org/ces www.greenpeace.org/rankingguidewww.greenpeace.org/coolit