Hewlett-Packard's commitment to corporate social responsibility dates back to the 1930s, but until just a few years ago, customers didn't seem much interested, according to Michelle Price of HP's Imaging and Printing Division. On the final day of Sustainable Brands '08, Price told attendees that the computer giant is ready for its sustainability close-up.
"Until recently, our customers were not very receptive to hearing about what HP is doing in terms of eco- responsibility at the product level. This has changed significantly in just the past few years. Customers now want to know how to reduce their environmental impact."
HP's sustainable-brand story begins, as most campaigns do, with a hefty dose of market research. The results?
- Top environmental brand reputation drivers – responsible supply chains and product takeback programs
- Top environmental brand choice drivers – energy efficient products and brand reputation
- Top environmental purchase decisions drivers – energy efficiency, materials use, climate issues, and corporate reputation
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