TechnoBrands

I searched around on the web today to see if I could find evidence that “green” isn’t just a passing fad and that there were signs of environmentally responsible product management programs being institutionalized at the equipment manufacture stage. I am happy to report that I did find some evidence – enough to give me hope that this is a serious direction change for manufacturing. Not long ago, it was only the looming threat of government regulatory changes that offered any hope of industry and enterprise re-directing their product development and product management practices in a sustainable and environmentally responsible direction. Now, many Asian computer and communication equipment manufacturers are adopting “green” product management processes as an extension of their RoHS and WEEE programs. These programs are more than just a ploy to get the regulators off their backs or “green wash” their marketing programs – ever since the initiation of the Al Gore program “An Inconvenient Truth” it seems that there has been an expectation building with consumers and B2B customers around the promise of sustainability and environmental responsibility in the development of new products. As with any other elements of a companies brand, integrity between promise and action and living up to the promise of “green” in tangible, measurable ways is becoming an important part of brand value for technology vendors. It is heartening to see that green is “in” to stay, and that there are more and more product developers, marketers and managers including sustainability and environmental responsibility as key ingredients in the measures of success for their product lines.