So many people believe what we do consists solely of creating stunning visual and graphic solutions for our clients, but what we do goes so much further than just that. We consider ourselves problem solvers, looking to find a solution that has aesthetic appeal but is also functional for the client, the client’s client and the Earth.
I was just reading a story that I thought was a great example of this. Hewlett Packard (HP) recently launched the HP Pavilion dv6929 notebook and has scrapped traditional electronics packaging in favor of a padded messenger bag. This solution not only reduces packaging waste by 97%, but also provides the end user with a stylish case they can use to carry their laptop, eliminating the need for the user to make that purchase independently.
This solution has far-reaching benefits. In addition to saving all parties money and reducing waste, the notebooks are also easier (and smaller) to ship which conserves fuel and reduces CO2 emissions by removing the equivalent of one out of every four trucks previously needed to deliver the notebooks to stores according to Sustainablebusiness.com.
Garret Ohm
http://www.orange-element.com
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Brilliant.
Nice post, Garret : )
This is indeed a brilliant idea by HP… most people would rather the bag than the packaging anyway (although I do always like seeing what new way Mac packages all of their stuff). What is not surprising here is that it came from HP, probably one of the companies that has done the most to ride the green wave (http://adage.com/greenmarketing08/article?article_id=127561).
The question remains is whether or not the pubic is aware of all that they have done. Those in the industry are paying close attention, while the public may just be giving a passing glance to green efforts. Are they really going to go buy an HP now because they are reducing their CO2 emissions? A perfect society, maybe, an American society, probably not. How do you best leverage your green efforts against your consumers?
It would be nice if HP was going green just to do their part to save the planet, etc., but when you are placing print ads about your green ways, their is clearly a marketing/business motive behind it. Which then leads to the question, with so much national attention on energy issues, is going green a transparent attempt to gain customers? Just going green is not enough to boost sales.
I guess what I am saying is that HP’s latest problem solving may not be attracting consumers because it is green, but because consumerism reigns supreme. People think they are getting a cool bag, added value, and HP is following a trend of neat packaging set by Apple, which has appealed to many in the college-aged generation. Going green is just a bonus, at least from the consumer’s point of view. What is brilliant here is not just going green, but they combined going green with traditional marketing strategy- a win/win for everyone.