Presentation on Hewlett Packard's story of applying sustainability and environmental stewardship into its operations, brand communications, and internal research. Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com

1. Hewlett-Packard’s
Sustainable Brand
Journey
Michelle Price
Hewlett-Packard

2. HP Environmental Leadership
– Imaging and Printing Group
Michelle Price
Global Environmental Marketing
Imaging and Printing Group
Hewlett Packard Company
Sustainable Brands Conference 2008 | June 5
© 2008 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

3. “The deepening concern for
preservation of the environment
involves the whole basic question of
man on this earth: How may the
earth’s resources be preserved?”
Bill Hewlett, Co-founder of Hewlett-Packard, 1971
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4. HP’s Social and Environmental Legacy
Start 1930’s 1980’s–1990’s 2000’s - Today
HP’s deep-rooted legacy Incorporated environmental Advancements to expand
focused on corporate and sustainability to drive change, environmental responsibility in a
social responsibility action, leadership rapidly changing digital world
1930’s Commitment to the community 1987 First IT company HW recycling. 2001 Bio plastics corn printer shell.
1950’s Global Citizenship objective 1987 Computer product recycling 2002 Supply Chain code of conduct.
1970 First environment control 1988 Hazardous Waste Minimization 2006 Dynamic Smart Cooling.
coordinator at HP Council 2006 International climate change
1971 Recycling computer print-outs and 1989 PVC removed from DeskJet pkg initiative World Wildlife Fund.
punch cards. 1991 Planet Partners Program 2007 Recycled 1 billions pounds -
1973 Environmental policy to reduce 1992 Design For Environment Program; Planet Partners
2008 RPET from PP used in HP
pollution EPA Energy Star Partner cartridges
1975 Energy Conservation Guidelines 1993 Instant-On Technology
1976 Van pools in Bay Area.
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5. Environmental Brand Communications
•Customer interest
•What changed?
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6. Internal HP environmental research
•Top environmental brand reputation drivers
−Environmentally responsible supply chain and take-back
programs
•Top environmental brand choice drivers
−Energy efficient products and environmental brand
reputation
•Top environmental purchase decision drivers
−Brand reputation, energy, materials, and climate issues
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7. What our customers saying?
Enterprise Consumer
“We’re not experts at this! “We’re open to ‘green’ ideas and
Tell us how to assess the impact of products but it needs to be easy!”
printing; reduce overall CO2
emissions & report improvements” Gen-Y: “We want ‘green’ and we’re
willing to make some sacrifices”
“The environment is important but “We’re slowly adopting
commercial pressures make it sustainable print practices
difficult to be green” because customers are asking
for it”
Small & Medium Business Graphic Arts
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8. Our Approach
•Figure it out
•Considerations
•Vision
•Executive support
•Evangelize
•Collaborate
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9. IPG Environmental Leadership Framework
HP is committed to being the HP helps customers radically
most environmentally reduce the environmental
responsible IT company in impact of printing through:
terms of:
• Energy and resources
• Energy efficiency savings
• Resource conservation • “Digitally green”
• End of Life programs alternatives
• Reuse & Recycling
Together, we can reduce the environmental impact
of printing for a better tomorrow.
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10. Marketing Approach
•Incorporate
•Fundamentals
•Bold announcement
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12. HP Imaging & Printing “Green Launch”
Conserving Energy Providing “Digitally
and resources green” alternatives
Enabling
Smart Choices
•Eco Highlights Label
(IPG first to implement)
•Eco Solutions
program
Offering Product Recycling Programs, Reuse
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13. A Few Examples
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