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I'm at IFA as I write this, and in Europe, green clearly does matter. Here, they even have a viable Green Party, but in the U.S., I sometimes wonder whether we care. This was showcased in a presentation in which Sony ranked geographical areas in terms of the importance of green, and the U.S. came in last. This week I thought I'd list the green efforts of four vendors, each of which has green initiatives, and ask you the question: Which approach matters to you?
If you had asked me which company was making a bigger effort to be green, I would have definitely answered HP. They were focused on being green before it was trendy to do so.
That said, I suspect most people appreciate green more when it saves them money than when you are talking about things like recycling and eliminating hazardous materials from products. That, along with the fact that companies like Apple went from non green to green(?) after it became trendy, may well explain people's perceptions.
I think that is true for most, thanks for the comment!