WASHINGTON, DC: Dell Inc. has added going carbon neutral by late 2008 to its ongoing environmental initiatives, and is urging others in the tech industry to follow its lead.The initiative was launched Sept. 26 with a public announcement from founder and CEO Michael Dell at a policy forum, and was followed by media briefings, said David Frink, external communications senior manager at Dell. The company worked with GCI Group, its commercial AOR, on the effort.
"We are obviously listening to customers," said Frink. "Customers are interested in energy efficiency, they are interested in IT simplification, they're interested in being stewards of the environment and we want to partner with them in that effort."
The effort would make the Austin-based PC-maker the first major computer company to go carbon neutral, and is a part of a broader green strategy that the company has taken on. Dell plans to go carbon neutral by reducing its energy consumption, and participating in programs that help reduce carbon emissions.
"It says Dell is taking a leadership position in trying to make a meaningful impact against what [Michael Dell] has called one the most challenging issues of our time – that's climate change," Frink said.
Media outreach includes business press, environmental publications, bloggers, regional media, and industry trade press. Dell is also garnering public feedback through online community forums, social networking, and marketing communications efforts, and its environmental-focused Web site www.dell.com/earth, Frink noted.
"We're going to continue talking to customers about our initiatives in this area and find ways for them to join us," he said.
This week, Dell also expanded its "Plant a Forest for Me" initiative from a consumer-focused effort to letting global organizations participate in the program and broaden its scope beyond planting trees. The company announced plans to be the "greenest technology company on the planet" earlier this year, and has implemented recycling and renewable energy initiatives.