In its recent  report (Friday August 25, 2006) with a ranking of computer and mobile phone vendors along the line of environmental friendly policies and recycling practices, Greenpeace criticises the practice in the industry. The top two (Dell and Nokia) are praised for their policy and practices. Others on the bottom of the list are criticised.

Greenpeace has checked two things with a questionnaire for each ICT vendor: policy and application of chemicals in equipment and policy and application of recycling of products.

The ranking was constituted after comparison of the questionnaire and statements on the website of the company. This way of compiling the ranking is questionable. I am sure all big international brands have environmental policies in place and staff working on the implementation of it. It could be that the policy of specific companies is underway. But drawing conclusions and distribute press releases based on some quick web search is not acceptable looking at the interests en investments within the companies involved.

However, generally speaking Greenpeace has a role in addressing environmental behaviour.

It underscores the added value of this organisation, which we need to keep everyone awake. Communications in the ICT (technology) industry is still mainly focussed on product selling and less on product context.

Lack of presence

This report also underscores the lack of corporate presence of many ICT brands. Corporate presence is about issues that affect the industry and/or the brand. That is ‘product context'. Companies should deal with these issues and communicate about them, both on an international level as well as on a local level. At this stage companies hardly pro-actively communicate on these issues.

A company delivering products in the field of customer relationship should deal with privacy issues. A company delivering masses of consumer electronics products should take care of waste and recycling of these products. This should be communicated clearly, not only to the public and the business community but also to organisations like Greenpeace. These audiences should know about the specific practice in large international corporations.

As long as corporate presence is not taken care of properly, the ICT industry will remain vulnerable and will suffer damage in the overall industry image.