This year’s CES could mark the turning point where green goes from buzzword to business-as-usual for electronics makers.“We think ‘greenwashing’ is going to still be an issue, but underneath that, there is a trend that will be positive," says Greenpeace's Daniel Kessler.
That's because this year's biggest green improvements are more likely to reflect incremental efforts in corporate design and policy that get built into all electronics—rather than marketing-driven, green-themed products or brands for people with fat wallets—spurred by a convergence of economic and regulatory pressures.
“There is the notion that green costs money,” says Parker Brugge, VP of environmental affairs for Consumer Electronics Association, CEA,, the trade group that organizes CES, alluding to past trends of premium prices on green products. “We’re able to document where they save money.”
That may not have been the case at last year's show, where Samsung rolled out the Reclaim cell phone, with a recycled plastic case derived from old soda bottles, not old cell phones, and Fuji promoted the EnviroMAX battery, which the firm called “landfill friendly.”Energy Efficiency
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