Can Green and High Performance Co-Exist ?

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In the world of environmental labeling of products , we are often faced with the dilemma of environmental features vs high performance. This is true in the case of any product which is marketed as environmentally superior – the consumer wants the product to be green yet at the same time asking the question “Yes, but does it work “?
 This is certainly true when it comes to consumer products -  dishwashing detergents, household appliances etc . So what about electronics? Here is a category that has always been about performance – what the product does.  More speed, more power and memory, larger size ,sharper images. Flatter, thinner and hi-def.  We are always on the lookout for the next big thing  – and are prepared to pay for it.
So where does this leave  environmental factors? Consumers are increasingly saying that green  is higher on their priority list when choosing product, and expect their products and brands to fulfill some kind of environmental criteria.  But are consumers prepared to choose environmental features at the expense of performance ? In most cases I don’t’ believe so. Performance usually wins out. This is one key reason for combining high performance and green principles in design and product selection. We need to make sure that products are designed with both principles working in parallel. This is where the TCO Certified program comes in.
I’ll be posting more on this topic in the coming weeks, but in the meantime, invite comments on your buying preferences when choosing electronics.  Think of your last purchase – how high up your priority list did environmental factors land ? Did that influence your purchasing decision or was performance top of mind ?
Tell us your story…