“Green” Has Arrived As a Business Issue
HANSA|GCR Releases Results of Green Business Technology Study
Businesses Realizing Green is Good for Bottom Line but No Clear Tech Leader in Space
Portland, Ore., August 7, 2008 — HANSA|GCR, a leader in customer experience research and analysis, today
announced results of their first annual Green TECHpulse study. The study investigated and analyzed the impact of Green
in the business technology landscape, identifying trends in Green business technology purchasing and how expectations for Green will influence IT purchasing this year and next.
“Through this research, we see evidence that business technology decision-makers are motivated by the cost
savings associated with Greener technology purchases and that the demand for Greener products and services is present,” said Dr. Paul Schwarz, HANSA|GCR. “However, decision makers are unable to identify a clear industry leader in
Green technology, and they are asking for better and clearer market information to aid their decision making. There is also an overall lack of familiarity with business-oriented Green organizations such as The Green Grid or the Carbon Disclosure Project.”
Decision-makers from enterprise-sized and mid-sized businesses were surveyed. According to the results, businesses are either going Green or are on their way. Slightly over half of the companies (54%) surveyed are already buying Greener IT products or services. Most companies (88%) that have purchased Green in the past 18 months say they have experienced cost saving benefits in terms of reduced energy usage.
Additionally, decision-making is driven by the desire to reduce costs, but influenced by strong beliefs in social and environmental responsibility. Sixty-four percent of decision-makers agree that being perceived as Green helps their brand. Fifty eight percent of companies have a plan in place to reduce paper waste and one in seven companies (14%) have taken the next step and initiated a formal sustainability plan.
Enterprise-sized companies do not differ greatly from their mid-sized counterparts, aside from factors related to company size. More enterprise-sized companies have formal plans in place to reduce environmental impacts and are more likely to factor in the impacts of their supply chains. Data centers along with printers and other office equipment
lead Green investment priorities for 2008 and 2009. Data center efficiency is more important to enterprises, whereas, printers and office equipment are prioritized higher by mid-sized companies.
About the Methodology
Green TECHpulse ’08 was a Web survey conducted in the first quarter of 2008 among business decision makers of technology products. A sample of 600 was evenly split between enterprise-sized (1000+ employees) and mid-sized companies (100-999 employees) across the US. In addition to answering questions related to attitudes and priorities, respondents rated corporate brands in five major technology categories – Computing and Server Technology, Processors,
Printers and Multifunction Devices, Infrastructure Hardware and Mobile Devices. Companies surveyed represent a widely distributed range of industries, with no core representation of any one industry. The top three industries surveyed included services, finance and government.
HANSA|GCR is a full service market research agency delivering insight into the customer experience worldwide over the last three decades. Our expertise spans multiple industry sectors with deep roots in Technology, BFSI, Media, Telecom, Consumer Products and Health sectors. Among our distinctive capabilities are:
; Ability to address critical business imperatives such as customer advocacy, brand strategy, and product and
; Research on the intersection of business with Green and sustainability issues.
; Thought leadership for both emerging markets and established economies.