From: Leon Kaye, Triple Pundit, More from this Affiliate
Published July 15, 2010 02:08 PM

Canon Stumbles in Green Product Campaign in Asia

Greenwashing apparently knows no boundaries, either geographically or by industry. For example, Korean supermarket aisles boast products touting their "well-being" attributes, without explaining how they could possibly make anyone well. The Shanghai Expo touts its green activities, as if all that frenzied construction could somehow be offset or mitigated.

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The electronics manufacturer Canon has launched an ambitious green marketing program in Asia, which is smart marketing because consumers in the Pacific Rim region are becoming more aware of environmental, social, and governance (ESG) issues. Or perhaps Canon's marketing department realizes that such a program would receive a heavy dose of scrutiny in the Euro Zone or North America.

Canon's GreenNation program touts the eco-friendliness and the energy efficiency of its products. Starting in Japan, and spreading to the Philippines, the campaign aims to give Canon an advantage in the sustainably-manufactured electronics sweepstakes. Other countries in the region will soon see Canon's eco-friendly products at stores; others have already served as Canon's test markets. The company has already received kudos from what it claims is Malaysia's first "green" scientific calculator. Advocates who are pushing for more socially and environmentally responsible electronic goods, however, may raise their eyebrows at some of this message's features.

First, Canon claims that a new line of printers has components made with recycled materials—a positive development, of course. But then its company's literature turns around and states that the exterior is actually made from biomass plastic—perhaps we are getting buried into semantics here, but at any rate, some may see Canon's green manufacturing claims as dubious due to their inability to get their materials usage straight.

These same printers, according to Canon, also use electricity more efficiently. Canon states that the devices use only 1 watt of power when at rest, or a 90% reduction—which addresses the dreaded "vampire effect," in which electronic devices waste energy even when they are shut off or in hibernate mode. But unless I am missing something (full disclosure, I am not an "early adopter"), this is supposedly true of most new electronic devices that companies release. It sounds like Canon is boasting about a great feat that in reality is par for the course.

Article continues at Triple Pundit

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