Dell has recently earned high marks from environmental watchers such as Greenpeace but the firm concedes it is struggling on one front: persuading consumers to return equipment for reuse or recycling once items have reached the end of their lifecycles.
The company prides itself on the efficiency of its recovery, or “take-back”, process by which it undertakes to collect and responsibly dispose of hardware once items are no longer required. Overall, Dell recovered about 72 percent more product in 2006 than 2005 but the reluctance of consumers to return kit has left Dell puzzled.
“Business is easier as they’re on the [environmentally responsible] block too but the take-back on consumer has been woeful,” said Dell UK general manager Josh Claman in a recent meeting with UK press. “We have teams measured on these metrics and they’re nervous.”
Got any ideas on how Dell can persuade more consumers to give up their unwanted hardware? Send them here.
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