Greenpeace pranks HP for breaking e-waste reduction promise

HP was one of several computer manufacturers who promised to remove vinyl plastic (PVC) and brominated flame retardants (BFRs) from their devices before the end of 2009. Now the company has changed its commitment to removing BFR/PVCs by the end of 2011.

Greenpeace wasn’t happy to hear that and decided to respond in a big way, by traveling to HP’s headquarters in Palo Alto, CA, climbing to the top of the building and painting “Hazardous Products” with environmentally safe children’s finger paint. The graffiti spanned over 11,500 feet and was adorned at the bottom by a signature Greenpeace logo. It didn’t stop there though.

HP employees also received automated phone calls narrated by William Shatner asking the company to phase out toxic chemicals. Overall it was a publicity stunt by Greenpeace to bring attention to the broken promise and build enough conflict to attract attention from the media. Did the stunt bring attention to the matter? Yes. But HP has yet to make any behavior changes and has reiterated its already existing commitment to sustainability.

In a reply letter sent to CNET, HP says:

The unconstructive antics at HP's headquarters today did nothing to advance the goals that all who care about the environment share. HP will continue its efforts to develop new products and programs around the globe that help the company, its business partners, and customers conserve energy, reduce materials use, and reduce waste through responsible reuse and recycling.

This was the second attempt by Greenpeace to convince HP to change more quickly, at first it tried to embarrass the company by penalizing a point on its Green Electronics Meter. When that failed the organization decided to take more drastic steps.

The problem with this sort of reaction is a perception of immaturity. It certainly puts the problem in the public eye but also puts a black mark against the green movement by making businesses suspicious of what its advocates are willing to do to get what they want.