Hewlett-Packard recently announced two new laser printers for the office — something the company does every few months. But the marketing hook on the new models: 

They’re super eco-friendly, a good indication that the company’s research reports that green printing is a compelling selling advantage.

That’s the conclusion of an article in PC Magazine, which states:

“HP seems to be going to extra lengths to try to shore up its green reputation with consumers. Although the company was the target of a Greenpeace protest in July over delays in its commitment to remove hazardous materials from its laptops, it was actually recently ranked the ‘greenest’ Fortune 500 company.”

In spite of the hoopla, the new black-and-white printers (the 35ppm LaserJet P2055d and dn) have paper-and energy-saving features that are pretty typical of the industry now. Double-sided printing (saves paper), recyclable cartridges and an instant-on fuser (saves electricity) are nothing new.

Perhaps more innovative is the HP Eco Solutions Print Console, a free software program that allows companies to track and administer a program fro energy savings in the printer fleet.  This product is not due out until later this winter.  HP is also pushing its Carbon Footprint Calculator, which helps companies determine ecological and impact of their printing and the impact of various changes.

The company also this year released a Green IT for Dummies Guide and has managed to push increasingly ambitious recycling goals.

It’s great that HP is cleaning up its act and helping its customers to do the same.  But beware: We’re starting to be flooded with claims of eco-friendliness from all companies. While most of these improvements are real, they are part of a big marketing game, where small differences are puffed up. In the end, the biggest green advantage is in an aware and careful staff that doesn’t fill up the trash with unread printouts.

Tags: environment, green, HP