Wireless Shoppers Soon to Have Information on Device Materials, Energy Efficiency and Other Sustainability Attributes
People eager to check out the newest, fastest and coolest mobile handset devices will soon be able to learn about its environmental features too.
That’s because a new eco-rating system is planned for launch later this year by AT&T-, which developed the system in collaboration with BSR, a global business network and consultancy focused on sustainability. Consumers will find AT&T eco-ratings on simple, easy-to-read-and-understand labels appearing on AT&T-branded mobile devices, once they are implemented in a few months.
The new system, which sets an example for industry-wide sustainability efforts, is a direct response to customer wants and needs. According to a Deloitte study— on consumer trends in the purchase of sustainable products, 54 percent of surveyed shoppers consider sustainability to be one of their decision making factors.
AT&T’s eco-rating system will cover attributes such as: environmentally preferable materials, energy efficiency, responsible end-of-life treatment and environmentally-responsible manufacturing. In assigning ratings, device manufacturers will submit an assessment of each device to determine how many of 15 key criteria are met. These criteria cover everything from the percentage of recycled metals used in the device, to restriction of compounds such as lead, cadmium, mercury, nickel and antimony trioxide/antimony compounds. The overall rating represents the composite score of these environmental attributes.
AT&T plans to add the ratings icon to in-store collateral later this year. Consumers will also be able to visit a website to obtain detailed information about how AT&T and BSR devised the ratings, learn more about what makes up the overall sustainability scale for mobile devices and see available products.
AT&T plans to evolve the rating system as technological innovations, industry norms and sustainability needs change.
“Increasingly, consumers are mindful of a product’s impact on the environment. We are excited to work with leading third-party organizations like BSR and our suppliers to help make it easier for our customers to learn about the environmental impact of products they plan to purchase,” said Jeff Bradley, senior vice president, Devices, AT&T Mobility. “Our new eco-rating system will make it easier for our customers to make more informed purchasing decisions.”
“At BSR, we work hand-in-hand with companies looking to develop innovative business strategies to help create a more just and sustainable world,” said Vijay Kanal, BSR’s Director, Information and Communications Technology Practice. “This eco-rating system, which we worked with AT&T to develop, should not only have broad consumer impact, it should help accelerate the integration of sustainable business practices across the entire mobile device industry.”
AT&T is committed to integrating sustainable business practices across its business and was recently added to Corporate Responsibility Magazine’s 12th Annual 100 Best Corporate Citizens List. AT&T was also included in the 2011 Dow Jones Sustainability North America Index (DJSI). Visit www.att.com/csr to learn more about sustainability at AT&T. Also visit www.att.com/csr to download the 2010 AT&T Sustainability Report. To watch a video about the rating system, please click here.
-AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.
–2009 Deloitte study, “Finding the green in today’s shoppers: Sustainability trends and new shopper insights”