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9

CHAPTER

Technology Businesses

lthough the focus of this book is on the impacts of technology on the environment,
we don’t mean to paint technology companies as evil entities, intent on wrecking the
Aplanet. Quite the contrary. The fact of the matter is that many technology companies
are leading the charge toward environmentally responsible, cost-conscious equipment.
In this chapter, we’ll look at three companies that are being socially responsible—Dell,
Hewlett-Packard, and Rackspace. These companies are leading the way in the area of
development, product life cycle, and recycling.
This chapter serves two purposes. First, it allows us to look at companies that are trying
to minimize their ecological impact. Although there are certainly those out there who would
still condemn Dell and Hewlett-Packard for producing the levels of greenhouse gases that
they do, the fact of the matter is that these companies are making significant efforts to cause
less harm to the environment.
The other purpose of this chapter is to show you the sorts of efforts these companies are
making, and possibly give you some inspiration to make changes in your own operations.
Can you ever do as much as Dell, Hewlett-Packard, or Rackspace? Sure. Why not? By
looking at what these companies (and others) are doing, you can look at your own
organization and see where changes can be made.
We’ll start with a look at the company with the biggest green efforts, Dell. We’ll talk
about what puts Dell at the top of the heap and how it is lessening its impact on the planet.
After talking about Dell, we’ll switch gears to one of the oldest technology companies
whose green efforts go back almost two decades. In the end, we’ll round things out with
a look at Rackspace, a company that offers green solutions to its customers while striving
toward its own environmental goals.

Dell

Remember the Dell Dude? He hawked computers around 2000 with his catchphrase,
“Dude, you’re getting a Dell.” If you do remember, then Dell certainly got its money’s
worth in its advertising campaign. Five years after the Dell Dude was retired, people still
remember him.

NOTE The Dell Dude actually had a name. The character’s name was Steven.

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