Chris James

Berkshire

Marketing director EMEA, Overland Storage

Figures from our own independent research seem to backup the perception that Britons are far less environmentally conscientious than our French and German neighbors. However, the conversations we are having with our UK customers suggest that they are incredibly sceptical about the green marketing claims linked to a growing number of products and maybe it’s the refusal to accept these claims that is behind our, and Brocade’s, results.

Rather than simply painting IT products green, vendors need to educate their customers in the most efficient ways of integrating more energy efficient equipment with what they already have instead of encouraging them to buy new 'green' products that inevitably have a high manufacturing carbon foot print. Efficiency and reducing power consumption are the key words.