Mobile phones are used every day by millions and millions of people around the world. Think about the possibilities if cell phones were designed in a way that considered the environmental, economic, and social impacts caused by their life-cycle. As sustainability becomes an increasingly important topic in today’s society, individuals are beginning to seek out more environmentally friendly products.
AT&T is attempting to market to this audience by launching an initiative to raise environmental awareness about its products. With this new initiative, AT&T plans to put eco-rating stickers on their mobile devices. These stickers will show the phone’s ratings based on the use of low-impact materials, recycling possibilities, energy-efficiency, and responsible manufacturing. The company plans to be the first in the industry to set environmental standards by launching this initiative later this year. AT&T’s goal is for the entire industry to adopt such practices to improve the sustainability of mobile devices. By working with BSR, a global sustainability consultancy, the company hopes to ease the minds of consumers that the ratings are third-party certified. As the initiative develops, it will be interesting to learn more about the criteria behind this rating system, whether they are truly unbiased, and how consumers will respond.
Through a recent study, Deloitte expressed that 54% of shoppers say that sustainability is factored into their purchasing decisions. Jeff Bardley, the senior vice president in the Devices department at AT&T Mobility suggested that the “new eco-rating system will make it easier for our customers to make more informed purchasing decisions.”