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Send  Share  RSS  Twitter  11 Oct 2010

RECYCLING: Lessons for SA from UK Technology Recycling Guru


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An Irish technology recycling guru will share the secrets of Dell’s highly successful recycling and takeback programme with delegates at a conference taking place in Johannesburg next week.

Jean Cox-Kearns, Recycling and Takeback Manager, Dell EMEA, will address delegates to Brands and Branding for Good 2010 on October 13 highlighting the lessons the corporation learnt from its research into technology recycling habits, and suggesting how South African IT companies can utilise these to better position themselves as sustainable companies.

She says: ““The research suggests different motivations behind recycling depending on sex, age and geography. It tells us that electronic manufacturers such as Dell need to adopt a more targeted approach in communicating the free technology recycling initiatives available and why it’s so important to get involved.”

According to Dell, consumer confusion around the recycling options available for old electronics has led to a country of technology wasters, with one out of two British consumers failing to correctly recycle their old technology and the nation’s young the most notable accumulators.

In general, awareness levels of electronic manufacturers’ recycling schemes and government initiatives such as the WEEE Directive, the British again fall behind and are the least aware of such initiatives or legislation compared to other consumers in Europe. In fact, when it comes to understanding the importance of correct technology recycling, UK consumers claim to be more influenced by the media than by government legislation.

To increase technology recycling and address Europe’s fastest growing waste stream, Dell encourages organisations and governments to adopt a more targeted approach in communicating the free technology recycling initiatives currently available.

Dell’s own takeback and recycling programme offers consumers no-charge recycling of any brand of used computer or printer with the purchase of a new Dell computer or printer; and any Dell equipment with or without a purchase. The global consumer recycling programme also provides consumers with an option to donate their old computers to non-profit organisations that help people in their own communities.

With six international speakers on the podium over the two days – that’s more than any other marketing conference has delivered – Brands and Branding for Good 2010 is an impressive follow-up to last year’s inaugural conference, South Africa’s first to include a focus on sustainable branding.

The international line-up includes:
1. Leslie Pascaud - Director Responsible Marketing Practice, Added Value Group, Paris
2. Mindy Goldstein - Partner and Programme Director Ogilvy and Mather, and member of the founding team of OgilvyEarth, New York
3. Seth Farbman - Senior Partner and President, OgilvyEarth, New York
4. Jean Cox-Kearns – Head of the Dell Take Back organisation for the EMEA (Europe, Middle East and Africa) region
5. Mitchell Faigan – President, Citizen Brand (consultant to Kimberly-Clark), USA

6. Stefan Borbe – General Manager Product Communication – BMW, Germany

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