DECODING THE SUSTAINABILITY JARGON IN SMARTPHONE MARKETING EFFORTS

In today’s world where environmental consciousness and care are more important than ever, smartphone marketing efforts—from ads to packaging—have slowly but surely been integrating more and more buzzwords related to climate change and sustainability. After all, the information and communication technology (ICT) industry’s environmental footprint cannot be ignored.

- Chris Noel Hidalgo

According to a 2023 press release from the International Telecommunication Union (ITU), the United Nations’ arm for ICT-related matters, the sector is estimated to be responsible for between 1.5 to 4% of global greenhouse gas (GHG) emissions. From the extraction of minerals from the Earth, the energy-intensive manufacturing processes for components, and even the logistics of shipping units from the factory to your doorstep: all these taken together equate to significant environmental impact. Not to mention the amount of e-waste produced yearly, which according to the United Nations Environment Programme (UNEP) amounts to around 54 million metric tonnes annually.

How can we then discern whether the eco-friendly claims in marketing efforts are legit or just greenwashing? Arguably, this starts with knowing what the jargon actually means and how these apply in the context of smartphone production and usage. Let’s delve into some of the terminology and uncover how these concepts are applied in the tech industry’s pursuit of a greener tomorrow.

Net zero, carbon neutral, and absolute zero, and carbon neutral

While all refer to a state where there is virtually no more emissions — such as carbon dioxide, methane, or sulphur dioxide — attributable to activities, there are distinct differences. Net zero specifically refers to when companies reduce a major amount of its emissions within its value chain, with any remaining amount neutralized or balanced with