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Greenwashing, or real change?

An interesting story on the NY Times today talks about the challenge facing technology firms trying to cash in on the current surge of interest in green issues.

It’s a tough problem. Some tech firms, of course, are making genuine technological breakthroughs, improving energy efficiency or dreaming up all new ways to mitigate soaring energy consumption in data centres (and desktops, generally). However, others are simply trumpeting relatively insignificant changes from their last generation of technology as major breakthroughs.

For technology buyers, it all presents something of a challenge: who to believe, and how easy is it to test these claims?

On the plus side, of course, the fact that corporate clients are even enquiring about such things is something of an encouraging shift…

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