It’s great to be associated with a brand that puts its money where its mouth is. While most companies talk a good environmental message, Samsung is walking the path of environmental responsibility and leading the way where others will hopefully follow.

The latest confirmation of this comes with Samsung's offer of free recycling for all Samsung-branded consumer electronics in all 50 US states, starting from 1 October 2009. The programme, called Recycling Direct, is world-first allowing customers to return devices like televisions, monitors, DVD players, and mobile handsets for responsible recycling. Mobile phones can be returned free via the post for environmentally friendly recycling.

In Korea the system involves 130 Samsung Service Centers throughout the nation. After collecting used mobile phones, Samsung uses its own transportation system to carry them to recycling facilities.

In China, a country not exactly famous for taking care of the environment, Samsung has worked with the government to put in place green-friendly initiatives. Service teams have installed collection boxes for electronic waste at its 101 service centers in 60 major cities in China and has been implementing programmes to recycle used cell phones.

Plans are afoot to bring similar recycling initiatives to South Africa in the future. Until then customers might be interested in the next best thing: Flipswap, a great new idea, that lets customers swap their old mobiles for a cash discount off their next handset, the handset is then recycled. (Currently available at Edgars or CNA stores.)

Other environmental initiatives from Samsung include the recent establishment of the Samsung Global Environment Research Centre and the Samsung Global Water Fund and the Climate Change Fund, which aims to encourage other companies to do business in a more green-friendly manner.

Despite its different activities all over the world, Samsung has a coherent strategy that carries through into all its thinking and products.

“Our own sustained growth will only be possible if we fulfil our obligations and responsibilities for environmental protection”, explains Geesong Hoi, Global Head of Samsung Telecommunications. The company is guided by “Five Green Management Activities” - Greening of Management, Greening of Products, Greening of Processes, Greening of Workplaces, and Greening of Communities.

“We are committed to being an environmentally and socially responsible corporate citizen. On the environment side, we will stick to the Green Management principles, participating in activities to protect the environment so that it can be passed on to the next generation intact.”

DANIEL LAMBERTI – Brand Manager: Samsung Mobile South Africa