At CES, Tech Companies Pitch Sustainability as Fun

Two years ago, before globally reported climate disasters reached their current alarming level of constancy, it might have been possible for events like CES to barely mention climate change, or to give sustainability only the barest lip service. But in this year’s celebration of a sector responsible for up to, many tech companies found that ignoring the world’s rising temperatures wasn’t a palatable option. Some companies, like Panasonic, characterized their efforts in sober terms.

All throughout, the tech CEOs spoke about how components from phones can be recycled, televisions made using less energy, and remote controls forever freed from disposable batteries. As for the remaining emissions from the supply chains that manufacture those products—they’re working on it. The consumption paradigm needs a big overhaul, they said, but the basic premise is workable. In fact, buying their newer, smarter products is a great way you can help.

In a series of scripted videos, LG showed off energy efficient appliances as part of “the better life you deserve” with actors demonstrating uncanny appreciation for the products enabling their luxurious, connected lives—“Eco-friendly materials and packaging? I’m impressed!” Hisense, a Chinese television giant, said its new line of TVs were more energy-efficient than older models, and it would do its part to save the planet by selling more of them. Samsung CEO JH Han was even more blunt.

On a basic level, the climate messaging of CES was more or less consistent: that consumerism is compatible with climate action. In some respects, that makes sense. Some of these companies’ technologies, like EV battery cells supplied by LG and Samsung, are essential for the world’s green transition, and people have to buy the cars that use them to get gasoline vehicles off the roads.

But at the same time, there’s something that doesn’t quite match up between these tech companies’ climate pledges and their simultaneous announcements of endless new lines of gadgets and appliances—as if buying new smart speakers and robot vacuum cleaners every year is completely sustainable, as long as they come in recyclable packaging. In fact, thoseplay a big part in our individual emissions, as my colleague Alana Semuels reported in a deep analysis of consumption habits last week.

There were so many electric/battery-powered products! It was awesome 🤓

Consuming less needs to generate income? Not compatible really.

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