Did you know e-waste is the fastest-growing solid waste stream in the world? According to the Central Pollution Control Board (CPCB), e-waste generated in Indiaduring the financial year 2021-22 was estimated at 16,01,155.36 tonnes, with lead being one of the common substances released into the environment.Renowned global agencies like the International Labour Organization (ILO) and the World Health Organization (WHO) have estimated thatmillions of women and child labourers engaged in the informal recycling sector may be at risk of e-waste exposure.
With a commitment to ensure a greener tomorrow, ASUS India announced its new initiative #DiscardResponsibly with an aim to evoke a sense of accountability in society. It’s a step towards building a sustainable environment by disposing of e-waste sensibly.
In an interview with TheCSRUniverse, Eric Ou, Country Head of India, President and Director, ASUS India, discusses this new initiative which not only encourages responsible e-waste disposal but also aims to foster a broader conversation about the importance of handling electronics with care to maximize their lifespan. He also talks about the company’s ambitious goal of recycling 20% of its products by 2025 along with the broader sustainability goals.
Read the full interview below to learn about ASUS India’s commitment to be the harbinger of change when it comes to environmental protection.
Q&A
Q. ASUS recently launched the #DiscardResponsibly campaign. Please tell us a little more about how this initiative was conceptualized and what it entails.
A. As we are progressing towards a more technologically evolved future, it is also imperative that we step towards setting the premise for a more sustainable technology and future that is built on a well-functional circular economy to curb e-waste. ASUS, since its inception, has been the harbinger of change, be it in terms of introducing state-of-the-art technology or harnessing sustainable solutions beyond manufacturing. Our attempt to reduce the mounting e-waste in the country and globally led to the inception of our #DiscardResponsibly campaign. As the name suggests, this campaign is an attempt to drive awareness amongst our customers to discard their e-waste in a responsible manner. Not just pertaining to creating conversations, we have also initiated a collection service that can be availed when phoning the toll-free number or visiting the ASUS exclusive/selectstore.
ASUS envisions achieving a global recycling rate of 20% for its products by 2025 and we need support from our consumers to achieve this target. With the broader theme of “You can recycle anything with a plug, battery, or cable!" we are certain that we will be able to take a meaningful step towards building India’s circular e-waste economy
Q. What are the challenges you are anticipating with this initiative and how do you plan to address them?
A. While we embark on this CSR initiative, we are fully aware of the challenges that lie ahead. Our commitment to responsible business practices goes beyond mere tokenism, and we understand that scepticism from the public is one of the primary challenges we may face. Many may perceive CSR efforts as mere marketing tactics or greenwashing, which is why our foremost measure to combat this scepticism is to demonstrate authenticity and transparency in every activity we undertake. We will engage in open and honest communication, ensuring that our intentions are clear, and that we demonstrate the tangible impact of our initiatives towards society and the environment.
Stakeholder engagement is another vital aspect of our efforts. It's not just about what we do; it's about how we involve our customers, suppliers, and local communities through our initiatives. We value our stakeholders'inputs, involve them in the decision-making process, and demonstrate unwavering transparency in our social impactendeavours. By ensuring that our stakeholders are not just informed but actively participating, we aim to build a stronger, more effective, and more transparent ecosystem.
Q. ASUS plans to have 20% of its products recycled by 2025. How far do you think this campaign would contribute to achieving that goal? What are the other steps you are taking in that direction?
A. ASUS's ambitious goal of recycling 20% of its products by 2025 is a commendable sustainability initiative. To achieve this, the company is implementing a multifaceted approach that includes product design, recycling programs, and consumer engagement.
1. Product Design: ASUS comes with incorporating eco-friendly design principles, making products more easily recyclable and using materials with a lower environmental footprint. Design modifications that consider disassembly, material recovery, and sustainable sourcing play a crucial role. Ex – The recently launched ASUS Zenbook S 13 OLED laptop is one of the most environmentally conscious devices available in the Indian market. This product embraces recycled materials in its chassis, employing a high percentage of post-industrial-recycled (PIR) aluminium and magnesium-aluminium alloy in its metal parts.
2. Consumer Participation: Engaging our consumers in the recycling process is key to success. ASUS launches various awareness campaigns, offers incentives for recycling old products, and provides accessible drop-off points for e-waste. The participation of consumers in returning old products is a significant factor.
3. Circular Economy Initiatives: Asus promotes a circular economy approach, where products are repaired, refurbished, or repurposed, which can extend the lifecycle of ASUS products. This not only reduces waste but also minimises the need for new resources.
Below are the additional significant measures taken by ASUS to ensure a sustainable future:
- RE100 Participation: RE100 is an international initiative launched in 2014 by the Climate Group and the Carbon Disclosure Project (CDP). ASUS is part of RE100, with a goal to use 100% renewable energy in Taiwan by 2030 and globally by 2035.
- Task Force on Climate-related Financial Disclosures (TCFD) Initiative: ASUS is a founding member of the "Taiwan Climate Partnership," where it aims to identify major climate risks and opportunities, and measure the impact on operations and finances under different scenarios, so as to set management goals, formulate response countermeasures and actions, and systematically disclose the progress and results of response actions.
- SBTi Commitment: SBTi (Science Based Target Initiative) is a joint initiative of the UN Global Compact, the World Resources Institute, the World Wide Fund for Nature, and the Carbon Disclosure Project (CDP). ASUS is dedicated to science-based carbon reduction targets aligned with a 1.5°C pathway.
- RBA Membership: ASUS became a full member of the Responsible Business Alliance (RBA) in 2018 to take on greater responsibilities as the producer. Asus includes the PAS7000 and SA8000 standards and sets the ASUS Supplier Code of Conduct to strengthen the protection of young and female employees.
Q. E-waste disposal is becoming a global challenge. In your opinion, how are Indian companies progressing on this front and what more can they do to address this issue?
A. In the fiscal year 2020-2021, India grappled with the daunting task of managing a staggering 3.4 lakh tonnes of e-waste. This challenge is further exacerbated when considering the data from the Central Pollution Control Board (CPCB), which reveals a concerning annual increase of 3% in plastic waste generation. Even more alarming is the escalating generation of e-waste, which reached a colossal 7.1 lakh tonnes in 2018-19 and surged to an astonishing 10.14 lakh tonnes in 2019-20, showing a relentless annual growth rate of 31%.
Drawing from the CPCB's report, it is evident that we face a monumental challenge. As conscientious corporate citizens, we fully grasp the urgency of advancing sustainable technology. Thus, our "Discard Responsibly" initiative is meticulously crafted to engage and sensitize major stakeholders. It underscores the vital need for a collective effort in shaping a greener future. Importantly, this responsibility cannot be the sole burden of a single organisation; it necessitates a united commitment across the entire supply chain, encompassing every stakeholder in the nation.
One of the most formidable hurdles is inspiring action among the general populace and fostering a positive environmental impact. Therefore, our objective with "Discard Responsibly" is to actively involve and sensitize people to the mounting waste challenges, ultimately leading to more responsible and sustainable practices.
Q. What are the broader sustainability goals for ASUS in India and what are the key steps that the company plans to take in this direction in the near future?
A. ASUS India's sustainability goals are in line with our dedication towards inculcating sustainable practices that help create a lasting impact. We understand the importance of delivering shared value to society while contributing to the UN's Sustainable Development Goals (SDGs).
We have charted down our sustainability goals for India and the key steps include the following:
Climate Action:
1. Reducing Carbon Emissions: By 2030, we aim to reduce carbon emissions from ASUS global operations centres by 50%.
2. Renewable Energy Adoption: Our objective is to transition to 100% renewable energy usage in Taiwan-based operations centres by 2030, further extending this practice to our global operations centres by 2035.
3. Energy Efficiency: Each year, we are committed to ensuring that our key products exceed energy efficiency standards by 30% above the Energy Star benchmark.
4. Supplier Collaboration: We are actively working with key suppliers to achieve a 30% reduction in carbon intensity by 2025, reflecting our efforts to create a sustainable and environmentally conscious supply chain.
Circular Economy:
5. Sustainable Procurement: We aim to promote sustainable procurement and enhance the utilization of environmentally friendly materials in our products and packaging, with the goal of achieving a 100% increase.
6. Eco Labels: To enhance our green competitiveness, we intend to boost the proportion of Eco Labels in our revenue by more than 50%.
7. Information Security: We are dedicated to strengthening information security in our R&D system, ensuring 100% coverage of international information security standards by 2025.
8. Recycling Rate: As part of our commitment to a circular economy, we aspire to achieve a global recycling rate of 20% for ASUS products, contributing to the responsible management of electronic waste.
Responsible Manufacturing:
9. Supply Chain Information Security: We are actively working towards enhancing information security across our supply chain, with a specific focus on ensuring key suppliers' compliance with information security regulations.
These goals and steps underscore our firm belief in sustainability, environmental protection, and our responsibility to address global challenges while promoting positive change and innovation. We are committed to making significant contributions to both, the environment and society.
Q. Tell us more about your home-collection drive. Also, which locations are contributing the most when it comes to e-waste collection?
A. As part of our commitment to responsible e-waste management, ASUS India has established a toll-free helpline accessible at (1800-2090-365), and a dedicated portal at https://asus.in/discardresponsibly/. Through these platforms, consumers can access essential information on e-waste disposal and easily schedule pick-up slots for collection. Our ASUS representatives stand ready to swiftly retrieve the e-waste from the designated locations.
We have implemented a comprehensive e-waste collection initiative, focusing on our ASUS stores as key collection points. Moreover, our commitment to raising awareness and fostering a culture of responsible e-waste management is evident through an extensive on-ground campaign that spans over 40 ASUS stores.
Within these stores, our dedicated employees play a pivotal role in educating customers on the critical steps to reduce e-waste. They provide insights into minimizing electronic waste generation and actively involve customers in our eco-friendly initiative. As an additional incentive, customers purchasing laptops from ASUS stores are honoured with a symbolic gesture: a jute bag and a plant. This token serves as a pledge to actively participate in waste reduction efforts and promote sustainability.
The initiative's success is further exemplified by the enthusiastic participation of specific locations that have contributed the most towards this vital cause - . These notable contributions emphasize the collective effort we are making to curb e-waste and protect our environment, reflecting our commitment to a greener and more sustainable future.
Q. How do you see the role of innovation and technology in pushing responsible e-waste disposal?
A. ASUS believes that sustainable management of a business should not be limited to the business itself, but we should also properly address the indirect environmental and social impacts that may be caused by the supply chain.
Therefore, while launching the new products, we keep in mind the organisational governance, human rights, labour practices, environment, fair operation, customer issues, community engagement and development, and their relationship with different stages of the value chain from raw materials, manufacturing, transportation, use, to disposal, we map out our management actions by identifying major sustainability risks to human rights and the environment.
Q. How have your company’s focus areas for CSR evolved over the last 4-5 years?
A. Over the last 4-5 years, our company's focus area for CSR has significantly evolved with a greater emphasis on sustainability and environmental responsibility. While we have maintained our commitment to education, we have placed a stronger emphasis on environmental initiatives, particularly in the realm of responsible e-waste disposal.
To address the pressing issue of e-waste, we introduced the #DiscardResponsibly campaign, a testament to our dedication to sustainable practices. This campaign centres around the theme, "You can recycle anything with a plug, battery, or cable!" It seeks to raise awareness among end users about the adverse consequences of improper electronic waste disposal while empowering individuals to take accountability for their e-waste disposal practices.
At ASUS, we have always been at the forefront of technological innovation and positive change. We firmly believe in the urgent need to adopt sustainable practices and contribute to the establishment of a circular e-waste economy. As part of our commitment to this cause, we have set a bold target: by 2025, we aim to achieve a global recycling rate of 20% for ASUS products. However, we recognize that this goal can only be realized with the unwavering support of our customers, who have placed their trust in us day in and day out.
Our vision is encapsulated in the phrase "my responsibility, discard responsibly." We are excited to announce the #DiscardResponsibly-2023 campaign in India, which not only encourages responsible e-waste disposal but also aims to foster a broader conversation about the importance of handling electronics with care to maximize their lifespan. We are confident that this initiative will inspire and engage ASUS users in building India's e-waste circular economy, contributing to a greener and more sustainable future for our planet.
