Despite being under great financial pressures, “being green” remains a core business driver for the Nokia brand. The Finnish company has made impressive results from its decade-long “Eco Innovation” efforts, although consumer perception lags behind its sustainability performance. Greener product manufacturing and lifecycle management are clear to see. Today, all parts of Nokia phones are recyclable, and every model has an “Eco” profile, with “Eco Hero” devices indicating its greenest products. Nokia also claims to have set up the world’s biggest voluntary recycling network—with 5,000 collection points in 100 countries—and aims to lead the mobile industry in both the removal of harmful compounds from handsets and the introduction of biomaterials. By using renewable energy and reducing waste, Nokia has reduced its manufacturing impact. Employees at all levels are recognizing that these tiny details can mean big savings—and a healthier planet. As a result, the brand has been featured favorably in international sustainability rankings including the Dow Jones Sustainability Indexes, Greenpeace’s Guide to Greener Electronics, the Carbon Disclosure Project, Forbes’ list of the “World’s Most Sustainable Companies,” and Enough Project’s 2012 “Taking Conflict Out of Consumer Gadgets: Company Rankings on Conflict Minerals” report.