2012 marked the first full year in CEO Meg Whitman’s multi-year turnaround plan for the world’s largest tech company. HP moved to get costs under control and reorganize its business to be more progressive and profitable. The brand’s overall sustainability performance score increased, but not as much as competitors, leading to a lower rank this year. Even though HP drops seven places, with so much focus on turning around the overall financials of the company, its sustainability and citizenship efforts are well underway and consumer perceptions have seen an improvement. Following through on a commitment made in 2011 to install the first energy-efficient data center, 2012 saw it open at the University of Michigan, which expects to slash energy costs by USD $50,000/month as a result. On a consumer level, HP’s sustainability efforts continue to be demonstrated through products such as energy-efficient printers and carbon footprint calculators, as well as growing awareness of product recycling locations. Additionally, HP is transparent with the steps being taken and the progress being made on goals such as reducing the company’s carbon footprint. If the company can now more firmly embed sustainability into its overall turnaround plan, environmental sustainability will become more than just an initiative and more of a core business function.