PHILANTHROPY evolving with digital technology – that’s how some people see the growing number of Plant a Tree initiatives helmed by a number of technology outfits across the globe as part of efforts to help reduce the carbon footprint and preserve the environment.

This is on top of other “green” efforts such as introducing new products that have a much reduced impact on the environment, and taking steps to better manage power consumption in the work environment.

Dell, for example, last year launched its Plant a Tree for Me programme, in partnership with non-profit organisations The Conservation Fund and Carbonfund.org, which will use the funds to plant trees in sustainably managed forests, absorbing carbon dioxide released in the atmosphere from generated electricity. The company said all donations received through the programme will be used by partners to facilitate tree planting.

Similarly, Toshiba is promoting a new Carbon Zero Scheme, which lets customers donate a sum in exchange for Toshiba offsetting the lifetime carbon footprint of their laptop computers. For each donation, the company will plant trees in dedicated areas.

Other tech giants that have jumped onto the Plant a Tree bandwagon include Hewlett-Packard, Canon, Ricoh and Google.

It’s certainly good to hear green efforts picking up momentum within the information and communications technology community. In the wake of rampant deforestation and a host of other environmental issues, such initiatives are commendable.

But not everyone is impressed, though. A number of blogs have criticised the Plant a Tree move as nothing more than marketing gimmick. While there is nothing wrong with planting trees, they contend that it is not right to make claims of carbon-offsetting for doing so.

One blog has even dedicated itself to tracking the way in which companies are beginning to hijack the word “green” and use it to pump out all sorts of spurious marketing messages.

Well, you can’t please them all, can you?