Eco Voice Q & A: Mr Bradley Pulford, Managing Director, HP Australia and New Zealand

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Mr Brad Pulford, Managing Director, HP Australia & New Zealand.
Photography by Quentin Jones/ thinkMammoth. 9 August 2023.


WWF and HP have joined forces to understand the impact and issue of deforestation / conversion / degradation, in and around Dorrigo, on the mid north coast of NSW. 

To combat deforestation in our backyard, HP and WWF have partnered to protect, manage and restore more than 21,500 hectares across the forests of eastern Australia – an area three times the size of the Sydney Harbour. This includes restoring 1,500 hectares of degraded koala habitat.

Native forests and woodlands are cleared across Australia at an alarming rate, with more than 1 tree bulldozed every second – making Australia the only developed country on WWF’s deforestation hot spot list.

HP and WWF-Australia will be working with First Nations partners, including Traditional Owners and Indigenous organisations as well as conservation organisations, forest advocates, leading corporates, land holders and        government to advocate for major reductions in deforestation and native logging. In addition, WWF and HP will work together to calculate the paper footprint for millions of HP printers and commit to giving back to forests in equal measure.

As part of a media delegation, Tim Langdon, publisher of Eco Voice, had the pleasure of facilitating a Q & A with Bradley Pulford, Managing Director, HP Australia and New Zealand:

Photo shows view from Griffiths Lookout, near Thora.   

Photography by Quentin Jones/thinkMammoth. 9 August 2023.

Q1. What is HP’s focus when it comes to sustainability?

HP has recently committed to being the world’s most sustainable and just technology company. We believe that one thoughtful idea has the power to change the world, and it is our mission to create technology that inspires ambitious and meaningful progress. Sustainable Impact is embedded in our business strategy and encompasses three interconnected areas of focus where we believe we can have the greatest impact.

Climate Action, which is centered on addressing carbon emissions, advancing circularity, and becoming forest positive. Human Rights, which focuses on driving worker empowerment programs, supporting a culture of inclusion and belonging, and advancing social justice, and racial and gender equity. And finally digital equity, which is centered on accelerating equitable access to education, healthcare, and economic opportunity.

Q2. What are some of the sustainability-focused products and/or services that you offer?

Sustainability is embedded in everything we do at HP. A key program we offer is Amplify Impact. Amplify is HP’s core partner program, which is designed to provide customers with the essential digital services they need to empower their workforce, fuel growth opportunities and success in the diverse landscape. This extends to sustainability with our Amplify Impact program that is offered to all partners. All HP Amplify partners can access HP’s world-class Sustainable Impact resources no matter where they are on their journey to a more sustainable world. HP will provide all HP Amplify partners with access to training, sales tools, marketing assets, and access to HP’s Sustainability & Compliance Centre (SCC), HP LIFE and HP Planet Partners. Not to mention, all of HP’s products and services are created with sustainability in mind. When you partner with HP, you are accessing the sustainability benefits that comes with.

WWF CEO Dermot O’Gorman with Mr Brad Pulford, MD of HP Australia & New Zealand. 

Photography by Quentin Jones / thinkMammoth. 9 August 2023.

Q3. Is sustainability becoming increasingly more important in the sector that you operate in?

It’s incredibly important regardless of the industry you work in. As a business leader, you have the power to shape the direction of your company’s operations and influence industry practices. Embracing sustainability and environmental responsibility is not only a moral imperative but also an essential aspect of corporate responsibility in today’s world. Embracing this responsibility not only contributes to the preservation of our planet but also ensures the long-term viability and success of your business.

It would be remiss for me to not mention the sector we operate in – technology has the power to change the world, and we have an increased responsibility to protect our earth, and leave it in good shape for future generations. I am personally passionate about this, having two young children.

I’m also mindful of our impact in the print industry. To do our part, HP already maintains zero-deforestation status for its HP paper and paper-based packaging, keeps products and materials in use by enforcing closed loop
recycling, designs products responsibly to reduce waste, regenerates natural ecosystems through reducing ocean bound plastics, and now we are supporting forest management and reforestation in collaboration with WWF- Australia.


Photography by Quentin Jones/thinkMammoth. 9 August 2023.

Q4. Have you experienced an increase in demand for your sustainability-focused products and/or services in recent years?

Yes. We know sustainability is just as important to our customers and partners as it is to us, the trouble is knowing where to begin. Through Amplify Impact, we make that simple. Partners can become eligible in 3 easy steps. First they take the HP Amplify Impact Pledge in which they commit to drive meaningful change. Secondly, they assess their current sustainability performance and receive a personalized sustainability report, which identifies areas for improvement. Then, they can access the Amplify Impact Initiatives Hub, an E2E platform that offers 20 sustainability initiatives and support to win sustainable sales opportunities.

Dr Stuart Blanch and WWF CEO Mr Dermot O’Gorman, at Griffiths Lookout. 

Photography by Quentin Jones/thinkMammoth. 9 August 2023.

Q5. How do we get more people to embrace sustainability in your business sector?

We need to lead by example. As the saying goes, rising tides lift all boards. It starts with education and awareness about the environmental impact of technology, and the benefits of sustainable practice. We are doing this through our Amplify Impact program, and the goal is that eventually our partners and customers feel confident and capable of making imperative changes in their own businesses and beyond.

Secondly, we develop products with sustainability in mind – and by doing this, we raise the expectations of customers and we set the standard.

Third, we are transparent about our sustainability efforts and progress. Regular sustainability reporting, in the form of our Sustainable Impact Report for example, holds us accountable and encourages others to do the same.

Last but not least, collaboration is key. Working together with industry peers, suppliers, and stakeholders can amplify the impact of sustainability initiatives. Collaborative efforts can drive industry-wide changes, promote best practices, and lead to innovative solutions that benefit everyone.

Photography by Quentin Jones / thinkMammoth. 9 August 2023.

Q6. How can publications, such as Eco-Voice, play their part in promoting a move to more sustainability in your business sector?

We appreciate the support of Eco Voice and other platforms that are giving a voice to organisations paving the way in sustainable practice and setting the standard for other businesses to follow suit. Through providing valuable
insights, highlighting successes, and fostering collaboration, your publication contributes to a more sustainable future for the industry.


First published in 2003, Eco Voice is your go-to publication for sustainability news in Australia. Eco Voice prides itself as an independent news platform with a clear focus on sustainability, with articles coming from a diverse range of contributors – all levels of government, corporations, not-for-profits, community groups, small to medium sized businesses, universities, research organisations, together with input from international sources. Eco Voice values community, conservation and commerce. Eco Voice is a media partner of the prestigious Australian Banksia Sustainability Awards – The Peak Sustainability Awards.

About HP Australia

HP Inc. is a technology company that believes one thoughtful idea has the power to change the world. Its product and service portfolio of personal systems, printers, and 3D printing solutions helps bring these ideas
to life. Visit

About WWF-Australia

The Worldwide Fund for Nature-Australia is working to Regenerate Nature by 2030.

Our work is focused on the three pillars of Sky, Country, and Saltwater. Regenerative Sky is our program to secure a healthy climate powered by communities, nature, and renewable energy; Regenerative Country is our program to protect and recover species and habitats; and Regenerative Saltwater is our program to protect oceans and marine wildlife.

With the knowledge and traditions of First Peoples and local communities, we can bring change on a global scale for climate, nature, and people. Help us to Regenerate Nature at

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