Empowering innovation and inclusion: An interview with HP’s Helena Herrero
The president of HP for Southern Europe, the Middle East and Africa shares her insights on technology, digital transformation, empowering women and sustainability
02 April, 2025
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Before I get to what HP is doing and your role and the vision for how HP is supporting digital transformation, as a female leader, what would be your views on how the corporate world has changed, how technology has changed for women in this field? How has it helped them grow? Or do you think more needs to be done?
I think technology has always been an enabler and a tool to empower people. And in that way, I think it’s fundamental in the world of today. I am a strong believer in talent and skills. That’s a clear belief of our company — believing in the potential that people have. We are in a world where knowledge and talent will differentiate countries, companies, and societies. And we are half of the population. Not using that potential is something we can’t afford. So I’m a strong believer that technology helps women, but it also helps empower and manage that potential.
I sometimes think that we’ve always put aside that technology is a “man’s topic”. But when technology helps people, companies, and progress, and helps close the gap around divides, then women have a clear role to play. In the AI world, where data and artificial intelligence are key, I strongly believe that women bring a human touch that differentiates their potential. What we need to do as women is embrace it, jump into the pool, be in the conversation, and ask the right questions. Technology brings answers, but you need to be able to ask the right questions.
As far as HP is concerned, how is HP supporting DEI (diversity, equity, and inclusion) and female leaders to grow?
It’s part of the DNA of HP, which has believed in people since its founding in 1939. We believe in the potential of people, their talent, and their skills. We have a strong focus on diversity and inclusion because it reflects the society we’re in and responds to customer needs. When defining AI or algorithms, it needs to reflect the diversity of where it happens. We measure, scale, and provide training. We have a strong focus on mentoring and coaching people to reach certain roles. It’s important not only to have the right percentage but also to have the right representation at different levels of management.
We encourage working together to overcome stereotypes. It’s not just about training; it’s about how men and women work together, understand each other, and listen. Management styles are different, and embracing those differences is key. I’ve been with HP for a long time, and I’ve always felt supported by both men and women. It’s about working together, and understanding what’s good for people and the company.
As a leader, how do you ensure your team is aligned with HP’s vision?
I want everyone to understand the big picture and the role they play in it. Execution is important, but so is understanding why we do things. If people understand the reason behind their work, they will bring innovation, feel empowered, and provide solutions to challenges. If people are just executors, they become like machines, and that’s not what we want. We want talent, creativity, and the ability to connect the dots.
It’s also important to listen carefully to what’s happening inside and outside the company. I always say you need to dream big but have strong fundamentals. That balance of dreaming, thinking big, and executing is crucial. That’s how I try to lead.
How do you see technology progressing in the Middle East, especially with digital transformation?
When I go to the Middle East, I see people looking to the future. The transformation is the essence, the plan, and the vision. Countries like Saudi Arabia and the UAE are diversifying their economies, and technology is a key driver of that development. The 2030 plans in these countries show a clear commitment to transformation. The region is strategically positioned between Asia, Africa, and Europe, making it a hub for trade and technology.
For example, in Saudi Arabia, we’ve announced a manufacturing site, which is not just about physical infrastructure but also about creating an ecosystem that includes R&D and skills development. We’re working with universities in the UAE and Saudi Arabia to develop AI and software skills. This is crucial because talent is the differentiator in today’s world. The Middle East understands this perfectly, and they are investing heavily in developing the skills needed for the future.
In the UAE, having a minister dedicated to AI shows the region’s commitment to embracing technology as a driver of progress. This is something I find very eye-opening. The Middle East is not just transforming itself; it’s becoming a bridge between Africa, Asia, and Europe, leveraging its strategic position to drive innovation and growth.
What is HP’s strategy and vision for 2025 and beyond?
We believe in using technology to empower people and bring innovative solutions.
Our focus is on the future of work, helping customers with their needs through our portfolio of products, from devices to printing solutions, all powered by AI. We aim to help countries with their specific challenges, whether it’s education, efficiency, or customer needs.
I know sustainability is also part of HP’s vision. Could you share your thoughts on how HP is addressing sustainability?
Sustainability is a core part of HP’s DNA. We have a long-standing history of climate action, and our ambitious goals are designed to combat climate change by focusing on reducing greenhouse gas (GHG) emissions, promoting circularity, and protecting forests. We use science-based targets to drive progress across our value chain, consistent with the emission levels required to limit global warming to 1.5°C. Our goal is to reach net-zero GHG emissions across our value chain by 2040.
We focus on the following strategic drivers for climate action:
- Print and compute as a service: Shifting to service-based models to reduce resource consumption.
- Sustainable materials: Investing in reusable, recyclable, and sustainably harvested materials. For example, in 2023, we used 34,400 tonnes of post-consumer recycled plastic in our products, equivalent to 18.1 per cent of our overall plastic use.
- Supply chain decarbonisation: Helping suppliers set and meet their science-based targets. In 2022, participants in our programs avoided 184,000 tonnes of CO₂ emissions and saved 36 million kWh of energy.
- Energy efficiency: Designing products and solutions that are energy efficient.
- Forest investments: Protecting, managing, and restoring forests. All HP-brand paper and paper-based packaging are made from recycled or certified sources. Through the HP Sustainable Forests Collaborative, we are working to counteract deforestation for non-HP paper used in our printing products and services.
We are also committed to circular design, which increases value for customers while reducing environmental impacts. By repurposing waste materials and investing in sustainable practices, we aim to transform our design and business models. HP has achieved triple “A” scores from CDP for transparency and action on climate, forests, and water security for four consecutive years.
We are proud to be recognised as a CDP Supplier Engagement Leader and to collaborate with other industry leaders through initiatives like the Clean Energy Buyers Association, RE100, EV100, and the WWF Climate Business Network.
Sustainability is not just a goal for us — it’s how we do business. It’s about creating a positive impact on the planet while driving innovation and delivering value to our customers.
