Apple Gets a Little Greener
Shira
As an employee at a nonprofit independent media organization and as a freelance filmmaker and designer, I find myself swimming in Apple products. With my iPod, iMac, iCal, etc, that little “i” feels more and more like “me.” As with all beloved (and not so beloved) brands, it was a matter of time before consumers and activist organizations started to ask some tough questions about Apple’s environmental footprint, a topic which has been left out of Steve Jobs’ infamous keynote addresses. We all know about Mac’s growing profit-margin, but what about their eco-margin?
Greenpeace has been leading the way with their “Green My Apple” campaign, a call for Apple to stop using toxic chemicals, stop dumping discarded machines in Asia, and enable consumers to recycle their iProducts in the U.S. and globally. With a cleverly-designed website that mimics Apple’s look, they have invited consumers to make their own t-shirts, ads and videos, asking Apple to go green.
The response? Apple recently announced some significant changes in their policies and for the first time unveiled a timeline for upping their recycling program. Greenpeace is psyched, but they also think the pressure needs to stay on to get Apple to go global with their environmental promises. In this article they respond to Steve Jobs’ statement, point-by-point.
All-in-all, this offers an inspiring example of how a good company can get better by responding to consumer demand. Good job, Greenpeace! Good job, Apple!
Comments
“Apple doesn’t fix iPods…we replace them.” (from Danny Seo’s Simply Green)
Posted on May 14, 2007 4:44 PM by Jean Seok
Hmm…clearly Apple still has a ways to go. Now that I think about it, when my iPod was busted, they sent me a new one rather than fixing it. I assumed that they fixed my broken one and sold it refurbished to someone else, but who knows!
Posted on May 14, 2007 5:25 PM by Shira Golding