I love the Greenpeace site “A Greener Apple” – it uses the brand iconography and feel of Apple to challenge the company over its corporate social responsibility. It wants those who identify with the cool brand to campaign for the company to be a Green Apple. Its focus on iPoison and iWaste urges Steve Job to prioritise environmental concerns.
There are easy steps to m.Act and show support – and creative types are invited to show their support in designing posters and t-shirts.
The site also champions social media with lots of ideas of how to promote the campaign.
Not all Apple fans support the efforts of Greenpeace – with some giving a robust defence. Apple does have its environmental policy on its site although you have to search for it. This has a very corporate tone with little reflection of any emotional engagement with the topic. The company’s public relations response to the Greenpeace campaign is dry and defensive – claiming:
“Apple has a strong environmental track record and has led the industry in restricting and banning toxic substances such as mercury, cadmium, hexavelent chromium, as well as many brominated flame retardants. We have also completely eliminated CRT monitors, which contain lead, from our product line. Apple desktops, notebooks, and displays, each score best in class in the new EPA ranking system EPEAT, which uses new international standards set by IEEE.”
Brands like Apple appeal to a young trendy audience, and regardless of whether or not the company is worse than any of its competitors, I would love to see it embrace the challenge of being iconic and green.