Credit where credit is due.
I’ve roasted Apple (should that be baked?) many times, especially during the Steve Jobs era, but I had a feeling that Tim Cook would take a very different approach to sustainability. His supply chain background almost dictated it.
So, without further ado, here is Apple’s latest effort to use its brand for good, and that matters. It really matters. Watch the videos and then read why it meant so much to me.
Not your usual Apple slick, minimalistic, polished marketing advert!
Apple were the epitome of laggards, hiding away from disclosure or action whilst they focused on selling as many of their beautiful innovative tech toys as possible. Nothing new about that. Countless business still take that approach. Probably most businesses in all honesty.
But, Apple were and are one of the biggest mainstream brands in the world, with the accompanying leadership position that should elevate any authentically responsible business to push sustainability not only through their own operation and products, but also their widest sphere of influence including their customers and fans.
Five years ago I wrote a blog hoping, and predicting Tim Cook’s appointment would be a catalyst for change. Such a change was always going to take time. One tweak here, a new appointment there, a commitment to solar, a video celebrating diversity and now this. (notice I omitted Liam the recycling robot – Apple’s Howard the Duck moment)
The video above feels like a milestone moment because it shows Apple is now comfortable enough to be creative and step away from brand norms – which is very out of character – and bold. We desperately need more bold. The work has been done internally and my new hope is that this video is the start of a confident new leadership brand in the sustainability space, or should that be iSustainability?
The biggest challenge of our time is convincing the non-usual suspects to look at the issues people like me call sustainability in a way possibly only Apple could do, to change behaviour at scale.
Congratulations Tim Cook, Lisa Jackson et al, your mark has been made, but how high can you go?