Apple recently had its 2023 iPhone and Apple Watch Dog and Pony Show rollout. To cover the story Forbes published an internet article – “Apple: Streamlining Sustainability For Every Buyer’s Perfect Product” detailing how “Apple put sustainability at the center of its Fall iPhone and Apple Watch event…” The author, Carolina Milanesi, asserted “It did so as it put sustainability into context by showing that you can do what I’ve been advocating for a long time: doing good and doing well from a business perspective.”
It is high time business made environmental sustainability as an integral component of its mission. Apple is using Mother Nature to help market their products and highlight their commitment as a corporation they “have a profound opportunity to build a more sustainable future for the planet we share.” Tim Cook doubled down by promising: “We’re committed to bringing our entire carbon footprint to net zero by 2030 through innovations in materials, clean energy, and low-carbon shipping.” In the somewhat awkward skit another character boasts: “I’m also happy to report that we’re investing in projects around the world that protect the earth’s soil, plants, and trees.”
The presentation ends with this from Mother Nature: “Don’t disappoint your mother!” Sustainable Resources as a keystone of corporate marketing has been done before by the plastics and fossil fuel greenwashing. We hold more hope for Tim Cook and Apple as they navigate thru the promise of corporate responsibility to make the world and our future a better place.
What follows only take 5:25 minutes more of your life to see the exact contrived presentation Apple shared with the world and see a dead plant magically become an Apple logo.
The article in Forbes by Carolina Milanesi is a better investment in time than the YouTube as the author points out that “Sustainability has grown to be not just the marketing point but a key business priority driven by the need to be more sustainable because of the state our planet is in, but also driven by increasing regulatory scrutiny on not just the tech industry but every business.”
©️ 10.13.2023 stevendphilbrick sr+
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