Apple launched a new environmental initiative which caused the world to go crazy with comments, critique or speculation on what the brand is doing. Renewable energy is ready to become mainstream, and those companies which do no see this are the companies that will have much to lose on the long run. However, Apple has always been a brand that could really discover what people want and now it is making a public declaration that the environment is a focus for the brand. Instead of creating some reports on environmentalism and keeping them hidden in a box in a forgotten office, Apple’s announcement on Earth Day reached millions and millions of people worldwide. One can say that Apple is now mass -marketing environmentalism.
Greenpeace found out that Apple is indeed, embracing renewable energy and it’s not just a publicity stunt ( as if Apple would need one). Apple’s willingness to openly discuss matters of environmentalism means that the brand has entered a new stage in its relationship with consumers and that the brand is open to being held accountable for its impact on our planet.
Apple’s success has been its incredible capacity of not only predicting the future but also bringing the future in the now, to show everyone that it is possible and that it can be done. Now, Apple is showing everyone that renewable energy is no longer a thing of the future, but a thing of the present and in doing so, the brand is throwing down the gauntlet to other brands. Tim Cook, Apple’s CEO says that it’s companies that are responsible for “leaving the world better than we found it”.
Apple is proving that a healthier planet is not a vision, is a reality. Embracing renewable energy is something that the real innovators are embracing. Hopefully, Apple will once more set the trend for the rest to follow. What do you think of Apple’s green intiative?
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