On Monday, Apple launched a new section of its website, focusing entirely on environmental and social sustainability. The move, which came a day before Earth Day, is designed to signal the company’s recommitment to sustainability.
The site has four key sections, climate change, toxins, finite resources, and “our progress”. It also features a video narrated by CEO Tim Cook that centers on the concept of “better”.
A website page of this nature allows Apple to take the discussion about its environmental and social impacts into its own hands. In the video Tim Cook admits, “we have a long way to go”. This admission and then the focus on “better” and “our progress” turns the conversation in the positive direction of improvement, rather than towards discussing negative impacts.
The site also provides a much more public and consumer-friendly format for taking on the topic of sustainability than a text heavy sustainability report, which is the norm in many industries today. As more organizations see the value of confronting these issues in a more media-savvy way, we wonder if many companies will emulate Apple’s latest creation.