Hi folks. It’s been a while. Life got busy without asking first.
More posts and more updates to come soon, and I was trying to get the foundations of the change done before posting again, but I just couldn’t resist, and here’s why, something important is getting ‘Better’…
For those new to these parts, I’ve had a love hate relationship with Apple as long as I’ve been involved in the world of CSR. Beautiful design and killer marketing has constantly torn at my belief that Apple was one of the most guilty by avoidance in the wider responsible business agenda. I’ve written a few times and one of the most recent (before the barren spell) was just after Tim Cook took the CEO mantle and offered hope to those who desperately dreamed for a new all-star athlete in the CSR team.
Back in February 2012 with ‘Apple’s Ethical Watershed‘ I dared to suggest that Tim Cook would provide an optimistic leadership style borne out of his supply chain background and obviously different personality to his predecessor Steve Jobs, and it’s looking I could have been right.
I’d like to think that maybe, just maybe, this video is further evidence of internal changes of ethos and the continuation of previous signs of a greener leadership and a new brand positioning campaign. iCSR could be on the way!
The fact that Apple is actively talking green could be the start of something big, very big.