Yes, this is just an employee engagement video, but it’s also an Apple employee engagement video.
I wonder how many customers (and more importantly potential customers) felt that little bit more emotionally connected to a brand that has historically pretty much kept its head below the social and environmental parapet.
“Inclusion inspires innovation”
It is also further evidence of a company becoming being increasingly comfortable being seen in the CSR space. By adding a deeper values element to their brand Apple are on a dangerous trajectory of becoming a truly inspirational operation. It looks like Tim Cook is truly getting his feet under the big table.
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.
A window of opportunity and an open letter to CEO Tim Cook.
Is it me or is the current focus on Apple’s supply chain a different tune than we’ve heard before?
For years now many from responsible business community have rumbled in frustration at Apple’s lack of commitment and often blatant avoidance of sustainability issues. Most of these professionals have ironically also either converted to Apple Macbooks / iPhones / iPad or continued their use throughout the regular ethical issues arising. I go to a few industry conferences and they’re often more like a Halloween orchard with the amount of glowing Apple logos on show.
Let’s be honest Apple products look damn good, mostly do the job you’d expect and you can’t argue with the almost religion-like power of the brand they’ve created under the stewardship of the recently departed Steve Jobs. For full disclosure I was once an Apple fan, during my days producing copious amounts writing, media materials and marketing documents at Everton FC, before I knew better about the details of the business operation and products themselves. I adored their fanatical ethos about providing the most simple, usable interface which is pure beauty at times, especially compared to Windows Vista and earlier incarnations. I had the usual file format sharing problems but that was nearly ten years ago and much has changed.