A is for Apple

More and more corporations are revamping how they manufacture and transport their products, but Apple went one step further and re-designed the products to have their entire desktop and notebook product lines to meet the requirements of the Energy Star program. On top of that, their facilities, Cork and Elk Grove, are on their way to operate entirely on renewable energy by the end of 2009.

Sure, today’s 20-inch iMac uses 55 percent less material than its first-generation, and Apple says that they are able to ship 50 percent more boxes in each airline shipping container just by redesigning packaging. These are all great things for the environment, but what does it have to do with advertising or branding?

Be Green! Be environmentally conscious. That is the trend right now.

Other than the fashion industry, the advertising industry is next in line when it comes to being trendy. It would be like missing Black Friday sales for these corporations if they don’t take advantage of the hype to be friendly to Mother Nature.

As for Apple, not only did they make their environmental footprint completely public on their website, they also provided a lot of information behind why all these improvements matter and how they are beneficial. By doing so, they have managed to make this information play a larger role in how a consumer chooses between brands. Personally, this information has led me to think what impacts I am making on the environment even as I type this article and that is one of the goals of advertising: to completely change or improve the way a consumer views a product in hopes of influencing the choices a consumer makes.

For those that have already sworn loyalty to the Apple products, this step probably amplified their pride of being a Mac at least 500 percent. Mac users are some of the most passionate people about technology and gadgets out there. What better reason to up that passion a little more and further the spread of what I like to think of as the Appledemic?

I think I’m getting infected. Are you?

blog comments powered by Disqus