“Mother Nature” is actually a brilliant piece of creative—to take a drab corporate report and bring it to life with top-notch storytelling is genius. More brands in the space need to do that. If only they had toned down the self-congratulatory bravado and flexing and not used misleading terms like “carbon neutral,” they would have really hit the mark.
The environmental fine print is not open for debate
One could argue that Apple isn’t doing anything wrong, and their sustainable claims are technically legit. However, we should genuinely ask ourselves whether we really want sustainability to be based on technicalities and fine print. Is the world at risk of “burning down” (more rapidly) if we don’t change how we market sustainability? That’s open for debate.
What isn’t up for debate is this: if we fail to market sustainability with expertise and integrity, it will soon become just another gimmick adorning product packaging.
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