Greener Apples, but are they good enough?

Back in January I wrote about Greenpeace’s amazing campaign to make Apple go green, which encouraged Apple users to work together to persuade the company to improve it’s nasty environmental record.

Now, it seems, they are listening. Steve Jobs has announced that Apple will be removing toxic chemicals and introducing recycling programs (in the US anyway). From his announcement:

It is generally not Apple’s policy to trumpet our plans for the future; we tend to talk about the things we have just accomplished. Unfortunately this policy has left our customers, shareholders, employees and the industry in the dark about Apple’s desires and plans to become greener. Our stakeholders deserve and expect more from us, and they’re right to do so. They want us to be a leader in this area, just as we are in the other areas of our business. So today we’re changing our policy.

This certainly is good news. Apple have shown that they do listen to their customers, and are willing to become a more environmentally friendly company.

But is this enough? I don’t think so.

We are entering a new marketing era. The truly excellent green marketers will be environmentally pro-active, designing and manufacturing products and services that are green to the core. Not just because their consumers ask for it, but because really, it is the only choice. Apple’s decision to go green may be a step in the right direction – but it’s still a reactive move.

We’re going to see some amazing new companies that are hugely successful by launching products that are irresistible and green (yes, the two can exist together). Doing anything else just wont cut it anymore.

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