A greener apple and everyday activism

3rd May 2007

This is a big win for the Greenpeace “Greener Apple” campaign (which won a webby award recently).

Today, Apple finally responded to their campaign with a letter from Steve Jobs outlining what they are going to do about toxic components, waste and recycling. Greenpeace seem to be delighted.

We’ve noted before that NGOs focusing on corporate targets is a major trend. In part this is due to the declining influence of traditional political targets (such as MPs), the difficulty of reaching senior decision makers in government and the increasing concern companies have about social responsibility.

Perhaps more importantly, it illustrates the fact that activism is becoming embedded in everyday life.

Issues such as climate change, fairtrade, congestion charging, slow food and farmer’s markets all trade on the concept that consumer choices have political and ethical consequences. The more people respond to these ideas, the more willing they are to engage with campaigns like this.