I have, since around 1990, oriented the way I live my life around the question, “Is this good for the health of the Earth?” Those that know me would probably agree with the suggestion that I’m a bit extreme in that regard. The way I look at it is that it is, fundamentally, a question lived ethics and survival. What we do everyday impacts not only our future survival but the survival of countless other species with which we share the planet. Our choices thus far have been leading us to the extinction of other species and quite possibly our own. Our time on this planet does have an expiration date. One day humans will no longer exist on this planet. That’s a given. But will we end our time here prematurely due to poor behavior? Increasingly it looks as though we will.
I have long argued (as many have) that capitalism is incompatible with the longterm health of the planet. As an economic system it is focused on profit and specifically short-term profit. Corporations have demonstrated time and time again that they don’t do well when it concerns the environment and questions of human social justice. In the past ten years Apple has begun to demonstrate that it is possible continue making a profit even as it undergoes a dramatic shift in it’s social and environmental impact from a negative to a positive. Apple isn’t just minimizing its negative impact but is attempting and succeeding at creating a significant positive impact.
In recent years as it makes these changes it has made an effort to communicate to the public what it is doing. On the face of it it’s pretty easy to dismiss as the usual greenwashing that many companies engage in when they care about that aspect of how they appear to the public. In other words, marketing. But here’s the thing, Apple has gone so far in changing the way it operates that it no longer appears to be trying to convince the public that it is a good corporate “citizen”. They have seemingly made it a part of their mission to set the bar of conduct at a new level. This is a sustained effort to shift the fundamentals of the company from one that prioritizes profit to one which puts environmental impact on an equal footing.
In the lead-up to Earth Day 2017 we’ve seen a push by Apple to share what it’s been doing in these areas. In past years they have done the same but with each passing year as the scope of their commitment deepens it seems to be a shift from corporate marketing to one in which Apple sees a “teachable moment” and is educating the public not for it’s own benefit but for the public good. They are setting an example not just for corporations but even for citizens and governments. They aren’t just meeting the too-low requirements and goals set out by governments. They are exceeding them and raising the bar and not just by a little. And then they are saying to the world, do better. Do much better.
A day or so ago John Gruber of Daring Fireball and The Talk Show published an interview with Lisa Jackson, Apple’s VP of Environmental Policy. I remember when Lisa Jackson moved over to Apple having served 4 years as head of the EPA under Obama. At the time I just figured, oh, the usual high-level corporate/government revolving door. I didn’t pay much attention to her. But listening to that interview I can only say that I am really impressed. She’s a fantastic asset to Apple as well as an excellent STEM role model who also addresses the connection between STEM and our social and ecological problems and needs. I’ve listened to it twice and might give it a third go. She offers some fascinating details about how Apple operates in relation to resources.
As an activist who protested Nike in the late 90s for it’s overseas labor policies I was keenly aware that Apple was having it’s own labor issues in the early 2000s (and probably before). I began paying attention then to both the labor and environmental practices of my favorite technology company with some hope that they would “Think Different” in their dealings with the world around them. They have not disappointed. While progress was made when Jobs was at the helm their move towards greater social and environmental responsibility really increased when Tim Cook took over. The focus on the social and environmental responsibility has intensified greatly over the past 5 years. This interview is an excellent summary of those changes. But what is truly breathtaking is the scope and depth to which they have gone.
It’s easy these days to become mired in a mix of hopelessness, despair, frustration and disgust. Our political system seems equal parts corrupt, inept, and circus. On the issue of climate change the U.S. has proven largely ineffectual and confused. From the public to government to business, we’ve made little progress at far too slow a rate. It seems very likely that we are past the point of no return and that all there is to do now is adapt and attempt to minimize what now seems to be inevitable. But I listen to this interview and not only am I inspired but I’m embarrassed that it is a company… a capitalist enterprise that is actually leading the way, that is setting the best possible example not only for other companies but for citizens. As someone who has long considered himself an activist (of sorts) I suddenly feel a bit ashamed of my despair. That might not be exactly it or quite the best way to put it but it’s close.
Also, Apple has put together four videos for Earth Day 2017. Good stuff.
And yet another bit of Apple and the environment bit of news, Macworld reports that Apple will return heat generated by data center to warm up homes:
Apple is building a new data center in Denmark, and it has some interesting ideas on how to power the data center with renewable energy, while also giving back to the community.
Excess heat generated by the data center will be captured and returned to the local district’s heating system, which will warm up homes in the community.
This is just one example of many that illustrates the scope of commitment that Apple is making to this effort. This is exactly the sort of project that Lisa Jackson is describing in the above linked interview with John Gruber.
Last but not least, Apple is set to move into it’s new headquarters, Apple Park. Much work is still being done but April was to be the month that employees started moving over. To say that I’m impressed with Apple Park would be a huge understatement. From native and edible landscaping to the heating and cooling to the local energy production, it is, by all accounts, the standard for large scale green architecture and landscaping.