Greenpeace, Apple and spreading the love

Greenpeace recently released a global environmental rating of major electronics firms and Apple has failed to address the growing issue of toxic chemicals in their products and electronic waste (e-waste). They received 2.7 out of 10 possible points. The fact is there are a lot of other companies in the firing line for e-waste. But I guess Apple has attracted the most attention because people expect better from a company that’s iconic in the things it stands for.

Elizabeth Grossman says in this article in Dallas Morning News

Information Age technology has linked the world as never before, but its debris spans the Earth as well. Toxics released in China’s primitive e-waste recycling have poisoned water supplies with chromium, lead, mercury and other metals and have sent harmful particulates into the atmosphere. Synthetic chemicals used in high-tech electronics are turning up in food and people all around the globe.

Meanwhile, Greenpeace is running a campaign to get Apple to think about its e-waste policy. Their approach is interesting. Instead of ranting at Apple, they are appealing to it.

We love Apple. Apple knows more about “clean” design than anybody, right? So why do Macs, iPods, iBooks and the rest of their product range contain hazardous substances that other companies have abandoned? A cutting edge company shouldn’t be cutting lives short by exposing children in China and India to dangerous chemicals. That’s why we Apple fans need to demand a new, cool product: a greener Apple.

The campaign visuals are bright and attractive and play on Apple brand names like iPod and Mac. From the site, you can write to Steve, spread the word or come up with your own creative campaign ideas. Many of those already listed include online networking tools and social software like Digg, Stumble Upon and, of course, blogging.

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