"How would Apple do it?" we all ask ourselves from time to time. Apple has been a role model for advertisers and CEOs worldwide for decades and is probably one of the most talked about brands in the world. Their "2030 Status Mother Nature" spot, released a few weeks ago, is currently causing heated debate in the marketing and sustainability community: Is this the future of sustainability communications? Or just very well done greenwashing?

Attention – speak different

There's no doubt that the spot is getting Apple a lot of attention - the clip was viewed 4 million times in 3 weeks on YouTube alone. This makes it at least a universe away from the classic dusty sustainability report, which is perhaps viewed a few hundred times when things are going very well. Sustainability communication goes mainstream. That could be the good news. One of the world's most admired brands communicates entertainingly about its commitment to sustainability, starring Apple CEO Tim Cook and Oscar-winning Hollywood actress Octavia Spencer. No expense or effort was spared here, and the result is more than respectable. Apple succeeds in packing the sometimes unattractive topic of sustainability into less than 6 minutes in a relaxed manner and with a twinkle in the eye. Respectable performance. However, if you take a closer look at the content of the video, you will notice some missed opportunities and, above all, an intransparent and clearly fragmented reporting.

Materiality - missed opportunity

First of all, it should be mentioned that in its status report to Mother Nature, Apple only talks about goals and activities in the area of the environment. Topics from the area of social responsibility are missing. Is that possible? Don't both areas belong inseparably together in such a status report and wouldn't Mother Nature be just as interested? Working conditions and social responsibility in the supply chain, for example, are completely excluded.

Then, at least for the viewers in Europe, the self-confidently quoted "carbon offsetting" and the tedious carbon-neutral product perspective must come as a violent shock. For in Brussels, a ban on such climate neutrality claims based on offsetting is just being implemented for 2026, pretty much at the same time and in line with the content of the "Green Claims Directive". This means that the "climate-neutral" claim has virtually been burned in Europe.

Overall, the clip is full of seemingly impressive figures, which are well presented by rhetorically skilful questions from Mother Nature or Tim Cook. Whether the figures for water consumption or emissions reductions in transport, for example, are a lot or a little cannot be determined, because the clip completely lacks a framework for comparison or links to recognized standards and regulations.

We miss other topics that should be "hot stuff" on the sustainability agenda, especially in the tech sector. For example, circularity is only touched on with the mentioned use of recycled aluminum in the products, but is missed as a strategic overarching topic. However, this is one of the central weaknesses in their product portfolio: Many new Apple devices have a lower rather than improved repairability. How do they holistically address this central issue? How does Apple plan to reduce technical waste and thus effectively reduce the exploitation of resources?

Important questions and issues are left out, and the very selective presentation of their sustainability agenda without a recognized comparative framework clearly slips into the realm of greenwashing, even though extensive sustainability reporting is available and linked to in the sho

Creative implementation - excellence with asterisk

As far as the creative implementation of the video is concerned, we can only give Apple top marks. With excellent storytelling, casting and execution, the company sets a new benchmark in sustainability communication. The story is entertaining and well told from start to finish. Is it hubris that Mother Nature would in all seriousness deign to visit Apple? A little, probably, yes. But so many more boring spots could have been made to package the content that no one would have cared about.

Apple is sending a signal to other (tech) companies that should not be underestimated. With this clip, Apple sets a benchmark and follows the "Think Different" brand history. In addition, there is the metaphorical and symbolic reference to the announcement "Earth is our only shareholder" of the outdoor manufacturer. Patagonia exactly one year ago. Apple thus puts the brands on an equal footing in an "ideological co-branding". That may be a bit presumptuous, but it's smart.

Empowerment – the bigger picture

A side effect of the excellent storytelling is certainly the good feeling with which the clip leaves the viewer: "They're already doing it. And they're doing it really well. Then I'll have to do less." Apple seems to take all the burden off us as consumers with the commercial. That's deceptive. Aspects that give us consumers transparency, evaluation and decision-making authority are missing. Are there transparent comparison parameters to other competitors and their successes and products? To what extent is Apple operating within planetary boundaries with its goals and metrics? Is their commitment justified and sufficient, given the size and market power of the corporation? How does Apple help us consumers make the right product decisions, return devices to the recycling loop, or save energy? The proud presentation of the "Climate neutral watches" towards the end of the clip only invite the consumer once again to continue consuming (Apple products) thoughtlessly without making an informed decision and critically questioning their own consumption patterns. Now you can say that this is how advertising works, and the combination of product/launch communication and corporate communication is certainly strategically clever. However, it still leaves a pale taste of continued misleading of consumers through distorted factual representations and missed consumer empowerment.

CONCLUSION

In sum, Apple's Mother Nature video is a solid attempt to convey the complexity of the issue in a way that reaches people who aren't professionally involved with sustainability. That's worth a lot. As the Corporate Sustainability Reporting Directive (CSRD) shakes up sustainability reporting, we need new ways and approaches to sustainability communication more than ever. When "real" sustainability information migrates into the financial reporting of companies in a machine-readable form and thus remains virtually out of the public eye, new ways of consumer communication are urgently needed. Especially since the Green Claims Directive, which is also on the way at the EU level, will further restrict sustainability communication and possibly deter companies from speaking out about their sustainability commitment.

On the other hand, Apple unfortunately misses the opportunity to be a real sustainability leader and role model for other large companies with this clip. By celebrating themselves a bit too much for their possibly not so ambitious sustainability roadmap, they unfortunately neglect their responsibility towards the competition, industry and consumers.