We’re a short-sighted people. We like to consume, and we want our goods in nice packages — oftentimes individually wrapped. But where do these things end up? Who cares — out of sight, out of mind, right? (If you care to know what happens to those plastic Coke bottles tossed away without a second thought, it’s not pretty).

You can throw research, facts, figures, and disturbing images at people all day but it’s still unlikely they’ll kick their habits. So what can be done between now and actual catastrophe? (Or: how can we continue to sell more stuff while making people feel better about consuming?) Most companies are touting all-new “green” initiatives.. and most of it is marketing gimmick.

But Apple is one company that has actually put their promises in practice. I was in need of a mouse a few weeks ago, and noticed a very lightly-packaged product amidst rows of oversized blister packs (you know, those annoying, molded plastic containers that require nothing short of a box cutter to open).

It was the new Magic Mouse, and the packaging — or lack thereof — was simply refreshing.

This philosophy doesn’t end with the mouse. Apple claims a reduction in notebook packaging with almost every new generation and has consistently moved up the ladder on both EPEAT and Greenpeace guides.

“Except for the small amount that’s been incinerated—and it’s a very small amount—every bit of plastic ever made still exists”  — Our Oceans Are Turning Into Plastic

It’s time to realize that sustainability is not extra credit. It’s not marketing buzz nor some government conspiracy to steal away profits. It’s the cost of doing business, period. And as more and more companies are discovering, it’s good business.

This entry was posted on Thursday, November 12th, 2009 at 6:00 am and is filed under Community, Design, Random. You can follow any responses to this entry through the feed. You can leave a response, or trackback from your own site.