How Sustainability Became Serious Business

Sustainability is getting mainstreamed. And CSOs in Indian companies have a hefty role to play

- Sayantan Bera

Apple Inc., the largest company in the world by market capitalization, released an intrepid commercial this September. In the film, which garnered over four million views on YouTube, senior Apple executives, including chief executive Tim Cook, is seen nervously preparing before a meeting with the proverbial Mother Nature.

“This is my third corporate responsibility gig today, so who wants to disappoint me first?" Mother Nature asks, condescendingly.

A few minutes later, she calms down after the Apple team briefs her on the steps taken to make its operations less damaging to the environment. Eliminating plastic packaging by end-2024, using 100% recycled aluminium in its products, running on clean electricity, and transporting more products by ocean rather than air which reduced transport emissions. Plus, the promise that all Apple devices will have a net zero climate impact by 2030.

A product is considered net zero when greenhouse gases emitted during production and distribution is negated by adopting emission reduction measures, in addition to steps like planting trees which offsets emissions by absorbing carbon dioxide from the atmosphere.

“Ok! Good! See you next year," a pleased Mother Nature says before walking towards the exit. The team members breathe a sigh of relief.

The promotion by Apple underlines that environment, social and governance (ESG) objectives are no longer only about regulatory and legal compliance. Mindful consumers, especially in developed markets, are pushing for cleaner and greener products. Investors, too, are keen to see businesses take steps to reduce their carbon footprint and prepare for a rapidly warming world, though they are less willing to accept lower returns.