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| 2 minutes read

Unlocking the Power of Creative Communication: Apple's Sustainability Video

Environmental, social, and governance (ESG) issues are at the forefront of corporate responsibility, Apple has taken a bold step by harnessing the potential of video storytelling to engage the ESG-conscious customer. While traditional sustainability reports often fall flat in capturing the attention of a diverse consumer base, Apple's recent video featuring a conversation with Mother Nature, starring Octavia Spencer, brings a breath of fresh air to the world of ESG reporting. 

1. Storytelling Triumphs Over Statistics

Numbers and data, while crucial, can often come across as dry and uninspiring. Apple's decision to weave a captivating narrative with Mother Nature at the helm is a masterstroke. By doing so, they transform what could be a mundane recitation of carbon neutrality and clean energy figures into an engaging story that keeps viewers hooked from start to finish.

2. Infusing Humanity into the Brand

In a world dominated by corporate giants, it's easy for consumers to perceive companies as faceless entities. Apple shatters this misconception by featuring Tim Cook and other employees anxiously awaiting Mother Nature's evaluation. This human touch makes it simpler for viewers to relate to the brand and its sustainability goals, turning Apple into a relatable, compassionate entity rather than just a distant corporation.

3. Injecting Humor and Pop Culture References

References to popular culture, such as "Ted Lasso," and Mother Nature's witty banter inject a dose of humor and entertainment into the video. This lighthearted approach, combined with nods to pop culture, renders the content more palatable and memorable for viewers who might otherwise find a conventional ESG report tedious.

4. The Power of Visual Engagement

Videos inherently possess an advantage when it comes to visual storytelling. Apple's video leverages this advantage with rich visuals, showcasing their products, the forests they've planted, and the symbolic wind representing clean energy. These visuals effectively communicate complex ideas, transcending the limitations of textual reports.

5. Tugging at Heartstrings with Emotion

The concept of not "disappointing your mother" tugs at heartstrings and strikes an emotional chord. The video cleverly taps into the idea that the Earth is everyone's mother, forging an emotional connection that resonates more deeply than a conventional report ever could.

6. Encouraging Direct Interaction

Videos, particularly when shared on social media platforms, encourage direct interactions in the form of likes, shares, and comments. This direct engagement provides ESG-conscious consumers with a platform to feel more involved and voice their opinions or concerns, fostering a sense of community around sustainability.

7. Showcasing Tangible Impact

While sustainability reports typically contain a wealth of information, they might not always emphasize the tangible impact of a company's efforts. The video format allows Apple to underscore specific achievements, such as the number of trees planted or the reduction in water usage. These vivid images leave a lasting impression on viewers.

Apple's innovative video is a compelling testament to the power of creative communication in ESG reporting. By adopting a narrative-driven approach, Apple informs and inspires, capturing the ESG-conscious consumer's attention in ways that a traditional report cannot. As sustainability gains increasing importance in the eyes of consumers, such inventive communication methods will play a pivotal role in bridging the gap between corporations and environmentally conscious audiences.

For more information on how Intertek can help your organization with their ESG Reporting go to ESG Assurance (


esg transparency, sustainability, tsa, marketing