Investment Group Pushes for a Greener Apple

Dennis Faas's picture

The next Apple shareholders' meeting will bring new pressure for the company to adopt more environmental purposes. And the benchmark for the new green standard is none other than the company's archrival, Dell.

Trillium Asset Management is asking Apple shareholders to support a motion that would hold the company accountable for its environmental practices, by requiring the company to create a schedule for eliminating toxic materials from its hardware products. (Source:

"Consumers have grown to expect more from Apple, a leader in product design and innovation," said Shelley Alpern, a VP at the investment firm. "Are we falling behind in the arena of greening our products?" (Source:

So it seems; Trillium says that Apple has stalled its efforts toward environmental responsibility. As a result, it is asking Apple to stop using brominated flame retardants (BFCs) and polyvinyl chloride plastic (PVC). The two materials have the ability to leak dangerous chemicals into the air. (Source:

Apple's track record on environmental issues is far from stellar. The Cupertino-based company has been a frequent target of Greenpeace activists. Greenpeace recently ranked Apple last in its "Guide to Greener Electronics." They also gave Apple a low score on the Greenpeace environmental report card. (Source:

Despite its negative public image on the issue, Apple doesn't seem to want to go green. Trillium says that Apple has been dragging its heels on environmental responsibility. (Source:

But what if shareholders don't agree to support the motion to hold Apple accountable for its lack of environmental integrity? Apparently, not much. Trillium says that it does not have a backup plan yet if shareholders don't support the motion. However, the group seems confident. "One of the interesting aspects of this issue is that enviro-celebrity Al Gore is on the Board of Directors of Apple," said the spokesperson. (Source:

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