Reputation Management Online

Greenpeace, in its effort to “ensure the earth’s ability to nurture life in all its diversity” is now pinning on its efforts for some very important issues. By gunning for Nestle’s palm oil source and naming their popular product as Killer (Kitkat), Greenpeace has raised its voice for literally anything it feels is just non-earth-friendly.

Greenpeace is now aiming to highlight Apple’s ipad mobile devices which according to them rely on cloud computing and may contribute to global warming. It has also taken on other IT giants like Google, Facebook, MSN to be contributing their share towards critical climate-change. As of now it seems that Greenpeace has drawn a dotted line between the Apple’s ipad and global warming.

Greenpeace acknowledges the fact that if both the data centers and the telecommunication networks that are the two key components of the cloud continue to grow at current alarming rates, then by 2020 the electricity consumption would be half the current in the United States or more than France, Germany, Canada and Brazil combined. So with the growing cloud-computing needs in preparation for the iPad and with Apple purchasing a data center in South Carolina which is much larger than its existing facilities, Greenpeace feels that it needs to ask some important questions.

“Apple is the master of promotion, and while we marvel at the sleek unpolluted design of the iPad, we need to think about where this is all leading and how like all good surfers we can make sure our environment stays clean and green.”

Greenpeace seems to be going for a double-dip by either picking the largest brands when they are getting an exposure in the market and thereby earning another green money or is it that as an original green company it is focusing on the world issues like global warming that raises environmental issues to public knowledge? From a reputation management point of view, we feel that Greenpeace need to come out clearly on social platform that it’s not after “Apple” or “iPad,” but want to debate something very important; Global Warming.

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