Apple's Lisa Jackson explains the effort tone greener is a never ending story

Some think being carbon neutral for power consumption is the end game. But data centers consume much more resources than power. The IT equipment is refreshed every 3-5 years. Sometimes quicker. How much of that IT gear is recycled? Hard drives are destroyed to protect data.

For a long read the Independent has an interview with Apple’s Lisa Jackson.

That simple, economic argument is cutting through, she says, and Apple’s leadership is also being pushed by those who work for the company. It is not simply good economic sense to be environmentally friendly, she suggests, but a change that is demanded by the young and engaged workers of Silicon Valley and elsewhere.

When you have an executive like Lisa Jackson reporting to the CEO Tim Cook in charge of sustainability the green effort is not simply a marketing message. It is part of who they are.