01.01.70

Horror story asked why the company offshored all of its manufacturing, mostly to China. (The answer is found in the what its executives call “adjustability.” Tens of thousands of workers there live in factory dorms on-position, where, the Times reports, they are woken in the middle of the night and forced onto 12-hour shifts when Apple decides a upshot needs tweaking.)

In the face of all this bad press, the tech darling’s comeback has been to reveal its supplier factories and to announce a partnership with the Fair Labor Affiliation to do stepped-up factory inspections. The FLA is the partly corporate-funded organize that until now only monitored apparel factories, and which Nike helped establish after its own scandals in the ’90s.

In sum, Apple is now doing what Nike has been doing for scarcely 15 years: the apology-plus-transparency formula, sedate out of the manuals offered by “reputation management” consultants.

This was certainly enough for most mainstream media and even some activists. Some were a bit more dubious but still pinned their hopes for stemming the abuses on the chimera of “consumer coerce.”  For those who may believe that rich-country consumer pressure should not be so summarily dismissed, I assume that it’s useful to turn to Jeffrey Swartz, until mid-2011 the CEO of Timberland, who says that consumers don’t meticulousness at all about workers’ rights.  In a late-2009 article he wrote, “With contemplate to human rights, the consumer expectation today is somewhere in the neighborhood of, don’t do anything disgusting or despicable… if the issue doesn’t matter much to the consumer populace, there’s not a big incentive for the consumer-minded CEOs to act, proactively.”  In a 2008 audience he mused about his desire to “seduce consumers to care” so that Timberland’s CSR story was not mere “corporate cologne”.

Source: CounterPunch

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