Black Friday and the holiday shopping season can bring out the worst in people. From forcing people to work on Thanksgiving, to trampling each other for that Xbox or iPod, the holidays can be more about selfishness than giving. Apple is trying to change that.
Starting today and going through December 7, Apple will donate all proceeds from the purchase of 25 RED based apps. These apps range from Angry Birds to Farmville 2. Proceeds will go to RED, a charity started by U2 lead singer Bono in 2006 to combat, and eventually eliminate, the spread of HIV/AIDS. On December 1, World Aids Day, Apple will donate a percentage of all App store and online purchases to RED. And during Black Friday, a day when many will literally be fighting over the next big toy or gadget, physical and online Apple stores will offer customers buying certain Apple products (I don’t know what products they are) a RED gift card. Portions of this gift card will go to the Global Fund. The Global Fund aims to give antiretroviral treatments to AIDS patients throughout Africa, the continent hardest hit by the epidemic. Deborah Dugan, CEO of RED, hopes that Apple’s involvement will encourage other major corporations to step up.
While this is part of Apple’s push to step up it’s image, I enjoy reading stories like this. That’s why I’m talking about it now. I read so much about what’s wrong with this time of year that I don’t care what Apple’s reason is for their contribution to RED/Global Fund. I’m just glad it’s happening. I hope other technological companies, and other companies in general follow suit in the next 32 days, not just to this issue, but other social ills facing our world. Many corporations generally don’t have a good reputation today. So to see them rolling their sleeves to combat homelessness, AIDS, cancer, poverty, and other ills will make them look a lot better. Plus, it’s just the right thing to do. Not just this time of year, but all times of year. ?What would it look like if all corporations did their part this holiday season?