nonstop - 10:12 pm on Dec 11, 2012 (gmt 0)
if people didn't care less why did Apple change the conditions?
I think you are wrong, shopping has become much more social now, people are sharing their purchases and products they like and getting feedback from their friends, if the feedback is bad the brand isn't going to do very well.
R.A.K. appeal to the vast (and ever-growing) number of consumers who make up GENERATION G (that’s G for Generosity not Greed). Disgusted with big, arrogant, sloppy and out of touch institutions, fed-up consumers around the world increasingly expect businesses to be socially, ethically and environmentally responsible:
71% of people “make it a point to buy brands from companies whose values are similar to my own.” (Source: Young & Rubicam, August 2010.)
In 2006, ‘strong financial performance’ was the third most important factor for US consumers in determining corporate reputation. By 2010, financial returns had fallen to the bottom of Edelman’s rankings, while ‘transparent and honest practices’ and ‘company I can trust’ were the two most important. (Source: Edelman Trust Barometer, 2010.)
87% of UK consumers expect companies to consider societal interests equal to business interests, while 78% of Indian, 77% of Chinese and 80% of Brazilian consumers prefer brands that support good causes. (Source: Edelman, November 2010.)
The link with R.A.K.? Members of GENERATION G are also left cold by old-school business priorities and formalities. With sharing, creating, discussing and collaborating for many becoming a way of life (both on and offline), people want and expect interactions to be genuine and enjoyable. And yes, that includes interactions with brands.
Meaning R.A.K. reach out to those consumers craving ‘human’ brands who show not generosity, but acts of compassion, humanity, or even just some personality.
source: [trendwatching.com ]
consumers are getting ever more demanding, and their demanding more from the big brands just selling a product the same as everyone else isn't enough.
Maybe in the USA people aren't bothered, the USA is a much more capitalist society where it's all about the bottom line.
In the UK the group 38degrees has called for a boycott of Amazon, this group has over 1 million members and raises more than £1 million in donations each year. This is just one group calling for this in the UK! and their targeting social media to spread the word. Then there are other groups , newspaper articles, forums and headline news stories on a time when the UK is being told it will face another 6 years of austerity at the same time these companies are ripping off the British people by not paying tax. 5 years ago nobody would have cared.