Dell today announced a new partnership with actor, filmmaker, entrepreneur and sustainability champion Adrian Grenier, who will become the company’s first social good advocate. In this role, Grenier will collaborate with Dell to promote healthier, more sustainable choices and actions through digital storytelling and advocacy.

The partnership is designed around Dell’s continuous efforts to address ever-increasing resource strains and increasing demands for technology. Over the next 30 years, the global population is expected to add 3bn people to the middle class –mandating innovative collaboration between corporations and individuals to change behaviour and lessen that growth’s environmental toll.

In this spirit, Dell and Grenier will team-up to help inspire consumers to take collective action in increasing sustainable practices. The partnership will shine a spotlight on Dell’s 2020 Legacy of Good goals including advocating responsible recycling, helping Dell collect 2bn pounds of e-waste to source plastics for new Dell products, and other joint initiatives to leave our planet and communities a better place than when we found them.

“We have made significant progress since launching the 2020 Legacy of Good Plan over a year and a half ago, and Adrian’s credibility and passion in this space make him a fitting ambassador to further Dell’s sustainability efforts,” said Trisa Thompson, vice president of corporate responsibility at Dell. “We are thrilled to collaborate with Adrian, a trusted voice among conscious consumers, to extend the conversation to a broader audience.”

With his deep involvement in sustainable matters, Grenier will bring a unique perspective and added relevancy to a wider audience. With a background in digital storytelling, Grenier’s latest eco-focused creative pursuit comes in the form of a search for ’52: The Lonely Whale’, a campaign seeking to raise awareness for ocean noise pollution. He also founded Shft.com, a content platform advocating sustainability through film, design, art and food. He previously produced a television series, Alter Eco, which aired on the Discovery communications channel, Planet Green, and featured Grenier and a team of green experts showing changes that can be made to live a more eco-friendly and sustainable lifestyle.

“With our mutual interest in driving sustainability in business, film and music and supporting entrepreneurs, the partnership with Dell was an organic fit,” said Adrian Grenier. “Conspicuous consumption gets plenty of attention in our culture already. We’re going to work together to make conscious consumption sexy.”