Midea Group releases its first-ever ESG brand story with an unexpected VIP visit highlighting its commitment to sustainability.
28 Marzo 2024 - 7:39PM
Business Wire
Midea Group:
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240328526418/en/
Background:
Midea Group, a leading global technology group, recently
released its 2023 Environmental, Social, and Governance (ESG)
Report with ambitious sustainable development goals set for
2030.
They include achieving over 500 megawatts of photovoltaic power
generation, reducing greenhouse gas emission intensity (scopes 1
and 2) by 0.040, secure Energy Management System Certification for
50 factories, and achieve 100% carbon footprint accounting for
major categories of smart home appliances.
This is aligned with the Sustainable Development Report
Standards of the Global Report Standards of the Global Reporting
Initiative (GRI).
The new report and campaign focuses on four dimensions: Protect
the Blue Planet, Build a Harmonious Community, Practice 'Bring
Great Innovations to Life', and Jointly Create the Prosperous
Ecology.
The campaign:
Midea’s ESG credentials are comprehensive but communicating them
to a wider audience can be complex and run the risk of sounding
dry.
For its first-ever ESG brand film, it would have been easy to
follow convention with a montage of oceans, rainforests, and
renewable energy supported by a prosaic voiceover but in order to
cut through, entertainment was key.
With this in mind, a narrative based film was created telling
the story of a factory visit featuring Midea‘s most important VIPs.
The next generation.
This creative juxtaposition highlights kids as VIPs as well as
future beneficiaries of its ESG initiatives. Their characters bring
a warmth, simplicity, and charm only kids can provide, allowing the
brand to deliver hard facts with a soft touch.
The film was launched globally on 28 March 2024, across
Linkedin, Facebook, X, Youtube platforms.
With its unwavering commitment to sustainability, Midea Group is
well-positioned to continue leading the way towards a greener and
more sustainable future.
Additional Midea ESG facts:
- Currently, Midea boasts 5 Global Lighthouse factories and 28
factories with the national-level green factory titles.
- It also provides its 190,000 employees with a multi-channel
talent development system and regularly provides cross-cultural
exchange activities.
- Additionally, the company has revealed its plans to invest RMB
140 million towards education development in local communities.
- As a globally responsible citizen, Midea Group aims to support
the United Nations Sustainable - Development Goals (SDGs) and has
joined the United Nations Global Compact organization. Furthermore,
Midea Building Technology has become a part of the SBTi
(Science-based Carbon Targets Initiative).
- In recognition of its dedication to sustainability, Media
Group was listed in Forbes' World's Top Companies for Women in
2023.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240328526418/en/
Lori luo, luory17@midea.com