Logo

Midea Group releases its first-ever ESG brand story with an unexpected VIP visit highlighting its commitment to sustainability.

Category: Technology
Posted Apr 1, 2024 09:19 (GMT +7)

FOSHAN, China--(BUSINESS WIRE)--Mar. 29, 2024

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/

Contact:

Lori luo, luory17@midea.com

Distribute your news release with us

  • Print

    unique advertising solution

    Our media lists include news desks at all leading Thai and English-language dailies.

  • Radio & TV

    reliable platform

    We deliver your news to leading Thai radio stations and TV channels.

  • Internet Sites

    cloud computing

    All releases are submitted to Internet news sites, including several with guaranteed pickup.

Our Self-Serve News Release Couldn't Be Simpler

Our streamlined online process makes it simple and fast to submit your news to the Thai media. Once registered, just enter or copy your text into our submission form and you'll see an instant preview with our fee based on the word count, translation, and any attached image. To confirm submission, hit Enter to be taken to our payment processor. Once payment is approved, your release passes automatically to our news desk for translation and dissemination by our skilled and experienced team. You'll be kept informed at each step of the process.

Do NOT follow this link or you will be banned from the site!