TechDogs-"Midea Group Launches Its First ESG Brand Story With An Unexpected VIP Visit, Highlighting Its Commitment To Sustainability."

Marketing Technology

Midea Group Launches Its First ESG Brand Story With An Unexpected VIP Visit, Highlighting Its Commitment To Sustainability.

By Business Wire

Business Wire
Overall Rating

FOSHAN, China--(  )--Midea Group:


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.

These objectives include achieving more than 500 megawatts of photovoltaic power generation, reducing the intensity of greenhouse gas emissions (scopes 1 and 2) by 0.040, securing Energy Management System certification for 50 factories and achieving 100% of carbon footprint, accounting for the main categories of smart home appliances.

This aligns with the standards for sustainable development reporting in the Global Reporting Initiative (GRI) global reporting standards.

The new report and campaign focus on four dimensions: Protecting our blue planet, Building a harmonious community, Practicing "Bringing great innovations to life", and Co-creating a thriving ecology.

The campaign:

Midea's ESG credentials are comprehensive, but communicating them to a wider audience can be complex and risks appearing uninteresting.

For his first ESG-branded film, it would have been easy to follow convention with a montage of oceans, rainforests and renewable energy supported by a prosaic narration, but to be accepted, entertainment was key.

With this in mind, a narrative-based film was created to tell the story of a factory visit with Midea's most important VIPs. The next generation.

This creative juxtaposition highlights children as VIPs as well as future beneficiaries of your ESG initiatives. Its characters bring the warmth, simplicity and charm that only children can offer, enabling the brand to convey concrete facts with a soft touch.

The film was released globally, on March 28, 2024, on Linkedin, Facebook, X, Youtube.

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 has 5 Global Lighthouse factories and 28 factories with green factory titles nationally.

- It also offers its 190,000 employees a multi-channel talent development system and regularly provides intercultural exchange activities.

- Additionally, the company revealed its plans to invest 140 million RMB in developing education 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. Additionally, Midea Building Technology became part of the SBTi (Science Based Targets Initiative)

- In recognition of its dedication to sustainability, Midea Group has been listed on Forbes' 2023 World's Best Companies for Women list.

The original language text of this announcement is the official authorized version. Translations are provided as a facility only and must refer to the text in the original language, which is the only version of the text that has legal effect.


Lori luo,

First published on Fri, Mar 29, 2024

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