corporate citizen contributes enormously to the overall wellbeing of the planet. Therefore, this company that has 203 subsidiaries in 75 countries has put in place practical plans, measurement tools and evaluation mechanisms that ensure that the global community stays on track.
“At Samsung we take our role of being a responsible corporate very seriously. We are aware that energy and water are some of the natural resources that are depleting and therefore need to be preserved and used in a responsible manner. It is for this reason that we keep developing and delivering innovative, smart, energy-efficient products,” says Dr Michelle Potgieter, Head: Corporate Marketing and Communications.
According to Potgieter, today’s consumer is educated and knows what to expect; therefore, Samsung’s products are aligned to that informed expectation. Also, she strongly highlights the fact that Samsung’s products are smart both in looks and performance because they are developed in such a manner that they appeal to the eye as they deliver a great service. “As we develop our products, we keep natural resources such as energy and water in mind,” articulates Potgieter. “Take Samsung’s newly launched Deep Foam washing machine with ecobubbleTM technology as an example of our smart and innovative approach. This machine is a triple saver: it saves the consumer money, water and energy because it has a cold-wash option – what an innovative and noteworthy step towards a greener future,” says Potgieter.
Waste reduction is also a major focus area for Samsung. Since the company launched its green-management strategy, waste reduction has been impacted positively; hence, in 2010, Samsung was listed in the Dow Jones Sustainability Index (DJSI) after being applauded for its efforts in respect of green management. Contrary to popular belief, Samsung is not an organisation that opts to view responsibility as a value that compromises smartness and creativity.
Sharing Is Caring
Samsung does not only focus its efforts and hard work on selling innovative products, but also plays a significant role when it comes to educating and enriching communities, because it believes that this is an obligation which benefits the global community and the planet. “Our brand is the most important asset, and The concern, however, is the manner in, as well as the rate at, which human consumption is affecting the environment, leading to increasing temperatures and therefore impacting the earth’s atmosphere – and that is a major problem. it consists of committed people, innovative products and excellent service,” Potgieter proclaims. “We value our brand. Every activity we carry out has to enhance the brand. We continue to receive several accolades and that is because we strive to deliver a combination of excellent service and great products. It is important for us to ensure that our customers experience a smarter life with no limitations. We also help our customers to optimise their time and save energy whenever they utilise a Samsung product.”
Under Samsung Hope for Children Africa, Samsung plans to provide education and medical support for 5 million children by 2015. Samsung continues to ensure that its brand is always relevant to the market by continuously reinventing leading and innovative products which are supported by a reliable, caring service. People are also important to Samsung. Therefore, bringing people together in and outside the company is an absolute key focus area. AllShare technology, which keeps all Samsung smart devices seamlessly and effortlessly connected, is just one way which demonstrates this commitment of bringing people together.
From a campaign perspective, Samsung constantly engages its consumers on a number of levels and will continue to find innovative ways of approaching the market through different platforms. Samsung, an organisation that employs almost 227 000 people, is part of the 49m initiative. As it moves forward on its well-paced journey of taking the world in greener directions, it continues to roll out its green-management strategy towards 2030.
Some organisations are still finding their feet in this green space, while others are not just at a formulation stage but are at an advanced implementation phase and are already able to proudly demonstrate the outcomes of their efforts. One such company is Samsung. This successful, leading manufacturer of consumer electronic goods – which, according to Interbrand’s Best Global Brands Report for 2012 – stands in ninth place, formalised its going-green management strategy in 2009. This strategy focuses on three impactful areas: energy, water and waste reduction.
Samsung does not just perceive itself solely as a manufacturer of innovative products and solutions that are changing the consumer electronics industry; it also believes that its role as a significant
GOING GREEN | Leading the Way to Greener Pastures