Expanding contact points with Mexican YG generation customers… Enhancing future growth brand image Recently, citizens are donating used clothes to the collection box installed at the LG Electronics Mexican branch office. /LG Electronics
[더팩트ㅣ이성락 기자] LG Electronics announced on the 16th that it will launch an ESG (Environmental, Social, and Governance) campaign in Mexico with the YG (Young Generation) generation to achieve a ‘better life for all’ centered on clothing upcycling.
LG Electronics will be the only home appliance company to participate in Design Week Mexico, which will be held in Mexico City until the 3rd of next month, and will launch a clothing upcycling campaign with the University of Iberoamerica, a leading local private university.
The company installed used clothes collection boxes throughout Mexico City, including the Design Week Mexico exhibition hall, Ibero University campus, and LG Electronics Mexico office. We plan to clean the collected clothing, upcycle it into goods such as tote bags and dolls, and donate it to a local non-profit organization.
On the 15th, an upcycling workshop was held for students at Ibero University. At the workshop location on campus, premium home appliances such as a clothes management styler, an Instaview mood-up refrigerator, and a one-body washer and dryer wash tower were placed so that students could naturally experience LG Electronics products.
LG Electronics also shared ESG values by inviting Ibero University students to the ‘Design House’ exhibition hall at Design Week Mexico, which was created under the theme of ‘Sustainable Life’. At the design house, LG Electronics products that harmonize with luxurious interiors, such as wash towers and art cool air conditioners, were displayed.
This campaign was planned to expand contact points with Mexican YG customers and enhance LG Electronics’ future growth brand image.
According to a global consumer trend survey by Euromonitor, a global market research firm, Mexico is a country with a higher national awareness of sustainable living than the global average. In particular, among the YG generation in Mexico, ‘sustainable life’ such as sustainable fashion, used clothing trading, and flea markets are emerging as a major interest.
LG Electronics plans to spread the sustainable lifestyle that LG Electronics pursues in Mexico by running a campaign on topics of great interest to the local YG generation. We plan to steadily expand the campaign in Mexico, including creating a customer experience space for the YG generation and expanding collaboration with universities.
Ryu Joo-hyeon, in charge of LG Electronics H&A Brand Communication, said, “We will spread LG Electronics’ sustainable life to the YG generation who are growing into leaders in each field in Mexico and continue various ESG activities for a better life for everyone.”
