LG's Good Life Strategy - Green Production
LG Electronics, which released the world's first Code Division Multiple Access (CDMA) mobile phone in 1996, has made itself a strong leader in mobile telecommunication and many other home appliance markets ever since. Now LG is doing it a little differently, in a greener manner.
Not only state-of-the-art technologies but also environmentally-friendly strategies are critical for LG's new product development.
For example, in 2006, LG Electronics stopped using six toxic substances – Pb, Cd, Hg, Cr6+, PBB, PBDE - which the European Union advised against in 2003. The principle is also applied to the production of LG’s new cell phones, such as the GR500 and LX265. Even for manufacturing cell phone accessories, LG is trying not to use such hazardous materials as bromine and chlorine. Also, in order to prevent unnecessary energy loss from consumers, LG is developing phone chargers which suck up less standby power.
LG Electronics makes the best use of smart energy savings for the production of its LCD and Plasma TVs. LG's self-made EyeQ Green technology has enabled a TV with a built-in micro sensor to adjust its brightness depending on the surroundings, helping cut down energy use and protecting viewer eyes at the same time. Also through standardizing parts and renovating inner body assembly, LG TVs minimized their size and volume. Its new LCD and Plasma TVs weigh approximately 25 percent less than previous models. The LCD monitor in particular has reduced its conventional level of vampire power usage and ordinary power usage by 70 percent and 50 percent, respectively.
Whisen, LG's air conditioner which recorded the largest sales in the global market for the eighth consecutive year, has introduced a new term in the global air conditioning market - life conditioning. In addition to the conventional cooling function, Whisen now heats up the room, cleans up the air and dehumidifies as well. LG also released Hybrid XEO, a system air conditioning unit, which uses underground energy as main power resource. It has proven to have cut down CO2 gas emission as much as 32 to 50 percent.
In addition to developing new environmentally friendly electronic appliances, LG has delved into collecting exhausted products and enhancing their recyclability. For example, LG launched in 2008 so-called Take-back & Recycling program in the U.S. cooperated by the country's leading recycling enterprise Waste Management. The program can recover all disused LG products in the country, according to LG. To shoot up the retrieval rate of cell phone wastes, the company introduced postal recovery service as well, through which consumers can contribute to recycling voluntarily.
LG has been launching various green campaigns at domestic and international levels. It not only provided industrial support for the 10th Ramsar Convention held in South Gyeongsang Province, Korea, but also hosted an international environment conference in Dubai, with the cooperation of the United Nations Office for Project Services (UNOPS) and the United Arab Emirates government in 2008, through which the tree parties – LG, UAE government and the UN – adopted a Green Protocol and pledged to proactively cooperate for greener environment.