LG Electronics expands global 'Life's Good' campaign with community initiatives

LG Electronicss US employees installed over 150 handmade bird nests at corporate facilities Courtesy of LG Electronics — American employees of LG Electronics install handmade bird nests at corporate facilities. Courtesy of LG Electronics

SEOUL, May 14 (AJP) - LG Electronics is broadening the reach of its global brand campaign, “Life’s Good,” with a series of initiatives aimed at fostering environmental stewardship and social engagement across several continents.

In the United States, LG’s North American headquarters in Englewood Cliffs, N.J., has taken a hands-on approach to urban ecology. Employees recently installed more than 150 handcrafted bird nests on company grounds and at their own residences, offering shelter to birds that have been displaced by urban development.

Additionally, the company expanded its pollinator garden on the New Jersey campus, planting over 100 species of native plants. The garden, now recognized as a Certified Wildlife Habitat by the National Wildlife Federation, is the first of its kind established by a Korean company in the United States.

These actions, LG said, reflect its broader environmental, social and governance (ESG) strategy, which it has framed under the vision of “Better Life for All.”

The campaign also extends beyond environmental efforts.

In Central Asia, LG Kazakhstan hosted educational events at two universities in Kyrgyzstan, engaging approximately 300 students. The sessions explored the core tenets of the “Life’s Good” philosophy, emphasizing the role of optimism in personal development and social innovation, as well as the ways in which technology can enhance daily life.

Company officials describe the campaign as a reflection of LG’s evolving corporate identity. In 2023, LG redefined its brand direction, seeking to align its core values with global movements for sustainability and human well-being.

“The ‘Life’s Good’ campaign is a journey beyond a simple brand slogan to create positive change together with customers,” a spokesperson for LG Electronics said in a statement.

The company added that it intends to continue supporting initiatives around the world that embody its commitment to a more sustainable and optimistic future.

Candice Kim candicekim1121@ajupress.com