Innovative corporate social responsibility has sustainability at core

By Zhuan Ti | China Daily | Updated: 2017-04-18 07:27

As one of the world's leading premium automakers, BMW integrates sustainability into its entire value system and views it as the core to its strategic corporate social responsibility in China, according to the company's senior executives.

Johann Wieland, president and CEO of BMW Brilliance Automotive, said that the carmaker aims to achieve sustainable development that balances its corporate, social and environmental responsibilities.

He said the goal is in line with the Chinese government's commitment to reach a balance between the economy, environment and society issued in the 13th Five-Year Plan (2016-20).

"We consider ourselves a member of the Chinese community. And we see sustainability as the key to our continued success - how we can contribute to China's sustainable development," he said.

Last year, BMW upgraded its CSR strategy in China to being strategic rather than donation-based, which focuses more on social mobility and safe and sustainable mobility.

"Instead of one-off charitable donations, our new CSR initiatives leverage BMW's resources and core competencies to address key social issues, focusing on the promotion of social mobility and safe and sustainable mobility," Wieland said.

Social mobility

Launched in 2007, BMW China Culture Journey is the first CSR program in the auto industry to promote the inheritance of intangible cultural heritage. Over the past 10 years, the project has visited more than 270 intangible cultural heritage items in 21 provinces and cities, with over 16 million yuan ($2.32 million) in donations to 90 intangible cultural heritage items and research projects.

Under BMW's new strategic CSR plan, BMW China Culture Journey has upgraded from direct financial support to platform assistance with various resources. Wieland said: "We believe that it's better to teach a man to fish than to give him a fish."

The project has set up three public platforms for protecting intangible cultural heritage items: a discovery platform for items and inheritors, an innovation platform to explore innovative models of protection and an access platform to integrate items into modern life.

As one of BMW's flagship CSR programs in China, 2017 BMW China Culture Journey provides a CSR platform for public to know and experience traditional Chinese culture based in BMW Experience Shanghai. Provided with various activities such as exhibition of Chinese traditional crafts and innovative artworks, as well as interactive workshops and handicrafts DIY sessions, the public can further witness BMW's innovative thinking and traditional Chinese culture.

In terms of school education, BMW has joined hands with its dealers and customers across China to create opportunities for impoverished children in rural areas through the BMW JOY Home Children Care Program.

Through long-term donations and various forms of activities, the program not only sends the necessary hardware equipment for left-behind children, but also brings spiritual care for healthy growth.

By the end of 2016, 50,000 children from 56 JOY homes had benefited from this initiative in 28 provinces and cities.

Safe and sustainable mobility

Over the past decades, BMW has focused on road safety and launched the nationwide project BMW Children's Traffic Safety Education in 2005.

Last year, the project innovated in terms of content, design and programs, and provided specific modules for parents and children.

It covers issues regarding children's traffic safety, such as child safety seats and knowledge around driving.

On Aug 25, 2016, the first BMW CTSE Experience Center opened in the Shenyang Science Centrum.

It is BMW's first public indoor fixed center and the first non-profit children's traffic safety experiential venue in Northeast China. Another innovative project is the BMW Next Mobility Youth Camp, which encourages young people to design and plan future travel to support safe, green and efficient transport in Chinese society.

Liu Zhi, president of BMW China Automotive Trading, said: "The project is an innovative example of BMW's initiatives on corporate social responsibility and represents the company's new thinking on CSR. We will create greater social values and bear more social responsibilities by focusing on our core advantages and social influences." Last year, the project selected Sanlitun area in Beijing as its target research and sourced plans from college students majoring in transport, autos, city planning and design. Selected team will take part in the camp and design plans on travel methods, experience and technology.

CCF-BMW Warm Heart Fund

Based on its long-term commitment to the development of Chinese society, BMW China and BMW Brilliance joined with the China Charity Federation on June 5, 2008, to establish the CCF-BMW Warm Heart Fund, which provides a long-term and sustainable corporate social responsibility platform for BMW's all stakeholders, including associates, dealers and customers. Sixteen BMW Warm Heart Customer Clubs were initiated by BMW warmhearted customers nationwide in 14 cities to make contributions to local communities. Nearly 2,700 BMW warm-hearted customers in the 16 clubs have initiated over 310 public welfare events, benefiting more than 18,000 people around China.

zhuanti@chinadaily.com.cn