Fazalur Rahman, Marketing Director of Hisense MENA, shares a comprehensive outlook on the company’s strategies for environmental sustainability. From global warming to plastic waste, Hisense has taken multiple strides to address environmental challenges, leveraging innovative technologies and driving a green corporate culture.
Following is the full interview:
How can we modernize sustainability policies and guidelines in the electronics sector across the Middle East?
To enhance sustainability practices in the electronics sector across the Middle East, we are dedicated to modernizing policies and guidelines. Our approach involves investing in research and development to drive innovation in sustainable electronics, coupled with actively supporting initiatives that promote the adoption of eco-friendly materials, energy-efficient technologies, and optimization of product lifecycles.
At Hisense, our commitment to thorough research and solid product development is reflected in the technological solutions we offer, all of which contribute to the progressive nature of our brand. In 2023, we have set our sights on maximizing our presence in the Middle East by strengthening partnerships, establishing dedicated R&D centers, implementing a multi-brand strategy, emphasizing retail marketing, and reaching new audiences through our smart technology offerings.
One noteworthy example of our commitment to sustainability is our self-developed Laser TV. This innovative solution significantly reduces power consumption compared to LCD TVs of the same size. A 100-inch laser TV consumes approximately 250 watts, while an equivalent LCD TV consumes over 800 watts. This eco-friendly approach positions our Laser TV as one of the most environmentally friendly options in the TV market. As a representative of green innovation technology in China, it participated in “World Environment Day” activities sponsored by the Ecology Division of the United Nations Environment Program.
Can you share specific examples of the actions taken by Hisense to address and combat global warming?
Hisense’s leading product refrigerator as an example, since 2018, we have leveraged technological innovation and reformed our production line by incorporating foaming technology, resulting in a reduction of HFC-245fa usage. This initiative has directly led to a decrease in HFC-245fa consumption totaling 251.85 tons, which is equivalent to a reduction of 256,600 tons of carbon dioxide emissions or planting 14 million trees. Moreover, by implementing improved production processes, we have reduced our electrical consumption by 657,000 kWh, resulting in a decrease of approximately 5,847 tons of carbon dioxide emissions. The United Nations Development Program (UNDP) has publicly recognized and praised Hisense for its HFC-245fa reduction project, acknowledging our role in spreading non-HFCs forming and crafting technology within China’s domestic and commercial refrigeration industry. This project actively replaces HFC technology and leads the industry in reducing HFC-245fa usage.
What steps has Hisense taken to address the global environmental challenge of plastic waste?
Plastic waste, classified as a form of electronic waste, represents an all-encompassing environmental challenge that transcends borders, posing significant issues on a global scale. To help address this concern, Hisense has taken innovative steps in its product packaging practices by utilizing “black EPE foam,” a material produced by granulating and reproducing plastic waste. Incorporating this eco-friendly material into our packaging aligns with a couple of our key objectives, such as a better contribution to waste reduction and doing more to promote a circular economy.
Furthermore, Hisense’s commitment to environmental sustainability extends to its product packaging cartons, which are printed using environmentally friendly ink. This decision is part of our vision in promoting greener manufacturing processes and reducing the environmental footprint associated with product packaging.
By adopting these environmentally conscious measures throughout our product packaging procedures, Hisense takes a proactive stance in minimizing environmental harm. These initiatives demonstrate the company’s dedication to responsible business practices and serve as an inspiration for other organizations seeking to address plastic waste-related challenges in a meaningful and effective way.