Samsung Electronics exemplifies how businesses may use their collective influence to inspire young people and take meaningful steps toward a better, more sustainable society.
Cannes Lions International Festival of Creativity
Every year, the Cannes Lions International Festival of Creativity brings together a large number of businesses and marketing industry experts to work on developing the next wave of creativity. However, the United Nations has projected that, with fewer than eight years remaining, the world is not on track to reach the Global Goals by 2030. Samsung Electronics and three Generation17 Young Leaders attended Cannes Lions last week to raise awareness of the role businesses can play in creating a more sustainable future for everybody. Generation17 is a collaboration between Samsung and the United Nations Development Programme (UNDP) that aims to highlight the voices, stories, and innovations of young leaders who are striving to assist the world reach Global Goals.
Throughout the week, Benjamin Braun, Chief Marketing Officer of Samsung Europe, and Generation17 Young Leaders Kristian Kampmann (Denmark), Nadine Khaouli (Lebanon), and Tafara Makaza (Zimbabwe) participated in a series of activities highlighting how technology and creativity can empower the global community, including young changemakers, to make an impact.
Samsung and Generation 17 Support the UN Global Goals as Part of "Working for the Future"
Samsung collaborated with Project Everyone and Karmarama (part of Accenture Song) to organize a panel discussion on how brands can turn talk into action, with a particular emphasis on uplifting the younger generation and harnessing technology to mobilize communities for the Global Goals.
According to Benjamin, “55 percent of young people think their voices are not being heard.” “We have access to technology,” he said, and “we are empowering young people by giving them the tool they need to magnify their cause.”
With the help of Generation17 and the Samsung Global Goals App, Samsung has been playing a proactive role by amplifying the voices of youth and using the power of technology and information.
Nadine stressed Samsung and UNDP’s assistance in her fight to reduce poverty and offer crisis relief resources in her native nation of Lebanon throughout the panel. “My objective is to provide dignity to every person in Lebanon,” she explained. “I can’t think of a better brand partnership to help me enhance my voice.”
Samsung is leveraging its size to increase awareness for the Global Goals and enable communities to take action in concrete ways. To that purpose, Samsung organized the Samsung Global Goals Photobooth at Cannes Lions, an engaging event in which festival participants snapped amusing images while learning more about the Global Goals and the Samsung Global Goals App. This week also marked the beginning of Samsung’s efforts as a Business Avenger, a network of like-minded companies and organizations that are always looking for new ways to innovate, cooperate, and push progress toward the Global Goals.
Samsung is collaborating with UNDP to offer critical assistance for the Global Goals through Generation17 and the Samsung Global Goals App. Samsung has taken an active part in raising the voices of the younger generation and utilizing the power of technology to make a difference through these projects. These projects show how companies can take concrete steps to make a positive difference while also empowering others all across the world to do the same.
