Jan 19, 2021| ESG
JD and Whiskas Help Homeless Cats Weather the Winter
by Yuchuan Wang
JD Logistics and Whiskas, a leading cat food brand under Mars, have launched a campaign to help homeless cats get through the cold winter.
Consumers who buy Whiskas products on JD.com will have a chance to receive their orders packaged in special JD delivery boxes, which can be converted into a shelter for outdoor cats by cutting and folding along dotted lines.
Twenty thousand boxes will be put into use.
“The purpose of the campaign is to call on people to protect homeless animals,” said the head of JD’s Green Stream Initiative. “The re-use of delivery boxes also contributes to environmental protection which helps lead to a sustainable world.”
During the 2020 Singles Day Grand Promotion (Nov. 1-11), JD worked with animal protection organizations Animals Asia and AITA Foundation as well as leading pet brands Royal Canin, Mars, Myfoodie, Pro Plan and more, to put over 100,000 of the special delivery boxes into use.
by Vivian Yang
APEC Women Leadership Forum, the premier platform on fostering women’s economic empowerment among the 21 economies of the Asia -Pacific Economic Cooperation (APEC), and JD.com co-launched the “APEC Report: Observation of Women’s Value in Sustainable Consumption and Production,” on January 14 in Sanya Hainan province, which adopted extensive surveys and consumption data to examine the role of women as both producers and consumers in advancing sustainability.
The report found that women instinctively lead the green consumption path with their actions, and their shopping choices often determine the consumption patterns of each household. Meanwhile, women demonstrate prominent leadership in driving the “Sustainability/ SDG / CSR” fields in the corporate world.
Shopping greener “before you know it”
Based on the results of a survey conducted by JD.com’s Consumption and Industry Development Institute on over 2,000 respondents on the topic of responsible consumption, women weigh “environmentally friendly” as a much higher consideration than men when considering products. In fact, it is the only factor on which they outscored men, whereas the latter showed comparatively more concerns for other factors such as brand, culture, and price.
Interestingly, when being asked about the concept and their understanding of sustainable consumption, female respondents gave themselves more moderate ratings than male did, with only 49.75 percent choosing “understand very well” and “understand,” while 31.19 percent opted for “not sure.” However, their feedback on actual shopping choices unveiled a stronger tendency towards energy-saving, trade-in, replaceable and recyclable products, especially in the categories of home appliances, furnishing and decorations, office supplies, car accessories, footwear, health products and more. These results demonstrate that women may have a deeper understanding about the concept of sustainable consumption than they give themselves credit for, as they are more likely to choose sustainable products instinctively.
When asked, “Which player is more important in promoting sustainable consumption?” Forty-four percent of female respondents chose “consumers” over “product makers” （30 percent）, and “circulators” (27 percent). Female respondents also showed higher approval of producers for behavior categories including offering job opportunities, supporting disadvantaged groups, proper waste handling and more.
Shaping sustainable producers with “SHE Power”
With more and more enterprises setting up the dedicated function of “Sustainability/ SDG /CSR,” the role to implement these initiatives is mainly led by women, accounting for over 60 percent in surveyed companies that have set up such dedicated departments, and 82 percent in other companies that have relevant positions, according to APEC Women Leadership Forum’s research on women business leaders, in a new attempt to study women’s role as producers in sustainable consumption.
According to the surveys on which the report is based, women leaders demonstrate stronger focus on long-term value and innovation for sustainable solutions, with respondents expressing that they started formulating relevant thinking 6 to 10 years ago (30 percent). A majority are driven by the factors of “enterprise development need” (76 percent), “inspired by global trends” (73 percent), and “guided by domestic policies” (73 percent).
The report also noted that it is urgent for the whole society to enhance awareness of responsible consumption and production amid global uncertainties in order to continue making progress toward the Sustainable Development Goal. Meanwhile, how to strike a balance between the Goal and enterprise ROI, and the lack of unified ESG standards, talents and corporate capacities, all pose threats to this course.
As a leading supply chain-based technology and service provider, JD.com is committed to collaborating with upstream and downstream partners and the whole society to collectively build a more productive and sustainable world. JD.com’s green supply chain efforts, known as the “Green Stream Initiative,” have so far engaged more than 300,000 enterprises in carbon reduction activities ranging from packaging, warehousing, transportation, product recycling and more. On the demand side, the company introduced the “Green Impact Initiative” in May 2022, which made nearly a million kinds of products on its platform more identifiable with environmentally-friendly labels, in order to raise awareness among its hundreds of millions users.
by Vivian Yang and Tong Shen
JD.com was recognized among those with the best innovation practices in women’s empowerment by the APEC Women’s Leadership Forum, which was held on January 14 in Sanya, China. The recognition was given based on JD Retail’s special program, known as the “Sunshine Angels,” which aims to provide physically challenged people with online customer service job opportunities with an energetic team led by women leaders.
Encouraging gender equality, enhancing women’s rights and abilities, and engaging them in the development of digital economies were among the main considerations of the APEC jury while assessing each case submitted for this year’s final nominees.
The “Sunshine Angels” program was selected mainly for its inclusiveness toward physically challenged female employees in the fast-growing e-commerce industry, enabling them not only gain confidence in themselves, but also create value for society, which is in line with the UN’s SDG to promote sustainable consumption and production.
At present, the “Sunshine Angels” team has expanded from 12 to nearly 100 people, with women accounting for 70 percent of the core members, contributing greatly to the team’s strength. The following two stories of team members shed some light on how the program raises women up in their professions and beyond.
Inclusiveness and equality
Huili Song is a congenital cleft lip and palate patient, with dysphonia. She had been rejected more than 40 times for jobs before becoming a JD.com online customer service representative in the “Sunshine Angels” Project. According to Song, the compensation and benefits, promotion opportunities, training programs, and other benefits that are same as non-disabled employees have boosted her self-esteem and ambition. Despite her struggles with pronunciation, her gift of articulate communication has been fully demonstrated and brought into play through typing in her current role. She has placed 1st in performance for six consecutive months, demonstrating her excellent work ethic and potential to be cultivated as a leader.
Concerning the physical protection and mental support of the “Sunshine Angels,” JD has set up exclusive barrier-free facilities in office areas, restaurants, dormitories and washrooms etc., and regular gatherings and counseling are provided at no charge.
In addition, JD.com has continued co-working with third parties to enrich employment for physically challenged people, and has provided technical training for thousands of individuals so far.
For example, in 2017, JD cooperated with China Foundation for Disabled Persons (CFDP) and L’Oreal Group to provide a variety of support options for physically challenged people, such as counseling, employment training and diversified job positions, ultimately helping 400 such individuals get their jobs.
Regain confidence in life even when struggling
On the “Sunshine Angels” team, there are many women who are keen to participate in voluntary activities, using their own personal experiences to inspire more people who struggle with physical challenges. Shenghua Luo, who cannot walk normally due to a congenital disease, has taken the initiative to participate in more than 800 voluntary activities to make a difference and has set an example for many physically challenged people with her optimistic attitude towards life, helping more than 100 physically challenged people to regain their confidence in life.
During the past ten years, through working with JD.com, more and more “Sunshine Angels” have replenished their hope, recognized their own value, had more control over their lives, and provide services to society.
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