As people around the world become more aware of their environmental impact, products and companies must evolve, writes THOMAS VAN DER LINDE, LG’s General Business Manager.
The stereotype of the spacey tree hugger is well and truly dead. Today’s eco-bunny isn’t found chained to a tree, they’re your average young consumer who chooses to engage critically with the brands they consume.
According to BBMG, more than a third of the global population are ‘aspirationals’, who believe they have a responsibility to consumer brands that are good for the environment and society. That accounts for more than 2 billion consumers around the world.
What’s interesting about these surveys is that the most socially conscious consumers are found in emerging markets. A 2014 Nielsen study found that 63% of Africans feel they should buy socially responsible brands, compared to just 42% in North America and 40% in Europe.
Among consumers in developing nations, there is a generation gap between those willing to pay more for socially conscious brands. The study found so-called Millennials were much more agreeable to sustainability efforts than those 35 and above. Meanwhile, a second Nielsen survey entitled The Global Socially Conscious Consumer identified environmental sustainability as the leading concern among under 20s.
These attitudes are only set to become more prevalent as younger generations become an even greater percentage of consumers. Pertinently for companies, these consumers are not afraid to use their voices when it comes to causes they believe in. Lip service to environmental causes is not enough when anyone with access to a smartphone can fact check information and call brands out on social media.
Engaging with these socially conscious consumers isn’t easy, especially when it’s become positively trendy for brands to crow about their green credentials. In South Africa, just about every company of a certain size has a corporate social investment (CSI) strategy in place, leading to a natural wariness from consumers. The term “greenwashing” has been coined to disparage those companies that spend more money marketing how environmentally conscious they are than on actual efforts.
According to the Target Group Index, the largest single source brand survey in South Africa, local consumers are very willing to spend more money on socially conscious brands. They advise, however, that in order to win the hearts and minds of consumers, “marketers must be sure to get their green marketing messages aligned with consumer expectations.”
An appliance that’s been marketed as green but breaks down after six months is a good example of a misalignment. Another example would be a product that’s sustainably sourced but remains unaffordable to the target market.
Get the balance right and consumer loyalty will naturally follow. Woolworths, which recently embarked on a campaign with Pharrell Williams focused on sustainability, is one of South Africa’s most valuable brands. The brand has committed itself to ethical trade and sustainable production methods since 2007.
Today’s socially conscious consumer is a connected one, so it’s no surprise that the electronics industry is leading the way in consumer-first corporate sustainability practices. Companies like LG are making great strides in bringing long-lasting, energy efficient products to market. The majority of its products carry Energy Star ratings, a label that designates savings of $150 million in electricity costs over a product’s lifetime.
Nor are these efforts limited to the products themselves. The company has an e-waste programmes active around the world that seek to recycle electronic waste like old cell phones and discarded packaging. In the face of load shedding and electricity shortages, LG’s Switch-On campaign highlights energy-saving tips and educates consumers on what certain energy ratings mean.
As consumers choose to engage with brands such as these in increasing numbers, other companies have incentives to improve their own sustainability efforts. The socially conscious consumer is one with an enormous amount of power right now, and that can only be good news.
Huawei Mate 20 unveils ‘higher intelligence’
The new Mate 20 series, launching in South Africa today, includes a 7.2″ handset, and promises improved AI.
Huawei Consumer Business Group today launches the Huawei Mate 20 Series in South Africa.
The phones are powered by Huawei’s densest and highest performing system on chip (SoC) to date, the Kirin 980. Manufactured with the 7nm process, incorporating the Cortex-A76-based CPU and Mali-G76 GPU, the SoC offers improved performance and, according to Huawei, “an unprecedented smooth user experience”.
The new 40W Huawei SuperCharge, 15W Huawei Wireless Quick Charge, and large batteries work in tandem to provide users with improved battery life. A Matrix Camera System includes a Leica Ultra Wide Angle Lens that lets users see both wider and closer, with a new macro distance capability. The camera system adopts a Four-Point Design that gives the device a distinct visual identity.
The Mate 20 Series is available in 6.53-inch, 6.39-inch and 7.2-inch sizes, across four devices: Huawei Mate 20, Mate 20 Pro, Mate 20 X and Porsche Design Huawei Mate 20 RS. They ship with the customisable Android P-based EMUI 9 operating system.
“Smartphones are an important entrance to the digital world,” said Richard Yu, CEO of Huawei Consumer BG, at the global launch in London last week. “The Huawei Mate 20 Series is designed to be the best ‘mate’ of consumers, accompanying and empowering them to enjoy a richer, more fulfilled life with their higher intelligence, unparalleled battery lives and powerful camera performance.”
The SoC fits 6.9 billion transistors within a die the size of a fingernail. Compared to Kirin 970, the latest chipset is equipped with a CPU that is claimed to be 75 percent more powerful, a GPU that is 46 percent more powerful and an NPU (neural processing unit) that is 226 percent more powerful. The efficiency of the components has also been elevated: the CPU is claimed to be 58 percent more efficient, the GPU 178 percent more efficient, and the NPU 182 percent more efficient. The Kirin 980 is the world’s first commercial SoC to use the Cortex-A76-based cores.
Huawei has designed a three-tier architecture that consists of two ultra-large cores, two large cores and four small cores. This allows the CPU to allocate the optimal amount of resources to heavy, medium and light tasks for greater efficiency, improving the performance of the SoC while enhancing battery life. The Kirin 980 is also the industry’s first SoC to be equipped with Dual-NPU, giving it higher On-Device AI processing capability to support AI applications.
Read more about the Mate 20 Pro’s connectivity, battery and camera on the next page.
How Quantum computing will change … everything?
Research labs, government agencies (NASA) and tech giants like Microsoft, IBM and Google are all focused on developing quantum theories first put forward in the 1970s. What’s more, a growing start-up quantum computing ecosystem is attracting hundreds of millions of investor dollars. Given this scenario, Forrester believes it is time for IT leaders to pay attention.
“We expect CIOs in life sciences, energy, defence, and manufacturing to see a deluge of hype from vendors and the media in the coming months,” says Forrester’s Brian Hopkins, VP, principal analyst serving CIOs and lead author of a report: A First Look at Quantum Computing. “Financial services, supply-chain, and healthcare firms will feel some of this as well. We see a market emerging, media interest on the rise, and client interest trickling in. It’s time for CIOs to take notice.”
The Forrester report gives some practical applications for quantum computing which helps contextualise its potential:
- Security could massively benefit from quantum computing. Factoring very large integers could break RSA-encrypted data, but could also be used to protect systems against malicious attempts.
- Supply chain managers could use quantum computing to gather and act on price information using minute-by-minute fluctuations in supply and demand
- Robotics engineers could determine the best parameters to use in deep-learning models that recognise and react to objects in computer vision
- Quantum computing could be used to discover revolutionary new molecules making use of the petabytes of data that studies are now producing. This would significantly benefit many organisations in the material and life sciences verticals – particularly those trying to create more cost-effective electric car batteries which still depend on expensive and rare materials.
Continue reading to find out how Quantum computing differs.