Lighting Up Your World With New OLED TV Campaign

An enormous tree with bright purple-glowing leaves lighting up a world of fantasy

Today’s brands are more challenged than ever as they try to find the perfect message for a demanding audience. LG is taking on this challenge with a new campaign that introduces audiences to the unique characteristics of OLED technology through LG’s next-generation OLED and LG OLED evo (model G1) TVs. With a TV commercial and four accompanying online videos, LG’s latest campaign, Light Up Your World, uses imagery and themes that resonate with its core audience to highlight the memorable, emotionally impactful user experience that is possible with LG OLED and its self-lit pixels.

The title, Light Up Your World, is a nod to the self-emissive pixels unique to OLED technology which delivers superbly lifelike and nuanced images by virtue of its inherent characteristics and individual pixel-level control. The title also communicates the message that LG OLED TV not only offers a next-level viewing experience but also delivers light and joy into our daily lives.

The main video of the campaign shows a woman following a hypnotic, floating point of light, much like Alice in Wonderland and the White Rabbit. On route to her unknown destination, she sees different objects that light up and lead her on a magical expedition before eventually arriving back home to her sofa and LG OLED TV after having experienced a world of breathtaking images, including a self-lit tree with luminescent leaves representing the light-emitting pixels of LG OLED technology.

Four additional videos make up the full Light Up Your World collection. Each of the videos correspond to different aspects of LG’s “4S” keywords as it relates to LG OLED TV: Sharp, Swift, Smooth and Slim.

Light the Story Up highlights the sharp picture quality and immersive cinematic experience offered by LG OLED. With millions of self-lit pixels, LG OLED TVs produce rich, sharp details and perfect blacks to make even the darkest of scenes come alive. And with even more brightness, the LG OLED evo delivers punchier images with improved clarity, transporting viewers into their favorite scenes, making them part of the action.

In Light the Play Up, LG OLED TVs are shown their capability for fast gaming action via speedy response time and immersive big-screen experience. Thanks to blazing fast performance, gamer-centric features and support for the latest HDMI specifications and NVIDIA G-Sync, LG OLED evo guarantees stutter- and tear-free gameplay that gives gamers that performance edge to become the champions they were meant to be.

The episode Light the Game Up highlights the incomparably smooth and natural motion of OLED, demonstrating how LG’s OLED Motion technology makes the fast-paced movements in exhilarating sporting events and action sequences smooth, clear and easy to follow. With LG OLED, those viewing at home will feel less like fans and more like one of their favorite superstars as the TV reveals the spin of the ball, droplet of sweat and blades of grass with absolute clarity.

Lastly, Light the Space Up focuses on OLED’s slim design and its ability to help customers create a truly inspiring space in their home. LG’s Gallery Design unlocks a new world of TV aesthetics, featuring minimalist bezels and an impossibly slim profile that wouldn’t look out of place in an art gallery or museum. The design allows anyone to be an artist, free to curate his or her space exactly as imagined.

The campaign also touches on topics important to every consumer: health and environment. LG is addressing consumers’ concerns and striving to make a better future for the planet. Its efforts in both areas are explored in videos soon available to view on LG’s official online channels.

LG’s new campaign communicates the rewarding, personal viewing experiences that come with LG OLED and illustrates how the TVs’ self-lit pixels can light up any scenario with the most dynamic picture quality around. The global campaign signals a new direction for LG OLED storytelling at a time when its star is shining the brightest.

And the story doesn’t end there…

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The Important Role of Independent Certification in Automotive Safety

A graphic of a vehicle equipped with advanced technologies

For companies involved in the business of automobiles, there’s nothing more important than safety. Safety is so important that for some, it’s the biggest selling point when promoting their products. Today’s consumers are too savvy to just believe the words in a brochure or commercial. Moreover, automotive components are even more challenging to communicate because consumers are unfamiliar with everything that goes into a car and what they do.

For LG’s fast growing vehicle component solutions business, certification of functional safety technologies that are key to the future of the autonomous vehicle is especially rewarding. The ISO 26262 Functional Safety Product certificate for LG’s ADAS (Advanced Driver Assistance Systems) front camera module was issued by TÜV Rheinland, one of the world’s leading global testing organizations. LG also received a Functional Safety Process certificate for the entire development progress from product design and verification to production.

The ISO 26262 certification is an automotive international standard that guarantees the functional safety of each product and process by measuring the probability of an accident occurring due to a breakdown in automobile parts or error in the product development process. This certification is becoming more important as global automakers increasingly demand higher functional stability as a prerequisite for the supply of parts, especially for autonomous driving.

LG’s ADAS front camera module plays the important role of being the “eye” of a self-driving car as it collects a multitude of traffic information in front of the vehicle. The ADAS module recognizes obstacles and makes quick decisions such as braking when there is a risk of collision. The module also helps ensure safer driving by tracking the lanes on the road and maintaining a certain distance from other vehicles.

“Our organization is extremely happy and blessed to be LG’s partner in this kind of projects, as LG is one of the most successful companies in the area,” said Manual Diez, global field manager of cybersecurity and functional safety at TÜV Rheinland. “LG will be one of the main actors in the automotive world by keeping the high standards of quality LG is known for.”

“As a Tier 1 global automotive parts supplier, it took a lot of effort and time from our team to obtain this certification,” said Dr. Kim Jin-yong, president of the LG Electronics Vehicle component Solutions Company. “We will strive to become an innovative partner for our customers in the auto parts industry by securing high quality and productivity.”

Independent testing and certification firms play an important role in the automotive ecosystem by making sure the players deliver quality, reliable products. And that’s a role that all automobile and component makers should get behind.

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Always One Step Ahead of the Expected

A screenshot from the LG HVAC Solutions YouTube video representing expertise in sustainability with a man looking into a lens as if having his eye scanned.

Unseen, unheralded and often underappreciated, heating, ventilation, and air conditioning (HVAC) solutions are the unsung heroes of modern life that provide physical comfort and fresh air in all kinds of environments. Working unobtrusively in the background, HVAC is what keeps our homes, offices, hospitals, hotels, shopping malls and every indoor setting imaginable blissfully cool in the summer and delightfully warm in the winter while delivering fresh and healthy air all year around.

For more than half a century, LG Electronics has been a leading innovator in the commercial HVAC solution space, supporting its customers to thrive and grow with its technologically advanced products. With an innovative product portfolio, solid R&D foundation and more than 50 educational academies around the world preparing highly skilled experts, LG has been strengthening its industrial leadership by offering a full range of optimal solutions for nearly every sector and setting imaginable.

To showcase the value it brings to businesses worldwide and to share its vision for a more sustainable future, LG recently produced a brand video entitled “Ahead of the Expected.” Set to a dynamic beat, the uplifting video introduces the audience to the outstanding value offered by LG HVAC solutions, highlighting how LG is empowering its customers by providing an unrivalled level of “Integration, Commitment and Expertise.”

The company’s integrated solutions leverage the latest technologies to deliver powerful performance and greater operational efficiency, ensuring a reduction in the total cost of ownership. LG’s commitment to its customers is also evident in the wealth of services it offers, from installation to system engineering to maintenance; all carried out by highly-skilled professionals. LG’s devotion to creating a sustainable future through environmentally responsible HVAC products is matched only by its drive and ability to maximize value for its clients today, and anticipate what they’ll need tomorrow.

Thanks to its considerable expertise and know-how, LG can meet the unique demands of every business, providing solutions that guarantee fresh, clean indoor air tailored to the specific requirements of each building or facility.

Although they may be out of sight and mind, LG HVAC solutions are right there next to us every day, doing what they’ve always done – making our lives more comfortable whether we’re sleeping, eating, working, shopping or just relaxing and having fun.

Check out LG’s new “Ahead of the Expected” video here.

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Tuning in to Radio for Flood Relief

Kyle Sandilands, the host of KIIS FM, presenting a surprise giveback radio segment for families affected by the floods

Last month, residents in New South Wales (NSW), Australia experienced one of the biggest flood disasters to hit the state in more than 50 years when persistent storms saw thousands of residents evacuate more than 18 communities. Days and nights of what seemed like never-ending rain resulted in widespread property damage and a growing number of residents stranded without their homes and personal belongings.

LG Electronics’ Australian office is truly passionate about helping its community in a time of need and that is why they teamed up with the country’s biggest radio show KIIS 1065’s Kyle & Jackie O Show, to support local families who lost everything in floodwaters within a matter of hours in NSW.

In a KIIS 1065 giveback segment, Kyle and Jackie O invited three unassuming families from NSW to sit down with them and share their flood experience first-hand with listeners in studio. After listening to their harrowing stories of loss, with tears in their eyes, the presenters surprised these families by announcing LG Electronics Australia would replace their damaged household appliances to help them get back on their feet as they rebuild their homes in the coming weeks and months. Products would include much needed home appliances such as refrigerators, washing machines and microwave ovens.

During the KIIS 1065 segment, Kyle and Jackie O told their listeners that LG Electronics Australia had committed to replacing damaged household appliances in 150 homes impacted by the floods, providing approximately AUD 230,000 in support packages to be distributed to flood affected families as a small gesture to help rebuild their homes. Listeners were asked to nominate families via the KIIS 1065 website detailing the stories of those most in need for new LG home appliance relief packages.

Alongside this relief initiative, LG Electronics Australia will re-launch its LG Local Legends program next month. The program rewards and celebrates everyday people, charity groups, and community organizations throughout Australia that go above and beyond to make everyone’s life that little bit better. Last year the program supported more than 30 families, with 24 LG Local Legends coming from a range of worthy causes. Here are some of their inspiring stories.

Global events from the past year and historic local events of the present have shown Australians the power of community spirit when it comes to supporting those in need. LG Electronics in Australia is honored to have played a part in helping families affected most during these difficult times. Equally, the company looks forward to continuing to recognize local community legends for the duration of this year.

By LG Australia Staff

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[Why ESG] Promoting Sustainable Consumption With Responsible Products

A woman using an LG washing machine to do her laundry as her baby plays inside the clothes basket.

Since the initiation of the environmental movement in the 1960s, the fragility of our world has become a global topic, requiring united social action and even multinational companies to reconsider their strategies. That focus has also shifted in a more sustainable direction that puts nature conservation first, a change that can be seen in the attitude of today’s rapidly growing eco-conscious consumers.

In matters relating to conscious spending, there isn’t a more active group than Gen Z, with 89 percent of Gen Z-ers saying they prefer buying from brands that actively support social and environmental causes over those that do not. Society’s youngest consumers are now the ones informing the public on all things green, making this generation the leaders of real societal change.

On a governmental level, the EU introduced new Energy Labels on March 1, taking a stricter stance on products that wish to be labeled green. Such environmental labels are important because they provide insightful energy consumption and environmental data that today’s consumers expect before purchase. The new energy designation replaces the outdated system by providing manufacturers with added incentive to improve energy efficiency.

Photo Credit: European Commission

A washing machine’s spin efficiency could be crucial in determining the energy consumption of a dryer, since low spin performance increases running time and uses more energy. When it comes to noise level, although the difference between 72dB and 73dB may seem small, the new rules could have an appliance demoted an entire letter grade.¹

As part of its commitment to reduce its carbon footprint, LG has converted all DUAL Inverter Heat Pump™ Dryers to use R290 refrigerant, which has a lower global warming potential (GWP) than R134a refrigerant.² As a result, LG’s DUAL Inverter Heat Pump Dryer earned the Green Product Mark from TÜV Rheinland for meeting the requirements of pollution prevention, sustainable use of resources and climate change mitigation.³

And in an effort to further reduce greenhouse gas emissions, LG makes every effort to make products lighter, using fewer resources during the production process. LG is developing and supplying energy-efficient products that carry the Energy Star label and are certified by the European Commission for contributing to the reduction of greenhouse gas emissions and helping to modify usage behavior for a greener lifestyle.

For example, the Inverter Linear Compressor™ found in LG’s refrigerators efficiently keep food fresh longer and noise levels lower compared to LG’s conventional models.⁴ LG’s world-class inverter technology regulates the speed and revolution of motors and compressors depending on the situation to optimize operation. The unique linear motion of the compressor enables LG refrigerators to reach target temperatures quickly while reducing friction points for heightened durability and less noise.

For LG washers with LG Inverter DirectDrive™ technology, the motor is directly connected to the drum without the use of a belt or pulley, allowing for durability and energy efficiency while reducing noise compared to models without DirectDrive. LG is so confident of the durability of its core technologies that all inverter components are backed with a 10-year warranty.

Photo Credit: Corporate Knights

LG’s contributions for a greener world have been recognized both globally and locally. LG was ranked the 13^th most sustainable global corporation by Corporate Knights and As You Sow’s annual 2021 Carbon Clean 200 list. In its home country, LG claimed This Year’s Green Product award from the non-profit civic group Korea Green Purchasing Network (KGPN) for the eleventh straight year and also took KPGN’s Award of Green Masterpiece (AGM), an accolade exclusively for businesses that have made a significant contribution to the conservation of the environment.

The damage inflicted on our planet and all the life on it is one of the greatest threats we face as a global community. Overcoming such a global problem is only possible with the support of all members of society. Through its products, LG will continue to set an example that responsible products and good business can go hand in hand.

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¹The acoustic airborne noise emission class of a household washing machine is determined on the basis of acoustic airborne noise emission at spinning phase. A-grade is assigned to noise level below 73dB (https://t.ly/ZyGH).
²GWP for R290 is 3 versus 1,430 for R134a.
³Tested by TÜV Rheinland in August 2020 with R290 applied to LG dryer models RC*0***V**.
⁴Tested by VDE by comparing energy consumption between LG model GBB530NSCXE (LG Inverter Linear Compressor) and GBB530NSQWB (LG conventional reciprocating compressor). Energy consumption test based on ISO 15502 standard.

5 Ways to Make Your Seasonal Reset Easier With LG ThinQ

An illustration of a smartphone displaying the LG ThinQ app's Routine feature, with small pictures of flowers, the sun and rainboots surrounding to emphasize spring

The changing of the seasons is a great time to refresh and revitalize your home with a seasonal reset. Cleaning your dwelling from top to bottom may never be fun, but it can be done smarter and easier with the help of the LG ThinQ app.

1. Lighten your load

Thanks to the ThinQ app’s Routine feature, you can apply customized settings to all connected appliances in the house in one step. Select Fresh Air Mode, for example, and the air purifier starts up, the robot vacuum begins roaming and the ceiling fan starts spinning. Now with LG’s smart appliances doing their part to lighten the load, it’s time to get cleaning!

2. Take breaks in between

With the ThinQ app and LG’s smart appliances, you have more me time because you won’t have to constantly check on the progress. You’ll never have to run back and forth checking on the laundry because the ThinQ app can tell you exactly how much time is left and send you a notification when your sheets and pillowcases are clean or dry. With ThinQ by your side (or in your pocket), you can afford to sit back, relax and enjoy the new season.

3. Your personal technician

Don’t let a glitch in your appliance put everything on hold. With the ThinQ app’s Smart Diagnosis and Proactive Customer Care, you can identify and resolve issues without having to call or wait for a customer service representative or repair technician.¹ The ThinQ app even informs you when you’ve put too much detergent in the washing machine and when to change the water filter in the refrigerator.

4. Go green

When you’re taking care of your home, also think about taking care of your planet. With the ThinQ app’s Energy Dashboard, you can easily monitor how much energy every LG smart appliance is consuming so you can adjust settings accordingly to save electricity. LG’s eco-conscious appliances help reduce your home’s carbon footprint thanks to their efficient use of energy and water.

5. Replenish and reorder effortlessly

When it comes to keeping LG appliances running their very best, there’s no need to head to the store with ThinQ. For consumables such as detergent and filters, use the Store feature on the ThinQ app and have them delivered right to your front door. You can also take advantage of Amazon smart reorders by linking the ThinQ app with Alexa. Once connected, you can receive notifications when it’s time to replenish essential items such as laundry detergent to easily reorder from Amazon using voice commands.²

With the ThinQ app from LG, undertaking a residential reset for the new season is a much smarter and simpler affair. Learn more about LG’s smart appliances and the ThinQ app at www.LGThinQ.com.

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¹ PCC available in the North America and Europe.
² Amazon smart reorders available only in Germany, UK and US. Products available for smart reorder differ by country.

Making the Most of Your Laptop in Less Mobile Times

A woman sitting comfortably on the floor with colorful cushions as she watches a TV show on her LG gram.

A day in life of most people now revolves around video calls, virtual classes and online games. This means owning the perfect laptop has never been more important, since we use them all day long for work, play, socializing and everything in between.

For everyday use, it doesn’t get much better than a portable computer, but getting the right hardware and knowing how to get the most out of them are crucial to getting through the day stress-free. Here are five ways your laptop can help out during periods of social-distancing, and why LG gram is ideal for getting you to where you want to be – without actually being there yourself.

Live Performances At Home

New Zealand band Six60 recently performed in front of a 50,000-strong crowd at Eden Park rugby stadium in Auckland, making headlines as the largest concert in the world since the pandemic began. Millions more enjoyed the show on a screen. With a multitude of streaming platforms available today, all you really need is a laptop that delivers immersive multimedia experiences that make you feel like you’re there in person, and a large display always rules supreme when it comes to bringing streams to life.

The LG gram uses a tall 16:10 aspect ratio boasting a high resolution to help users tackle every daily task with ease. Whether you’re watching videos online, surfing the web or handling your work away from the office, the LG gram range has you covered.

Connecting From Home

Who would have thought a video call would become the primary form of communication with our loved ones and colleagues for millions? With video conferencing tools now essential for work and socializing, more screen real estate that allows us to do more things at once is a necessity.

With its wider screen, LG gram allows users to watch presentations while searching the web or taking notes through split screen mode, with everything still clearly visible. In short, multitasking during work meetings helps us be more productive on the job, saving time and effort that could be better spent elsewhere.

Home Education And Upskilling

More home time creates the opportunity to pick up new skills or hobbies, and having a state-of-the-art laptop on hand certainly makes it easier to do just that. If you’re looking to try new things, a laptop with a high resolution is a great place to start. It’ll make instructions easier to read, methods easier to follow and more information visible at once.

That’s great if you don’t want the awkwardness of flipping between tabs. Even better if your laptop is slim, light and robust because you can move around with your machine should housemates or family members interrupt and break your concentration.

Easy Photo And Video Editing

If you’re like most people, your use of social media has skyrocketed since a year ago in an attempt to stay connected to the people we care about most. The best way to keep family and friends involved in our lives is by sharing daily photo and video updates that show all the mind-numbingly boring things we did today that they simply can’t live without.

Photo and video editing tools certainly have a learning curve but the very best laptops can help you make the most of your multimedia apps. This is where laptops with wider screens and 16:10 aspect ratios can make a real difference, the extra display space perfect for showing media-editing timelines or multi-tasking across different apps. Color accuracy is a must too.

Catch Up On Favorite Shows

To pass the time, people are catching up on the films and TV boxsets they’ve always wanted to watch but never had the time. Laptops provide us with a portable TV screen we can use to watch new and old content anywhere, so whether you’re cooking in the kitchen, chilling in the garden or need something to fall asleep to, there’s always a screen close by.

A display with a wide color gamut makes colors pop and naturally the larger the screen the more absorbing the media, so think about an aspect ratio that gives you more room to play with. Of course, a laptop opens up more places where you can consume your content, whether you’re on a train, plane or a long road trip. And LG gram’s long-lasting battery life means you’ll be set for hours without running out of power.

Not All Upgrades Are The Same

There are now more reasons to upgrade your laptop and the latest LG gram devices boast slim and lightweight designs, meaning performance doesn’t have to come at the expense of portability. The laptop range is surprisingly powerful too, with Intel 11th Gen CPU internals and excellent high-resolution displays that utilize a brilliant, non-conventional 16:10 aspect ratio. Now available in 14, 16 and 17 inches, the new and impressive LG gram lineup offers fantastic screen quality with powerful components, unbelievable battery life and a convenient light design.

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LG Announces First-Quarter 2021 Financial Results

A picture of LG Twin Towers in the daytime

Highest Quarterly Revenue and Operating Profit in Company’s History

SEOUL, Apr. 29, 2021 — LG Electronics Inc. (LG) today announced first-quarter 2021 consolidated sales of KRW 18.81 trillion (USD 16.90 billion) and operating profit of KRW 1.52 trillion (USD 1.36 billion) – the highest quarterly results in the company’s history with the 8.1 percent operating profit being a first-quarter record. Compared with the first quarter a year ago, revenues grew by 27.7 percent and profitability soared by 39.1 percent, reflecting very strong demand for LG home appliances and home entertainment products as consumers around the world continue to spend more time at home.

The LG Home Appliance & Air Solution Company generated first-quarter sales of KRW 6.71 trillion (USD 6.03 billion), an increase of 23.8 percent from the previous year. Operating profit of KRW 919.90 billion (USD 826.39 million) was 22.1 percent higher than the first quarter last year. For the second consecutive quarter the appliance business division saw significant growth year-on-year in North America and Europe as well as in its home market of South Korea where the rental business is particularly healthy. Profitability was accompanied by stable growth led by strong sales of premium products in North America and Europe. The business unit expects to see continued growth by expanding overseas sales in new products.

The LG Home Entertainment Company recorded sales of KRW 4.01 trillion (USD 3.60 billion) in the first quarter, an increase of 34.9 percent from the same period a year ago. Operating income grew 23.9 percent year-on-year to KRW 403.80 billion (USD 362.75 million), buoyed by strong sales in North America and Europe. Premium products led by OLED and NanoCell TVs continued to experience strong demand as the pandemic effect continued in most of the world. To maintain this success in 2021, LG will continue to enhance its premium product lineup, further expand online sales, optimize resources and streamline asset management.

The LG Mobile Communications Company reported sales in the first quarter of KRW 998.70 billion (USD 897.18 million) with an operating loss of KRW 280.10 billion (USD 251.63 million). Operating loss deteriorated 28 percent from the same quarter a year ago due to the lack of new products in light of the public announcement earlier this month that LG will exit the smartphone business at the end of July. Profit and loss for discontinued operations – including a breakdown of continuing and discontinued operations – will be included in the second quarter results.

The LG Vehicle component Solutions Company achieved first-quarter sales of KRW 1.89 trillion (USD 1.70 billion), an increase of 43.5 percent from the same period last year. Operating loss narrowed to KRW 700 million (USD 629,000), which can be attributed to the recovery of the automotive sector in North America and Europe as well as increased revenues from new projects in the e-Powertrain and infotainment sectors and better cost management.

The LG Business Solutions Company saw improved first-quarter revenues of KRW 1.86 trillion (USD 1.67 billion), an increase of 9.1 percent from a year ago and 23.6 percent higher than the previous quarter largely on the back of strong demand for products such as monitors and PC products in the era of remote working and online learning. Operating profit of KRW 134 billion (USD 120.38 million) declined from the same quarter last year due to the increasing cost of components such as LCD panels and semiconductors.

2021 1Q Exchange Rates Explained

LG Electronics’ unaudited quarterly earnings results are based on IFRS (International Financial Reporting Standards) for the three-month period ending March 31, 2021. Amounts in Korean won (KRW) are translated into U.S. dollars (USD) at the average rate of the three-month period of the corresponding quarter — KRW 1,113.16 per USD.

Earnings Conference and Conference Call

LG Electronics will hold a Korean / English conference call on April 29, 2021 at 16:00 Korea Standard Time (07:00 GMT/UTC). Conference call participants are instructed to pre-register online to receive a private PIN number then call +82 31 810 3130 and enter passcode 6418# and the private PIN number. The audio webcast of the call will be available for streaming as well. The corresponding presentation file can be downloaded from the LG Electronics website before the call.

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Giving a “Second Life” to Unwanted Clothing

Giving a “Second Life” to Unwanted Clothing

A woman looking through the clothes on display at The Second Life Campaign venue which is being hosted by LG Electronics

With millions of pounds of clothing ending up in U.S. landfills each year and COVID-19 hygiene concerns challenging donations, LG Electronics USA is helping take action with “Second Life” – a campaign to raise awareness of clothing waste and inspire consumers to take responsible action through fabric care, donations and upcycling.

A leader in laundry innovation, LG kicked off its efforts with a seven-city road tour running from April 25 – May 9 to collect used clothing and recycle 100 percent of items received. Plus, the brand is also encouraging clothing reuse by inviting attendees to exchange unwanted items in a clothing swap stocked with rare vintage finds from thrift chain Round Two.

While LG’s top-rated laundry appliances help millions of Americans take the very best care of their fabrics, styles change, tastes change, even sizes change – and most unwanted textiles end up in landfills. In fact, the average American generates 81 pounds (37 kg) of textile waste each year, according to the Environmental Protection Agency (EPA).

“As a leader when it comes to fabric care, LG is invested in how to care for your clothes throughout their lifecycle – from how you wash them to how you ultimately dispose of them,” said Peggy Ang, head of marketing at LG Electronics USA. “With Second Life, we’re aiming to help raise awareness and inspire consumers to care for what they wear by taking responsible action throughout the entire lifecycle of their clothes.”

To bring the tour one step closer to circularity, and to illustrate how to care for what you wear, LG is also raising awareness around upcycling and partnering with designer Nicole McLaughlin to upcycle leftover items from the clothing drive into a limited-edition capsule collection to be unveiled later this fall.

The LG Second Life Road Tour

As part of the Tour, LG is committing to collecting up to 10,000 pounds of clothing to be donated to local organizations to help support families in need of clean clothes. The company is creating a wash center fully equipped with ultra-capacity LG washers and dryers and LG Styler steam closets in Los Angeles to clean, sanitize and sort clothing donations before donating them to local beneficiaries. All unusable items will be upcycled so that 100 percent of collected items are given a “second life.”

LG Second Life is just getting started and has exciting activities planned to help raise awareness around clothing care and clothing waste, as well as tips and resources designed to inspire people to upcycle and recycle their once loved items. Learn more at www.LGSecondLife.com.

Do Good, Feel Good, Life’s Good

The Second Life campaign, along with LG’s commitment to carbon neutrality in all of its operations by 2030, are only some of the steps LG is taking toward its ESG (environmental, social and corporate governance) philosophy to make the world a better place. With ENERGY STAR^® certified appliances and its expanding eco-friendly businesses such as electric vehicle (EV) components and solutions and renewable energy, LG is committed to doing its part.

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[On the Job] When Design Goes Beyond Just Products

In this episode of On the Job, we take a look at the pivotal role played by the LG’s unsung brand and packaging designers.

In the consumer electronics industry, the term “design” usually conjures up images of gadgets and devices on a drawing board. Although the way a product looks is without a doubt a key factor to its popularity, so too are the way it’s packaged and branded. Done well, these two elements can go a long way toward creating a unique, instantly recognizable identity, one that resonates with consumers and communicates the core values of a product or lineup and the company that made them.

At LG, the responsibilities of brand and package design fall on the visual identity (VI) team at LG Corporate Design Center. When designing a logo or package for a new model or product range, the VI team considers a range of factors such as consumers’ needs, legibility and usability, never losing sight of their goal to establish a clear identity that creates a good first impression but also an instant understanding of what the brand stands for.

A distinctive logo is at the heart of any good brand’s visual identity. LG’s VI team develops a symbol that embodies the essence of every product and effectively communicates their differentiated values. LG SIGNATURE, LG PuriCare, LG CordZero, LG OLED TV and LG UltraGear are just a handful of the globally recognized logos the team has created to date.

Able to enhance a product’s appeal and reinforce its overall aesthetic, packaging design gives the VI team another way to express the identity of each LG brand, in addition to affording adequate protection for the company’s diverse offerings.

LG UltraGear^TM gaming monitors have made a name for themselves among serious gamers worldwide by providing great picture quality and performance. Seeking to match the monitors’ strong reputation with an equally dynamic symbol, LG introduced a new UltraGear logo in 2020. In order to convey that LG UltraGear is a key “weapon in the quest for gaming victory and glory,” the VI team set about researching the legendary weapons of mythical heroes and gods, such as the shield of Isis, King Arthur’s Excalibur, and the Harpe of Perseus. The team ultimately drew inspiration from the famous Greek sculpture known as the Winged Victory of Samothrace – also known as the Nike of Samothrace – representing action and triumph.

The winged motif seemed like the perfect choice for the UltraGear emblem due to the prevalence and significance of wings throughout gaming history. Wings symbolize many things: aerial superiority over opponents, fast travel to new destinations, tactical advantage by surveying from above. The final version of the logo depicts Nike’s wings in the form of a stylized U and G in two versions, one flat and the other in 3D.

From left: Seo Young-seok, Jun A-reum, Nam A-ran

“Creating and developing LG UltraGear’s emblem was a meaningful and rewarding process,” stated Seo Young-seok of LG’s VI team. “We feel that it successfully expresses the identity of our premium gaming monitor brand and how seriously LG takes the needs of the gaming community.”

To increase consumer awareness and raise the profile of the new emblem at launch, LG hosted an art contest to involve fans in the creative process because there is nothing more powerful than visually communicating the value of a product through great design to grab the attention of consumers in a crowded market.

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[AI Experience] The Public Perception of AI

An illustration of a man being influenced by news and other cultural factors, such as social media, to represent public perception regarding AI.

In this first of six episodes of AI Experience, we’ll take a closer look at the influence of public perception in the future direction of artificial intelligence.

The European Union’s recent proposals to strictly regulate the use of artificial intelligence in its borders are likely to have significant consequences on AI development. The guidelines are designed to address the human and societal rights that may be at risk due to AI’s potential in surveillance and identification. For nations and people to make the right decisions, it’s important that there be public discourse on what AI is and what it should be.

LG Electronics has already begun this process.

Developed last year in partnership between LG and Element AI, the report AIX Exchange: The Future of AI and Human Experience covers the challenges of the artificial intelligence experience (AIX) across the six core themes of public perception, ethics, transparency, user experience, context and relationship.

Public perception, the way people think and feel about a subject, plays an important role in the kind of AI products and services consumers choose to adopt. This, in turn, influences the direction of AI development and advancement. For example, if consumers are obsessed with intelligent toasters, there’s a strong chance many AI companies will pour their resources into coming up with a new AI toaster that can top the current AI toaster. Here, we’ll take a look at five areas that greatly influence the public’s opinion and awareness of AI: news and pop culture, language, marketing, design and education.

News and Pop Culture

From 1927’s Metropolis to 2001: A Space Odyssey (1968) to Ex Machina in 2015, AI rarely paints a bright future that offers us hope. Although there are many stories in the news media about how AI is improving lives, there are as many that portray the technology as the villain, stealing jobs and futures. Those involved in developing the technology are acutely aware of the impact this has on consumer confidence and trust, and just how important it is to separate fact from fiction when communicating AI.

Language

Words can sometimes be open to interpretation, and this seems to be especially true where AI is concerned. The world “learning” could make a person believe that a machine that “learns” can do far more than what it was programmed to do, creating fear and mistrust. As AI is such a vague and amorphous concept for many, companies in the AI sector need to take great care when describing their products and services, leaving no room for misunderstanding. Choosing words wisely may help to better deliver the promise of AI.

Marketing

On a daily basis, consumers are exposed to marketing that promotes AI products and services – most of which offer convenience by managing simple tasks independently or with little user input. But there are many situations where the marketing suggests these innovations will revolutionize users’ way of life, which raises expectations for AI beyond what is currently possible. The overpromising marketing bubble can lead to disappointment and negatively affect public perception, fueling a phenomenon known as AI winter.

AI winter refers to setbacks in the development of AI resulting from a lack of enthusiasm and interest among consumers and investors. Because the technology is not advancing as fast as people had hoped, and doesn’t yet resemble the AI of Hollywood movies, companies should be wary of overstating what their offerings can do. In this way, they can avoid contributing to negative public sentiment and allow users to fully appreciate what the technology can deliver right now.

Design

The experience that users have when interacting with AI is another critical element in determining public perception. Personal AIX stories – good and bad – are shared every day on social media, reconfirming people’s positive or negative perceptions and influencing the opinions of those who have yet to use any AI-based solutions. To ensure better experiences with AI, the adoption of a human-centered approach to AI design is critical. A thorough examination of what consumers need and desire, as well as pain points that detract from a product’s value, are essential to the development of capabilities that deliver greater practical value in daily life.

Education

“Technology literacy is not only important for the people who are building the systems to help them think about the impact of what they’re building,” said Charles Lee Isbell, Dean of the College of Computing at the Georgia Institute of Technology. “It is at least as important, perhaps more important that we teach people who are not going to build those systems, but are going to be impacted by those systems.”

The more the public is educated about AI, the faster it will adapt to and appreciate the benefits the technology can bring. Conversely, more education will also help the public understand what AI isn’t and that the machine overlord takeover will not be the inevitable consequence of letting a smart speaker into the home.

At the end of the day, there are a variety of factors that impact the public’s perception of AI and the impact of that perception is larger than one might be led to think. Through consumer-centric AIX, companies can help create a path to where the direction and development of AI results in the greatest benefit to humankind.

Visit www.AIXexchange.com to discover the perspective of AI experts and leaders in various fields such as design, anthropology, policy, consumer and employee advocacy. LG ThinQ platform (thinq.developer.lge.com) is also available to external partners and developers to accelerate the development of its AI technology.

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Zero Carbon 2030 Pledge

A special video capturing LG's green initiatives will debut on the Times Square billboard in New York City on Earth Day, April 22. To learn more about LG Electronics' ENERGY STAR-certified products and green initiatives, please visit www.LG.com.

Home Entertainment That’s Healthier for Consumers, Friendlier to the Planet

An Aerial Photo of a forest with lakes representing the world’s continents and the phrase "Thinking Bigger To Help the Planet" overlapping.

In many places around the world, daily life is now spent primarily within the safer confines of home. One of the byproducts of this new homebound lifestyle is that there is more time to contemplate important topics, such as what can we do to make the world a better place? When we consider how to ensure a good future for the planet and its inhabitants, sustainability is likely one of the first words that comes to mind. But what exactly is enough sustainability and how do we get there?

Sustainability is commonly used to refer to a broad range of activities and initiatives geared towards maintaining the health of the environment and promoting a lifestyle more in balance with nature. However, it is not something that can be achieved through focusing on any one area, or through the efforts of any one person. Sustainability requires everyone to play their part and reassess – and in many cases, change – the way they live, work and play.

As a leading consumer electronics manufacturer, LG has long been a proponent of doing right by the consumer and the planet, an approach that can clearly be seen in its latest home entertainment products, including its acclaimed OLED TVs. Sustainability is factored into every stage of LG OLED TV’s lifecycle, from product development to manufacturing and usage and even disposal.

The company’s next-generation TVs use panels that have received Eco-Product recognition from Swiss-based SGS Société Générale de Surveillance SA, a respected provider of testing, inspection and certification services based in Geneva.¹ SGS found LG OLED panels to be particularly strong in key evaluation categories covering the lowering of indoor air pollutants, the reduction in the use of hazardous substances, and recyclability.

LG OLED’s “eco” credentials are largely the result of its unique, self-lit display technology, which also enables the pixel-level dimming so crucial to the TVs’ superior picture quality. As it does not require a backlighting structure, LG OLED uses fewer components (mostly made from plastics, one of the major causes of environmental problems) than LED-LCD TV and emits less indoor air pollutants.

Indoor air quality also can be a concern about any electronic devices because of the potential health issues that volatile organic chemicals (VOCs) released into the air may occur when heat is generated. Total VOC emissions from an LG OLED panel is less than 50 percent of a typical LCD TV panel and unlike some high-end LCD products, LG OLED TV panels do not use any components containing hazardous substances such as cadmium and indium phosphide.

The panels also offer excellent resource efficiency and a comparatively-high recycling rate, all of which speaks to LG’s consistent and wide-ranging efforts to increase sustainability at all points of its products’ journey.

Not only is LG OLED TV better for the environment and indoor air quality, but protects consumers’ eyes as well. With people spending more time in front of their TVs in the social distancing era, instances of eye strain and fatigue have been on the rise. In a survey conducted by YouGov on behalf of Fight for Sight, more than a third of all respondents said that their eyesight had worsened in recent months.²

Where watching the TV is concerned, screen flickering and the emission of blue light are the main culprits for eye-related issues. Screen flickering is known to cause eye fatigue and headaches, and after prolonged exposure, even diminished vision, while blue light can lead to disruptions in sleep patterns, eye strain, dry eyes and feelings of exhaustion. With LG OLED, neither flickering nor blue light is a problem.

Thanks to their advanced OLED panels, LG OLED TVs have been found to be flicker-free and discomfort glare free by UL. They are also TÜV Rheinland Eyesafe^® certified for meeting low blue light requirements, emitting approximately 50 percent less blue light than similarly-sized premium LCD TV panels.

When it comes to immersive home entertainment experiences, sound quality is just as important as picture quality. LG OLED TVs are not the only “eco” products considering the planet and consumers. LG’s latest audio solutions that deliver dynamic, realistic sound, demonstrate the same focus on sustainability that can be seen in its next-gen TVs.

LG’s 2021 soundbars use recycled materials such as resin for the outer cases of many of the models while some models feature jersey fabric made from recycled PET bottles and have been certified as meeting the Global Recycled Standard.³In fact, many of LG’s soundbars have received UL 2809 Environmental Claim Validation Procedure (ECVP) for Recycled Content, an assurance to consumers that these products are indeed as environmentally responsible as advertised.⁴

In another measure to reduce environmental impact and waste, LG has adopted earth-minded packaging for the entire lineup. Using mainly recycled molded pulp, and greatly reduced quantities of EPS foam and plastic, the packaging has earning Eco-Product certification from SGS.⁵ As such, the soundbars have been assessed by SGS to have minimal environmental impact, emitting less air pollutants, containing few hazardous substances and providing a high degree of recyclability. What’s more, the packaging is designed in an “L” shape so more soundbars can fit in a typical delivery truck, lowering CO₂ emissions.

For home entertainment products that take both consumers’ and the environment’s health into consideration, LG continues to lead the way with a commitment as unwavering as its resolve to deliver the most immersive home entertainment experience possible.

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¹According to SGS Eco-Product certification ECO/18/CEBEC/00003, OLED TV panels are recognized as Eco-Product based on data showing they reduce the use of hazardous substances (Cd and InP free), reduce indoor (VOC) emissions during use phase and are excellent in resource and recycling efficiency.
²Online poll of 2,021 respondents conducted by YouGov on behalf of Fight for Sight in November 2020.
³Models SP7Y, SP2W, G1.
⁴Models SP11RA, SP9YA, SP8YA, SP7Y, SPD7Y, SP2W.
⁵Models SP11RA, SP9YA, SP8YA, SP7Y.

LG Newsroom