LG Electronics has unveiled a transformative brand refresh in Australia and New Zealand, centred on environmental sustainability and social responsibility. The company’s iconic “Life’s Good” tagline has evolved to emphasize that “Life’s Good when we Do Good,” marking a significant shift in corporate strategy.

The initiative introduces six comprehensive “Do Good” missions focusing on carbon neutrality and inclusive product design, demonstrating LG’s commitment to environmental stewardship. This strategic realignment represents a fundamental change in how the company approaches its business operations in the ANZ region.

A cornerstone of this refresh is LG’s groundbreaking partnership with Taronga Conservation Society Australia, establishing the company as the inaugural presenting partner of the Hatch Accelerator Program. This world-first zoo-led startup incubator aims to nurture innovative solutions for pressing environmental challenges.

The 2025 Hatch cohort will receive extensive support through masterclasses, workshops, and mentorship opportunities from both LG and Taronga’s networks. This collaboration represents a significant investment in developing practical solutions for conservation challenges while fostering entrepreneurial innovation in the environmental sector.

To embed this new direction internally, LG hosted its 2024 “Reinvent Day” across its Australia and New Zealand offices. The event, broadcast from the NSW office in Parramatta, engaged employees through interactive sessions and panel discussions featuring notable speakers including wildlife activist Tyson Mayr and Taronga’s Education Director Paul Maguire.

The company has already demonstrated its commitment through tangible actions, including a AUD 10,000 donation to Taronga’s Red Panda conservation efforts and the launch of an “e-Dopt” program for zoo animals. These initiatives build upon LG’s existing community engagement, which has seen over AUD 1.7 million donated to communities in need through various programs.

The collaboration extends beyond immediate conservation efforts, incorporating educational initiatives and community engagement programs designed to create lasting environmental impact. LG’s internal “LG Lifestylers” program encourages employees to become brand advocates, sharing how the company’s innovations contribute to sustainable living.

The partnership with Taronga Conservation Society Australia serves as a model for how corporations can meaningfully contribute to environmental conservation while maintaining business success.

For businesses and consumers alike, this initiative demonstrates how corporate responsibility can evolve beyond traditional boundaries to create genuine environmental and social impact. As sustainability becomes increasingly crucial to consumer choices, LG’s renewed focus may well set a new standard for corporate environmental engagement in the region.

News Source: https://www.lgnewsroom.com/2025/02/when-lifes-good-meets-doing-good/