05 Sep 2022
SINGAPORE, 5 SEPTEMBER 2022
Frasers Property today announced the debut of the Group’s first-ever multi-market purpose-led campaign. Building upon its corporate Purpose of – Inspiring experiences, creating places for good – the campaign reflects its shared Purpose and values across its multinational business. Frasers Property’s Purpose guides the company’s strategy, priorities and opportunities it creates for its people. It reinforces the company’s focus on innovation and collaboration to create long-lasting value for its customers and partners, while helping address some of society’s most pressing issues.
“Real estate has such a pivotal role in society in helping to connect and strengthen businesses and communities and making a positive contribution in a rapidly changing world. As a leading multinational real estate company, we are committed to our Purpose to benefit businesses, society and the environment. Whether it is in endeavouring to deliver quality customer experiences, contributing to a better quality of life, becoming a net-zero carbon corporation, or building a more resilient future-ready business – we do see the importance in helping to build a more inclusive and healthier world. We believe in the power of contributing a positive ripple effect to encourage people, businesses and communities to partner us in this shared journey,” said Adeline Ong, Senior Vice President, Head of Group Strategic Communications & Branding, Frasers Property Limited.
Recognising that it is in the business of nurturing thriving communities, Frasers Property wants to harness the experience and expertise of its people for maximising the potential of its assets to create positive and impactful interactions. To go beyond Environmental, Social and Governance (ESG) considerations, its Purpose explores three interconnected dimensions – Planet, People and Society. Under Planet, the Group is taking a whole-of-environment approach to reduce real estate’s reliance on carbon and use safer and greener building materials. Under People, it is assessing its impact at a stakeholder level looking at areas such as Diversity, Equity and Inclusion for its people and communities, as well as Innovation & Learning for its employees. Under Society, it strives to build better connectivity and resilience by reducing inequalities and enabling better access.
New digital campaign on decarbonisation
“While Frasers Property’s Purpose was introduced since the start of last year, this is the Group’s first campaign that frames our approach as an inspiring narrative for good, anchoring on one aspect of our purpose-led journey – towards decarbonisation in real estate. Tangible climate action needs the participation of every individual and business. We hope our Purpose inspires more to step forward – by not only collaborating with us in making a better future, but to create value for the benefit of all. It is in this spirit of collaboration that you will see in the Purpose campaign we’ve launched, to convey ripples of positive change. Individual purpose and action can align with corporate initiatives,” Ong added further.
Contributing to real estate’s efforts for a carbon-neutral future
Climate change is having far-reaching and debilitating effects on ecosystems and people’s way of life. Scientists and experts have warned that urgent action is needed if we are to avoid a global ecological collapse, which would be disastrous to lives and livelihoods. Real estate contributes 40% of carbon emissions globally.
Recognising the need for more industry players to lead the charge in in achieving net-zero carbon for a carbon-neutral future, Frasers Property begun its sustainability journey early, publishing its first Sustainability Report in 2015. In 2021, Frasers Property announced five sustainability goals to guide a long-term roadmap to achieving carbon reduction across the Group’s businesses with the ultimate ambition of achieving net-zero carbon by 2050. Some business units that are further ahead in the journey are expected to achieve net-zero carbon from 2028 onwards. The Group is also leading the charge in green and sustainable financing, having raised over S$8 billion in green and sustainability loans and bonds to-date. It has also earned numerous accolades and industry recognition in its continuous pursuit of sustainable innovation to make buildings greener and achieve lower carbon intensity.
Achieving carbon neutrality is a long-term commitment, particularly for the built environment. To evidence the work-in-progress across Frasers Property’s multinational property portfolio, six properties are being highlighted. These individual examples are just some of the Group’s decarbonisation efforts in Scope 1, 2 or 3 emissions. To learn more, please visit this on its decarbonisation story.
Elsewhere in Singapore, two of Frasers Property’s malls – Tampines 1 and Century Square – operate energy-efficient chillers and have been selected as key injection nodes for the country’s first brownfield District Cooling Network, in partnership with the government, Temasek and SP Group. Centralised cooling plants circulate chilled water through the buildings via an underground network of insulated pipes to provide air conditioning. The network can also provide cooling capacity to adjacent buildings in the area.
Recognition as a Singapore Champion of Good
On 1 September 2022, Frasers Property was organisation by the National Volunteer & Philanthropy Centre (NVPC) – a testament to the company’s progressive efforts in its purpose-led journey and in making positive social impact and experiences for communities. The Company of Good connects organisations to do good strategically, sustainably and impactfully and provides opportunities to like-minded organisations to learn, network and collaborate to deliver positive social impact causes.
About the campaign
Developed with branding agency, Sedgwick Richardson and Frame by Frame, a full-serviced production house based in Singapore, the Purpose campaign follows the refresh of the Frasers Property brand in October 2021. The evolved visual identity was inspired by how Frasers Property wants to drive evolutionary change in what it does with its purpose.
The campaign media buy launches from today with digital, paid social, and Frasers Property social channels and a digital content partnership with Bloomberg. Geographies include Singapore, Thailand, and the United Kingdom.