The World of Because iCare

CapitaLand’s latest campaign highlights its continual efforts in environmental & conservation, stakeholder engagements and children & volunteerism

Issue: Feb 2012

CapitaLand’s latest campaign highlights its Because iCare efforts through three key areas – Environment & Conservation, Stakeholders and Children & Volunteerism
CapitaLand’s latest campaign highlights its Because iCare efforts through three key areas – Environment & Conservation, Stakeholders and Children & Volunteerism

CapitaLand has always believed in Building People. It is with this mindset that CapitaLand has, over the years, actively participated in various green initiatives and engagement programmes with different groups of stakeholders. It cares about doing its part in protecting the environment and conservation to create a vibrant, sustainable living environment for everyone. In addition, it strives to add value to stakeholder partnerships in different ways to enhance mutual learning and growth. In communities where it operates, CapitaLand seeks to contribute back to society through corporate philanthropy and staff volunteerism towards underprivileged children - all for a worthy cause. Simply because CapitaLand cares.

Mr Liew Mun Leong, President and CEO of CapitaLand Group, said: “The launch of Because iCare reinforces our ‘Building People’ credo and strengthens our commitment towards the people we build and the people we build for. Through this year-long campaign, business units across the Group will ramp up their efforts to engage and care for internal and external stakeholders.”

A microsite, www.capitaland.com/becauseicare, is created for the Because iCare campaign to facilitate the information sharing and allow stakeholders to access the calendar of Because iCare events aimed at achieving the campaign objectives and share feedback. Stakeholders can also look forward to an animated online game where participants can enter a quiz to visit simulated CapitaLand properties and win attractive prizes.

We Care. We Save.

One of the ways CapitaLand has always shown it cares is in its commitment to the environment as a green real estate developer.

Last month, CapitaLand was listed among the Global 100 Most Sustainable Corporations in the World by Canadian media firm Corporate Knights. This global recognition was announced at the World Economic Forum in Davos. In addition, CapitaLand is also listed in the Sustainability Yearbook 2012, one of the world’s most comprehensive publications on corporate sustainability. In 2011, CapitaLand became the only Singapore-based real estate company to be awarded the inaugural Asia Pacific Green Builder of the Year Award by Frost & Sullivan in its Green Excellence Awards.

CapitaLand’s Asia Pacific Green Builder of the Year Award by Frost & Sullivan is an endorsement of its efforts towards the environment
CapitaLand’s Asia Pacific Green Builder of the Year Award by Frost & Sullivan is an endorsement of its efforts towards the environment

To demonstrate top management’s commitment to the environment, in 2006, the CapitaLand Green Committee was established to spearhead Group-wide green initiatives, guided by a steering committee chaired by the Group President and CEO and CEOs of various business units. It also conducts internal training to impart the appropriate knowledge for the staff to carry out the green practices. Dubbed the Green Army, trainees go through a series of specially customised programmes. CapitaLand Green Building Guidelines were also developed to advocate best practices in environmental and universal design for accessibility for its properties, where internal green building rating targets are set.

Now, the Group’s efforts have paid off. Since 2005, the Group has bagged 51 Green Mark Awards (including provisional awards) by Building and Construction Authority (BCA) of Singapore, 4 LEED (Leadership In Energy and Environmental Design) certification by the US Green Building Council and India Green Building Council, 5 ASEAN Energy Award, and 1 CASBEE (Comprehensive Assessment System for Built Environment Efficiency) ranking by the Japan Sustainable Building Consortium. See some of the award winners here.

On Wear Less Day, staff and tenants of CapitaLand show they care for the environment by dressing down and increasing indoor temperatures to 25°C to save energy
On Wear Less Day, staff and tenants of CapitaLand show they care for the environment by dressing down and increasing indoor temperatures to 25°C to save energy

Creating innovative green programmes to engage the community on environmental awareness is another way CapitaLand engages stakeholders in caring for the environment. Last year, CapitaLand won the most creative campaign accorded by World Wildlife Fund (Singapore) for its Wear Less Day campaign held in conjunction with Earth Hour, where non-essential lights in over 200 CapitaLand properties worldwide are switched off for an hour. On Wear Less Day, staff and tenants dress down as temperatures indoors are turned up to 25 °C to save energy and cost. An online photo contest was also organized to generate public awareness and participation in this campaign. The Green for Hope @ CapitaLand and Green for Hope @Primary School recycling projects marry CapitaLand’s two corporate social responsibility areas - green efforts with corporate philanthropy. For every kilogramme of recyclable waste collected from participating CapitaLand properties and primary schools in Singapore, CapitaLand Hope Foundation donates S$2 in aid of the schools’ welfare fund and also towards charities for underprivileged children in Singapore.

Giant Pandas, Kai Kai and Jia Jia, are the beneficiaries of CapitaLand’s conservation donation, a testament of the company’s long-term commitment to China and giant panda conservation
Giant Pandas, Kai Kai and Jia Jia, are the beneficiaries of CapitaLand’s conservation donation, a testament of the company’s long-term commitment to China and giant panda conservation

CapitaLand is the Presenting Sponsor and Conservation Donor for the China-Singapore Giant Pandas Collaborative Programme as a testament of CapitaLand’s long-term commitment to China. It is honoured to be part of this fostering of stronger cultural ties and bilateral understanding between China and Singapore and to jointly collaborate in promoting giant panda conservation, raise public awareness of conservation and implement a giant panda breeding research programme. Look out for the educational programmes on wildlife conservation awareness in 2012, specially designed for underprivileged children and supported by the CapitaLand Hope Foundation.

We Care. We Share.

Another key aspect of CapitaLand’s Because iCare focuses on stakeholders. It is about the commitment to strengthen the relationships, adding value to the partnerships through constant engagements and grow alongside each other.

More than being a real estate company, CapitaLand shows it cares for its retail tenants by creating opportunities for them to learn and network to improve their businesses
More than being a real estate company, CapitaLand shows it cares for its retail tenants by creating opportunities for them to learn and network to improve their businesses

Through annual engagement initiatives such as Retail Global Connexion and the CapitaMalls Asia (CMA) Biz+ Series, CMA is constantly reaching out to its retail tenants. Such events are rolled out to help its retail tenants improve their operations and cost efficiency, provide opportunities for networking and promote learning from other successful international retailers. These are also platforms that provide insights for retailers with regionalisation plans.

For office tenants, CapitaCommercial Trust (CCT) has embarked on regular engagement activities by organising talks, movie screenings and giving out sweet treats like ice-cream (Ice Cream Day) and chocolates (Kit Kat Day) to foster goodwill and enhance communication and to become the “landlord of choice”. Its quarterly e-newsletter, CCT In Touch, also keeps tenants updated on CCT and other tenants’ activities.

Cool treats brought out warm smiles on Ice Cream Day at CapitaLand properties and helped to break ice between landlord and tenants
Cool treats brought out warm smiles on Ice Cream Day at CapitaLand properties and helped to break ice between landlord and tenants

For shoppers, CMA prides itself in providing delightful shopping experiences to them at its malls across Singapore, China, Malaysia, Japan and India. ION Orchard in Singapore, its model mall for Customer-Centric Initiatives, provides a transformational customer experience that delights its customers. To meet customer needs, ION Orchard has Service Ambassadors from different nationalities speaking a variety of 10 languages, a 24-hour hotline for shoppers, exclusive VIP restrooms and hand phone charging service. Its range of family-friendly facilities includes designated spacious ‘family’ car park lots, stroller loans at concierge desks, spacious parent cubicles in all adult restrooms; separate special child restrooms which feature miniature facilities for children; and parent nursing rooms which offer amenities like hot water, milk warmers, diaper changing table, and child seats. It is no wonder that ION Orchard has won the Best Shopping Experience Award for two years, conferred by the Singapore Tourism Board.

Understanding homebuyers’ needs to be updated on their home purchase, CapitaLand Residential provides a Purchaser Portal to keep their customers updated on the status of their development’s construction and progress payment schedule. In China, engagement activities are organised regularly for residents. Amongst them are Lunar New Year, Mid-Autumn Festival celebrations and interesting activities such as baking lessons for parents and children, professional early childhood education sessions for parents and babies, etc.

At Ascott, staff, residents and business partners are encouraged to adopt Green and sustainable business practices in its activities
At Ascott, staff, residents and business partners are encouraged to adopt Green and sustainable business practices in its activities

At its serviced residences, Ascott encourages all its staff, residents and business partners to adopt Green and sustainable business practices in its activities. From thoughtful gestures such as providing complimentary shopping trolleys to residents across all its properties in Europe, having its very own Ascott Earth Day every first Friday of the month in all its properties in the world to implementing Green Meeting Packages at Ascott Makati, Philippines, Ascott actively promotes Green initiatives, activities and communications to keep all stakeholders in line with its commitment to building a sustainable future.

CapitaLand firmly believes that its people are its strength. This is the very reason why this lies at the top of the organisation’s core values and forms the foundation of its credo, Building People to Build for People. CapitaLand is committed to investing in employees through learning and development to enhance their productivity and enrich them. Its investment in human resources’ well-being and sound human resource management practices has also been well-recognised. CapitaLand won the Most Admired ASEAN Enterprise Award for the Employment category in the prestigious ASEAN Business Awards in November 2007. Discover more about CapitaLand’s care for employees here.

CapitaLand staff volunteers visited students at CapitaLand Nang Yen Primary Hope School last year
CapitaLand staff volunteers visited students at CapitaLand Nang Yen Primary Hope School last year

We Care. We Give.

Beyond caring for our external stakeholders and employees, CapitaLand also cares for the future generation. Since 2005, CapitaLand Hope Foundation (CHF), the philanthropic arm of CapitaLand, has donated more than S$15 million to support programmes for the shelter, education and healthcare needs of underprivileged children in the communities where CapitaLand operates. 15 CapitaLand Hope Schools have been built in China over the years and the first Hope School in Vietnam, CapitaLand Nang Yen Primary Hope School, was completed in 2011.

Through staff volunteer expeditions to CapitaLand Hope Schools and annual programmes such as My Schoolbag, Kids Food Fund and Providing Educational Exposure for Kids (PEEK), CapitaLand has continually given aid to underprivileged children in the form of education, school provisions, daily necessities, food supplies and food-related assistance alongside educational sessions for children.

CapitaLand also actively promotes volunteerism among employees by organising a series of group wide volunteering programmes throughout the year as part of its corporate social responsibility efforts to engage and interact with underprivileged children and beneficiaries. In fact, each staff is given a three-day paid volunteer service leave annually to participate in charitable work of their choice, regardless of cause, simply to encourage and facilitate a volunteer service culture. CapitaLand is a pioneer among Singapore companies to extend such a benefit to all staff. For Singapore-based staff, CapitaLand Hope Foundation will donate S$500 to the preferred children’s charity of any staff who complete all three days of volunteer service leave within the year, as recognition of their social contribution.

Regardless of environment, conservation, stakeholder engagements, staff volunteerism or underprivileged children, CapitaLand is committed to continue its efforts. Visit www.capitaland.com/becauseicare now to discover more.

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