Hyundai Motor Company CSR/CSV Newsletter · Hyundai Motor Company CSR/CSV Newsletter l English ......

Hyundai Motor Company CSR/CSV Newsletter l English

Hyundai Motor CompanyCSR/CSV NewsletterHYUNDAI MOTOR COMPANY(HMC)’S CSR/CSV STORIES 2017 #3

Direction and future plans for

CSV Strategy

HMC CSR/CSV Cases

in Korea

HMC CSR/CSV Cases from Overseas

Concept of and Specialized

Information on CSR/CSV

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Hyundai Motor Company CSR/CSV Newsletter BACK MENU NEXTWEB

Story 01 About Sustainability Index Sustainability indexes that evaluate corporate social responsibility and sustainability

Story 02 CSR Video is no longer optionalAnalysis of the influence of CSR movie on change in behaviors through authentic communication

Story 03 CSV through Up-CyclingThe future of shared value creation from up-cycling

Concept of and Specialized Information on CSR/CSV Read More

Story 07 For Green Today and TomorrowIntroduction of environmental protection activities in the vicinity of Hyundai Motor Manufacturing Czech (HMMC)

Story 08 Hyundai Dream Way 2017Report on the results of the welfare & CSR linkage activities of the Hyundai Motor Manufacturing Russia (HMMR)

Story 09 Dental Trailer - Citizen SmileIntroduction of Hyundai Motor Brazil (HMB) volunteer activities for local children

HMC CSR/CSV Cases from Overseas Read More

Story 10 Global Trend in 2018 Trend through 『2018 Trend Note』

Direction and future plans for CSV Strategy Read More

Story 04 Restoring your memories Talent donation social contribution – customer’s old vehicle restoration campaign

Story 05 Bus stop Filled with DreamsThe bus stop environment improvement activities for the residents in traffic-disadvantaged areas

Story 06 Social innovation idea created by the youthIntroducing the best cases of creating shared value of H–Social Creator

HMC CSR/CSV Cases in Korea Read More


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DJSI (Dow Jones Sustainability Indexes)

DJSI was jointly developed by S&P Dow Jones Indices and RobecoSAM, a leading sustainability index assessment company. DJSI has been producing sustainability indices for global 2,500 companies (companies with high market capitalization) since 1999. It is a global assessment model that comprehensively evaluates corporate values based on not only its financial performance but also its accomplishment in terms of social and environmental dimension.

Social Dimension

33%

33%

33%

Total

100%

Industry Criteria

57%

General Criteria

43%

Human-capital development (5.5%)Talent attraction and retention (5.5%)Labor practice indicators (5.0%)Corporate citizenship / philanthropy (5.5%)Industry-specific criteria

Corporate governance (6.0%)Risk and crisis management (6.0%)Codes of conduct/compliance/anti-corruption and bribery (6.0%)Industry-specific criteria

Environmental reporting(3.0%)Industry-specific criteria

Environmental Dimension

Economic Dimension

What is sustainability index?

Sustainability index is a standardized numerical measure of corporate value based on not only its financial perfor mance but also consideration of non-financial dimensions such as environment, ethics and social responsibility. The well known sustainability index includes DJSI (Dow Jones Sustainability Indexes) in the United States and KSI (Korean Sustainability Index) in Korea. Companies with high sustainability indexes are evaluated as innovative, future-oriented, and contributive in making the world better.

ISO26000

ISO26000 is an international standard for corporate social responsibility (CSR) published by the International Organization for Standardization (ISO) on 1 November 2010. It stipulates the responsibilities of all organizations and corporations to consider social benefit in all of their decision making process and business activities. The document basically establishes 7 major issues (governance structure, human rights, labor practices, environment, fair trade, consumer issues, community involvement and development) for 7 economic sectors (industry, government, consumer, NGO, etc.) and provides guidelines and recommendation for implementation.

Measurable social impact : Assessing the extent, nature, and persistence of the influence that a firm has had on specific social issuesBusiness result : Evaluating the profit that socially influential business returns to the company (contribution to profitability and shareholder value, etc.) Degree of innovation : Assessing how innovative the company’s diverse efforts are and how it is viewed as a good model for the industry.

Fortune’s Change the World Assessment Criteria

In addition, Fortune magazine, a leading global business magazine, in collaboration with FSG, a non-profit consulting

ISO26000 Assessment Criteria

Holistic Integrated Approach

Interdependence

Organizational

Labour Practices

TheEnvironment

Fair OperatingPractices

ConsumerIssues

CommunityInvolvement

andDevelopment

Human Rights

Organizational

Governance

Hyundai Motor Company (HMC) Comment

In accordance with the global trend of measuring and evaluating thecorporate social responsibility performance in recent years, the HyundaiMotor Group has completed the development of performance indicatorsfor social contribution and social responsibility activities and has beenusing them to evaluate the corporate social performance of its affiliatecompanies since 2016. As SRI became a standard practice in themainstream industry, a vast number of sustainability indexes have beencreated. However, there is an important questionto ask: What criteria should HMC adopt to determine the directionfor its future? Is it right to embrace them without criticism?It is crucial for us to see the other side of sustainability indices, whichappear a good idea and seem to be leading social changes that build a betterworld. In fact, we have not been able to resolve the problem of reliabilityrelated to sustainability indices that stem from inadequate transparencyand objectivity in the evaluation process and are still being confronted withthe criticism that they are actually instrument of “corporate greenwashing”.Therefore, rather than simply focusing on increasing sustainabilityindexes and making fragmentary interpretation of its results, we need toidentify the need for improvement and strive to become a company thatis respected and loved by the world through further growth and changes.

About Sustainability Index Sustainability indexes that evaluate corporate social responsibility and sustainability

This article examines DJSI (Dow Jones Sustainability

Indexes) and ISO26000, the most representative and

reliable indexes and proposes to think about the

direction of HMC’s sustainability.

DJSI Assessment Criteria

company, and the Shared Value Initiative, conducts an annual performance review of corporations based on the level of innovation, social influence and corporate performance and publish the Change the World list.

Global Trend in 2018

Direction and future plans for CSV Strategy

About Sustainability Index

CSR Video is no longer optional

CSV through Up-Cycling

Concept of and Specialized Information on CSR/CSV

Restoring your memories

Bus stop Filled with Dreams

Social innovation idea createdby the youth

HMCCSR/CSV Cases in Korea

For Green Today and Tomorrow

Hyundai Dream Way 2017

Dental Trailer - Citizen Smile


Hyundai Motor Company CSR/CSV Newsletter


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Hyundai Motor Company’s Efforts

In 2016, Hyundai Motor Company made a movie of corporate social activities taking place at local activities such as the ‘Employee Volunteer Lecture’, ‘Taxi Driver Health Improvement Project’ and ‘Happy Dream Car’ programs and promoted them both in and outside the company. Among the video movies, ‘Zero Accident for Children Campaign’ was chosen as candidate for 2016 CSR Film Festival. As of 2017 year-end, the company’s overseas workplaces are active in creating socially contributing movies, leading the effort to bring about changes in communication effectiveness and practical behaviors.

The power of video to bring about change in behavior

According to the recent Cisco Visual Networking Index (CISCO Visual Networking Index), video traffic between 2016 and 2021 will more than triple by 26% a year and account for 82% of all Internet traffic. In addition, Vern Oakley, CEO of Tribe Pictures, the author of “Outstanding Leadership”, said: “Video is no longer an option and it’s not just about leadership, but about communication, marketing and recruiting, and CSR needs to be more tightly integrated to all of these areas.” “A well-made movie can be the most effective way of delivering authentic message and creating emotional appeal, and such emotional approach should not stop at enabling people’s understanding but motivating a change in their behavior.” He also said “If a company wants to influence the world using such movies, it requires a change in behavior not just understanding.” If a company wants to achieve not only visible financial performance but seeks coexistence and co-prosperity with society and communicate directly to consumers, making CSR movie is not an option but a requirement.

CSR Video is no longer optional Analysis of the influence of CSR movieon change in behaviors throughauthentic communication

If a company wants to deliver an authentic

message through CSR activities, and if it wants

to go beyond helping people to understand to

motivate their action, the use of CSR video is

no longer a matter of choice but a necessity.

Lecture donation by automotive researchers Special social contribution to HMC

Importance and Impact of Forest Ioniq Forest

Happy Dream Car HMC transports happy life

Play video

Play video

Play video

Play video Safety campaign with mothers Zero Accident for Children Campaign

















https://www.youtube.com/watch?v=UeivMF2-3sQ

https://youtube.com/watch?v=0sWyxgKWm7w

https://www.youtube.com/watch?v=syEjuPbqDIc&t

https://www.youtube.com/watch?v=Ltythczipk8


HMC, under the resource recycling group system, is pursuing development in various fields with continued interest in the ‘resource recycling’ CSV program in the automobile industry. We are pursuing more aggressive and practical research on how to create more social values through up-cycling, including research on energy storage systems using waste batteries (energy storage systems) and development of items using the parts and materials from discarded vehicles. We look forward to contributing to the local community and the global environment by up-cycling available items such as work clothes and waste materials at overseas workplaces.

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What is up-cycling?

Up-Cycling is a combination of upgrade and recycling, signifying a more advanced form of recycling as opposed to simple recycling. It is a more active form of social activities in which waste products are used to create new values, e.g., waste banner being used to create eco-bag, waste tire to furniture. The approach is being received as a business model designed to create new shared values and is constantly growing.

At the opening ceremony was emphasized that ‘new recycling’ should become an attitude, not marketing or trend, i.e., an attitude and lifestyle that should be adopted by all rather than corporations that produce products. The ‘Seoul Upcycling Plaza’ is an educational institution and a place of civic experiences to share value, with the goal of becoming a landmark in the global upcycling market.

The ‘CONTINEW’ brand launched by MoreThan has been well received in domestic and overseas markets thanks to its neat finish and sophisticated design. It continues to grow steadily through investment support from leading domestic companies and successful crowdfunding. In addition, the company has participated in ‘Fashion World Tokyo 2017’ to secure new customers in the Japanese market and is establishing a local branch offices in Irvine, California. It is also in the process of signing a contract with a large editorial shop as well as making other efforts to enter foreign market. Finally, More Than is establishing itself as a model CSR company by contributing to make social improvements in addition to environmental improvement through upcycling, e.g., providing jobs for socially underprivileged people, women with career interruption and North Korean refugees.

The opening of the Seoul Upcycling Plaza As we face the new era of recycling

The Seoul Upcycling Plaza opened in last September. The facility is the world’s first upcycling complex designed and built to facilitate one-stop recycling process, ranging from collection of waste materials and products to their processing, production and sales. The building complex, consisting of 2 underground floors and 5 ground floors (16,630m2 in total floor area), houses 32 upcycling companies, and is evolving into a comprehensive multifunctional space, including the “Dream Factory” where companies develop new ideas, product showrooms, the “Material Bank” where companies can purchase needed materials, and the “New Recycling Shop” where customers can directly purchase products.

MoreThan, an upcyling company ‘The end is beginning of the new’

The seat leather, airbags and safety belts being discarded every year amounts to 4 million ton (67,500 ton in Korea) in total. Morethan is an upcycling company that uses them to produce wallets, bags and fashion items.

CSV through Up-Cycling The future of shared value creation from up-cycling

When we consider the purpose of CSV, which is to

constantly explore and find ways to create social

value while seeking economic profits, the upcycling

business model suggests a lot to us. The purpose

of this section is to remind people of the meaning

of CSV using notable upcycling cases in a hope

that this document would inspire and help people

working at HMC’s worksites across the world to

create various upcycling examples.

















H-Restore Campaign

Hyundai carried out the ‘H-Restore’ campaign, which restoresand improves the interior and exterior of old vehicles that containvaluable memories of customers. The H-Restore campaign is atalent donation-type social contribution activity that focuses onthe fact that some can not afford to manage car maintenancedue to economic reasons. Hyundai Motor Company, upondiscovering the story of customers who are having problem withreplacing or repairing cars from the company homepage, starteda campaign to repair and restore the vehicle interior/exterior oftheir cars using the ‘Dream Team’ consisting of 20 expert repairtechnicians in various fields at the company.

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H-Restore manager / Choi Seong-jae

Hyundai H-Restore Manager [Interview]

I want to repair my dad’s old truck,

who is living alone in Hampyeong,

Jeollanamdo. I and my brother and

sister are living in Seoul, and we don’t

get to visit him often. We were too busy to pay attention

to dad’s car, who is a farmer. Then, one day, I rode dad’s

old car, and I felt so sorry that I almost broke into tears.

Dad’s car was in an accident last year and received a

repair... The speedometer was broken, and the gear had

a handle missing, exposing the rod. My young brother

bought him this truck. Feeling sorry to ask for money,

dad refuses to receive help, saying “I’m fine. Why waste

money?” I am so worried about dad’s safety, and I came

across this event so I am applying. He lives in a remote

village where you can’t go there without car. Right now,

his friend does grocery shopping for him when they go to

5-day market in town. I want to give dad a present that he

will remember as he works hard on the farm and the field

every day. And I want to protect his safety too.

-Request from Yoon, Seoul-

I want to protect my dad

safely

Restoring your memories Talent donation social contribution– customer’s old vehicle restorationcampaign

The CSV-based management strategy of

the future market emphasizes the

harmonious balance of consumer values,

corporate values and social necessity. This

article, through the H-Restore campaign,

explores how social values can be created

by combining what car means to customers

and what HMC can contribute.

“Good son, my old car! I will rely on you again today.”

Although our car that has served our family, including my

95 year old mother and my grandson, for 13 years is in

bad condition, we have not been able to repair the car

despite frequent breakage due to economic hardship

caused by debt problem five years ago. The car received

damage in the front when it hit a stone as I veered off to

avoid hitting a wild animal. I felt as if I were hurt myself.

I use my car for a lot of reasons. Taking my mother to

hospital in the countryside where transportation is

poor. Taking care of elderly during emergency because

I am the head of the village. Taking grand kids to school.

Picking up my daughter who commutes to Seoul. To me,

this campaign was like a love letter from my beloved.

I hope my car will be reborn after receiving repair from

experts. I thank Hyundai Motor Company for warm care.

Although the car industry is going through difficult times

recently, remember that there are life-time customers

like me. Our family has been driving Hyundai car for five

generations. I will cheer you until the day

when Hyundai become a great

global company.

- Request from

Eom, Yongin-si, Gyeonggido -

Good son, My old car!

The H-Restore campaign is a social contribution activity for a long-time Hyundai Motor customers. After reading over 1,700 stories received over two weeks, we realized that car to many of our customers was not just a mere transportation means but ‘part of life’. Instead of merely restoring their car for these customers, we want to present the excitement and the memories of owning Hyundai car. We hope that the H-Restore program can help our customers gain strength as well as overcoming difficult situations in life. We will continue to develop campaigns to communicate with our customers and provide unforgettable memories.

















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Hyundai Motor Club Member [Interview]

Hyundai Motor Club / Lim Hyeon-jeong, Head of Volunteer Service Team

“ It was sad to realize that children, who will lead the country someday, were wasting their time at bus station because there was no fixed bus arrival timetable. Although it was not possible to reduce their waiting time, I thought I could help them use their time for better purpose, and that’s why I planned this campaign. I am also an owner of Hyundai car, and want to contribute to healthy automobile culture through continuous social contribution activities in collaboration with Hyundai Motor Company.”

Hyundai Build Station Manager [Interview]

Build Station / Yoon Se-jin, Assistant Manager

“ Build Station is a campaign that was designed by Hyundai Motor Customer Service Team for children in underdeveloped areas. We hope that our children will spend their precious time while waiting for the bus and grow to become a great leader in the future.”

Participating in social contribution in one heart

Hyundai Motor Club, a federated association of Hyundai motor enthusiasts, held the Build Station campaign, a campaign to improve the environment of bus station in Chudong village (Chudong-li, Gapcheon-myeon, Hoengseong-gun, Gangwon-do). The Build Station is a social contribution campaign jointly organized by 55 members of Hyundai Motor Club and Hyundai Motor Company. In the village of Hoengseong, only 3~4 buses stop and it is even difficult to know the arrival time. Therefore, the residents have to wait for a long time at the bus station in order not to miss the bus. Upon hearing the news, Hyundai Motor Company volunteer customer service team embarked on bus station environment enhancement project. In particular, the team built a mini library using the donated books for local children who have to wait for the bus an hour or two in order to go to school. Also, the team used seat, wheel and other automobile parts to make furniture and created wall drawing to improve bus station environment. The campaign was introduced as a good example of CSR activities in various media and received a positive response from society.

Bus stop Filled with Dreams The bus stop environmentimprovement activities for the residentsin traffic-disadvantaged areas

The rate of voluntary participation of

employees in corporate social contribution

activities is increasing. It is the evidence that

they understand the intangible value gained

from participating in CSR is big. Providing

opportunities for employees to share these

values can also be a win-win for companies.

Play video

















https://youtube.com/watch?v=eND10T83oZ0

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Forum for young people to share social innovation ideas (H-Social Creator)

H-Social Creator, jointly organized by Hyundai Motor Company and MYSC, is a social innovation discussion program where 30 college students interested in solving social problems meet together to discover creative solutions to solve various social problems and put their ideas into action. Celebrating its 3rd anniversary, H-Social Creator has merged with H-Ombudsman and is sometimes known as Social Innovation Ombudsman. It explores social problems through DesignThinking and develops solutions to solve them.

* DesignThinking : Innovative problem solving methodology (Develop various ideas based on empathy and analysis of the problem related to ‘man and problem’, quickly perform hypothesis testing, and develop solution)

Zero 100 Team

Shining over the darkness of the world

The Zero 100 team set as its improvement project goal the use of public transportation by people with disability and tried to find the solution in car sharing, which is receiving attention recently as a good example of sharing economy. Recently, Hyundai Motor Company and Hyundai Capital Services, Inc. jointly launched the ‘Deal Car’, a car sharing service. Unlike the current car sharing service where you have to visit a designated place to pick up a rental car, the Deal Car allows customer to pick up and return the car in a place they choose. The concept of Delight is to use this advantage to connect car renter and non-disabled people to guarantee convenient access to people with disability while offering discount and mileage benefits to driver. Also, it was designed to provide service infrastructure within the Deal Car and put vehicles for people with disability to help achieve CSR goal. Above all, passion and dedication of the Zero 100 team shined in that the team found improvement by riding wheelchair themselves and experience public transportation.

ABLEMOVE team

Achieving social contribution through advanced technology

The AbleMove team was determined to solve the problem of “safe walking,” which gives priority to the visually impaired people. The program proposed developing autonomous voice guidance service for the visually impaired by using HMC’s autonomous driving technology. By applying pedestrian navigation system, the team succeeded in receiving responses such as “impressive” and “innovative” based on the video it created.

The AbleMove team announced that its aim was to induce various social participations of the visually impaired and ultimately contribute to the improvement in quality of living in their life. Also, in order to go beyond a mere proposal and explore the possibility of putting the idea into action, the team conducted a feasibility study for the visually impaired and conducted in-depth discussion with HMC researchers.

Social innovation idea created by the youth Introducing the best cases of creatingshared value of H–Social Creator

In H-Social Creator, which celebrated its third

anniversary this year, college students came

up with novel ideas with passion that focused

on improving the problem of the people with

disability. This article introduces the case

of two teams whose ideas were selected as

best cases.


Hyundai Motor Company will continue to work with college students to explore social innovation ideas and is reviewing a plan to further expand and develop the program so that college students across the world could participate.

















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For Green Today and TomorrowIntroduction of environmental protectionactivities in the vicinity of Hyundai MotorManufacturing Czech (HMMC)

This article introduces Eco Day environmental

protection activities of Hyundai Motor Manufacturing

Czech (HMMC), which considers not only the mutual

growth with the region but also cooperation with the

community including the local natural environment.

HMMC / Barbora Hermanová

“ All of our HMMC employees have a shared awareness that community involvement is important. Eco-Day events are receiving a good response not only from local residents but also helping to form a positive consensus among us. Eco Day is not just about planting trees. We are working to create better future for all employees.”

HMMC CSR/CSV Manager [Interview]

We help together

HMMC Eco Day Campaign

The Eco Day of Hyundai Motor Manufacturing Czech (HMMC), which has already reached its sixth time, was held on October 14, 2017 near the local HMMC factory. The event was organized in the form of direct participation and contribution of employees to the improvement of the environment of Horni Domaslavice and Nizni Lhoty. In the first visit to Horni Domaslavice, the employee and their family planted 45 trees around the kindergarten to improve the surrounding forest environment, along with the maintenance of facilities around the playground for local children.

Then, the team moved to Nizni Lhoty and wrapped up the event by planting 150 shrubs and two large trees around a playground in the heart of the town. The Eco Day event of the HMMC was an event where employees and citizens of the local community get together to work on sharing a meaningful time and leading the way to improve the environmental protection of the local community.

Under the slogan ‘We work together to help the nature,’ HMC is actively promoting environmental improvement activities for the local community as well as mutual cooperation between the employees of the HMMC plant and the citizens of the neighboring community.

















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Hyundai Dream Way 2017Report on the results of the welfare & CSRlinkage activities of the Hyundai MotorManufacturing Russia (HMMR)

Hyundai Motor Manufacturing Russia (HMMR) is

conducting Hyundai Dream Way campaign that links

employees’ welfare and social contribution activities.

The campaign is a program to promote social welfare

activities in neighboring community by taking tour

of major historical sites in the north-western part of

Russia. In the second quarter of this year, the campaign

visited elderly, people with disability and single mother

protection center at Veliky Novogord. The Hyundai

Dreamway Campaign is receiving positive reviews

from local organizers community, service organizations

and local community.

HMMR / Savinova Marina

HMMR CSR/CSV Manager [Interview]

“ The reward that comes from providing happiness to the underprivileged through CSR activities is a great reward in itself. However, it makes it even more meaningful that we can share with people the core value of CSR envisioned by Hyundai Motor Company. We are trying to share our determination to solve social problems and various ideas to solve them through these activities while at the same time helping people of the area to become more interested in the social problems of their region. It is our hope that such efforts will lead to more interest, ultimately changing the world for better.”

HMMR Charity Events Handicraft Work Exhibition (2/22, 4/14)

“My Great City” Art Contest(5/1 ~ 5/25)

“Hyundai Dream Way“ Master Class Art Contest(5/27)

“My Great City” Art Contest Award Presentation (5/27)

Purchase and deliver necessity supplies box(5/15 ~ 5/27)

Tree planting and protection center public convenience facilities (5/28)

Meeting with protection center patients(5/28)

Team building activities through travel

















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Appreciation Plaque : We are grateful to those who have contributed to this important social project that has brought back laughter to our children.

We are making efforts to bring happy smiles to children who are in need of dental care.

The mobile dental clinic is certified by the ANVISA (National Health Inspection Agency) and provides healthcare services such as dental care, cavities, and lower jaw combined surgery.

Successful partnerships Portable dental clinic ‘Citizen Smile’

In addition to long-term partnerships with stakeholders, HMB has a strong interest in the safety and health of local residents. HMB, operates a portable dental clinic called the Citizen Smile to improve the quality of life for residents near Piracicaba. HMB confirmed that there are many children in need of dental services among the residents near Piracicaba in 2014, and in cooperation with Korean partner companies and Piracicaba Metal Workers Union (STMP) and local auto parts companies, is conducting Sorriso Cidadão ‘Citizen Smile’ campaign, a mobile dental clinic that visits public schools and institutions in Piracicaba to help children who need dental care. The clinic also visits families in marginalized communities to provide them with dental health care.

HMB and the partner of metal workers union (STMP) have been providing healthcare services to more than 32,000 people in more than 100 public schools and institutions since June 2014 through the Citizen Smile Campaign, and will continue to do so in the future.

HMB’s social contribution activities

1. Create a better traffic safety culture by Sponsoring the Monica’s Gang Park, a traffic theme park in Brazil - Operate a traffic safety program for children with the Monica’s Gang, the cele-brated cartoon characters of Brazil loved by everyone

2. Selected as “exemplary work place” by the International Labor Organization (ILO) and San Paulo state government

- Create a culture that respects ‘free, fair, safe and humane working atmosphere’ via creat-ing a culture of mutual respect between the company and the workers

Dental Trailer - Citizen SmileIntroduction of Hyundai Motor Brazil (HMB) volunteer activities for local children

We introduce the Citizen Smile Campaign of

Hyundai Motor Brazil (HMB), a company that strives

to create a healthy community beyond economic

co-existence with local communities.

















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“I am not what I buy, but where I stay”

Recently, the most popular noun in social media is ‘photo’ and the verb is ‘take’. We certainly live in the age of taking pictures. We do not take pictures to remember our experience, but seek experiences in order to take pictures. When we take pictures and upload in the Internet, A.I. diligently repeats machine learning process. A.I., through constant data learning, is expected to surpass man someday. It is difficult to talk about future without the impact of the big data and artificial intelligence.

The change of technology may not be known, but the emotions of people who see technology change can be seen. The excitement, expectation, fear, and sense of empathy for the coming age can be read through people’s actions. We call that ‘trend’. It may be difficult to predict the change in technology, but it is possible to observe how people feel as they think about such change. It is possible to read the collective emotion of the era that combines people’s excitement, expectation and fear about the coming age. We call this “trend”.

Today, people across the world are talking more about “where” they were than what they did and with whom. It means “place” has become important to Korean. Where I am is an important factor of determining who I am. That is, we left the age when “how” we live our life determined who we were and entered the era when “where” I am determines who I am. Therefore, if we want to read the emotions of our age, we need to understand and interpret where people like to go.

“We are a member of leisure-seeking society”

Then, what are these people doing in these places? When we analyzed the social media data compiled for last 30 months, there is a clear trend where action words related to coming, going, eating and playing increased, while descriptive words related to thinking, working and learning gradually decreased.

When asked if you are comfortable economically, time-wise and mentally, there are not many who can say “Yes” with confidence. But if asked if they want them, they will probably say “Certainly so” with confidence. You have a small house, no money, no time and unstable job. But you want to enjoy peace of mind. I want to confess that I am like that person. I want to be someone who is not constrained by the peer pressure of society or organization and the anxiety of future. I want to be able to upload a picture that proves the peace a “book” and a “cup of tea” “alone” at a “café” can bring, even if you get to read only a single page.

The vision of customers revealed by the big data is clearly a member of “leisure-oriented society”. The image we want to see in 2018 is close to a grasshopper playing a violin with his eyes closed rather than ants who sweat to work hard. The policies, products and services that can help take an extra step toward the aspiration sought by collective emotion will receive good response from people, or perish otherwise. What we need to consider along with the problem of the 4th industrial revolution, population aging, technology, etc. is the problem of man’s heart. Even with advanced technology, even when you get older, what moves people are their heart. Let us find insight inside their heart.

Title: 2018 Trend NoteAuthor: Kim Jung-gu, Park Hyun-young, Baek Kyung-hye, Yeom Han-gyeol, Jeong Yu-ra Bookstone 2017.10.19(From Kyobo Bookstore)

“People who come, go, eat and play instead of think, work and learn.”

The global Trend in 2018 suggested by Daum Soft, the biggest big data

analysis group in Korea

Hyundai Motor Studio is Hyundai Motor Company’s place of communication with its customers. The studio not only showcases cars but also suggests ideas on culture and art and new lifestyles to allow customers to experience Hyundai brand in various ways. We look forward to finding more opportunities to experience the brand and value of Hyundai Motor Company and more places to communicate with customers.

Goyang Beijing

Hyundai Motor Studio

Global Trend in 2018 Trend through 『2018 Trend Note』

















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