Hyundai enlists BTS in social media push for carbon neutrality

MANILA: Hyundai Motor Company has launched two social media challenges with its global brand ambassador and Korean pop group BTS to raise awareness on carbon neutrality.

As part of Hyundai's "Expecting Generation One" campaign, social media users will create unique contents on social media channels TikTok, Instagram Reels, and YouTube Shorts. The goal of their content is to remind "themselves and others about the importance of carbon neutrality and promote environmentally conscious behaviors needed to achieve it," Hyundai explained. 

The #Move4Gen1 dance challenge turns the idea of carbon neutrality into a series of easy-to-follow movements, demonstrated by BTS. The choreography features a scores of a plus sign representing already generated carbon emissions and a minus sign representing reduced carbon emissions. A score of zero represents net-zero carbon emissions. 

In the #Pass2Gen1 challenge, participants will relay messages about what they want to pass on to what Hyundai calls Generation One, the first generation to live in a carbon-neutral era. BTS will explain the elements of a good environment such as clean waters, blue skies, and star lights. Then, social media users will expound on the legacy they would like to leave behind as a responsible present generation.

"The challenges present a fun opportunity for the younger generation to take part in the global movement to achieve carbon neutrality," the carmaker said in a release.

“Millennials and Gen Z will play a major role in establishing a carbon neutral society so that future generations can thrive,” Hyundai Global Chief Marketing Officer and Head of Customer Experience Division Thomas Schemera said. “So, we’ve enlisted BTS and social media influencers to create synergy around this important cause.”

The "Expecting Generation One" global campaign was launched earlier this month to reinforce Hyundai Motor’s goal of net zero carbon in its products and global operations by 2045. Clean mobility, next-generation platforms, and green energy are key to this goal. The company plans to roll out more customer communications throughout the remainder of the year.

Photos from Hyundai

Also read: WATCH: Hyundai's 'Expecting Generation One' campaigns for carbon-neutral world