Arctic, the leader of the domestic appliances market in Romania, launches the Arctic Foundation, an initiative that aims to promote education for sustainability and to become a catalyst for discussions on topics related to sustainable development.
The Arctic Foundation aims to bring value to Romanian society and build a culture in the sphere of sustainability by encouraging and supporting Romanians to contribute actively both in the social and environmental fields. At the same time, its mission is to build a framework that promotes education in the area of sustainability, as well as the development of impactful projects, in order to achieve sustainable development objectives.
In preparation for the launch of the Foundation, Arctic, together with Ipsos, a global leader in market research, conducted an extensive study on the topic of sustainability in Romania, with the aim of discovering the significance of this concept in today’s society. According to the research, companies should take a proactive stance for a sustainable planet, say 91% of those surveyed, without excluding the involvement of the population (76%) and the government (67%). 4 out of 5 Romanians declare themselves willing to do more activities for sustainability, provided they have more knowledge in this regard. The main barrier is the lack of easy access to information, but also the lack of personal resources – either time or financial resources.
On the occasion of the launch, the Arctic Foundation started the campaign Redefining the Romanian Pride, through which it aims to show Romanians that being sustainable is a choice within reach, and a decision they can be proud of. The campaign aims to redefine mindsets by using memorable popular quotes that normally have a negative connotation and give them a positive connotation by linking them to sustainable habits. Thus, expressions such as “begged on the street” – for second-hand clothes, “like a peasant” – for food from local producers or “from alms” for food received as a gift acquire new meanings.
„The Arctic Company has sustainability at the core of its strategy, which is reflected not only in the innovative products we put on the market and in the production method, but also in the values and projects we promote. We aspire to a society where all people are aware of sustainability issues, are prepared to take action and pass this mindset on to future generations. The Arctic Foundation’s mission is to inspire as many Romanians as possible, both within the business environment and consumers, to act for the common good”, Murat Büyükerk, Chief Executive Officer Arctic, declared.
Arctic Foundation Board memebers are Murat Büyükerk, CEO Arctic Romania, Gabriel Eremia, Marketing & Product Management Director Arctic Romania, Virginia Oțel, Corporate Communication Director Garanti BBVA Romania, Ruxandra Mercea, Școala Încrederii Founder, Ionuț Dună, Head of Indirect Sales Enel Romania.