On December 19, 2024, in Shanghai /PR Newswire/ -- On December 18, the 2024 Fortune ESG Summit, themed "Value Reconstruction: Strategy and Practice," was grandly held in Fuzhou. More than 40 industry leaders, scholars, investors, regulatory officials, and representatives from ratings and Consulting Services institutions gathered to explore how ESG can become a new engine for value creation through cutting-edge strategy analysis and excellent case sharing.

As the only representative brand in the stationery industry, Morning Glory made an appearance at the event. Chen Zidan, Chief Sustainability Officer of Morning Glory, was invited to participate in the roundtable discussion "Consumer Awakening: Responsible Production and Brand Strategy," alongside sustainable pioneers like McDonald's, L'Oréal, and SIG, to discuss how to create sustainable brand value.

Against the backdrop of the "30•60" dual carbon targets and the United Nations Sustainable Development Goals, sustainable consumption has gradually become a powerful driving force for new development in the global consumer market and economy. A global survey conducted by leading Consulting Services firm Bain & Company in the first half of this year shows that consumer attention to sustainable development has reached unprecedented heights, with an increasing number of people choosing eco-friendly products.

As a warm and responsible Chinese stationery enterprise, Morning Glory has been continuously focusing on sustainability issues in recent years, actively seeking renewable, biodegradable, and safer, healthier raw materials, allowing stationery to contribute to improving the Earth's living environment, and insisting on innovation at different points in the product value chain.

At this summit's roundtable discussion on "Consumer Awakening: Responsible Production and Brand Strategy," Chen Zidan, Chief Sustainability Officer of Morning Glory, was invited to attend and Share the successful practices of Morning Glory in sustainable consumption innovation and brand upgrading: "As a brand and channel dealer, communication with consumers is a strong point for Morning Glory. Morning Glory always adheres to consumer-centered innovation, continuously developing 'few but refined' products with sustainable attributes each year, telling good product stories while providing warm sustainable education and interaction aimed at young consumers, conveying brand philosophy."

As the first listed company in the domestic stationery industry to publish an ESG report, Morning Glory has actively practiced corporate social responsibility since its inception. In 2021, the company formulated its first sustainable development strategy, committed to leading the Industry's sustainable development through four strategic pillars of sustainable products, addressing climate change, sustainable supply chains, and empowering employees and the Community, jointly writing a sustainable business future.

A pen opens up, leading to a green life. Morning Glory is committed to advocating more consumers to start from a single pen and take small steps in life to practice sustainable concepts through sustainable products. From the first Carbon Neutrality stationery series launched in collaboration with Meituan’s Green Mountain Plan, to the 'Eco-friendly Notes - Carbon Reduction Plan' series primarily made from recycled Plastics, to the 'Endangered Species • Wetland' series launched in partnership with the Mangrove Foundation (MCF), and finally to the 'Deep Blue Planet' series launched this autumn, where writing instruments are made from PLA biodegradable materials and recycled materials, calling for ocean protection together with WildAid, Morning Glory insists on embracing the current demands of young consumers and standing with them to protect biodiversity and safeguard our green home.

This autumn, Morning Glory will also combine poetry and art to launch the 'Guarding Deep Blue, Flash +1' marine protection public welfare pop-up event on Wuzhizhou Island, Hainan, inviting numerous charitable organizations, celebrities, Olympic champions, influencers, poets, caring brands, and media partners to deliver the "First Lesson of School" to national youth. Through activities such as national trash clearing campaigns, environmental protection declaration check-in, underwater science live broadcasts, and TikTok public tasks challenges, it aims to provide warm sustainable education for young consumer groups, allowing them to deeply understand how to contribute to ecological protection through a small pen in creative content and activity experiences.

With its outstanding performance in the field of ESG, Morning Glory has been selected for the 2024 Fortune China ESG Influencer List alongside leading companies in the sustainable sectors like Alibaba, JD.com, and Xiaomi, making it the only Chinese company listed in the stationery industry.

At the same time, Morning Glory has also been listed in the 2024 Fortune China Best Design List, and has won various awards including the 2024 Excellent Practice Case for Sustainable Development of Listed Companies, the 'Green Point China • 2024 Annual Case' Green Design Award, the 2024 BrandZ China Innovation Star Brand, the Top 100 Award of the Second Guoxin Cup ESG Gold Bull Award, and the Annual Public Welfare Case of the Dream Builder Public Welfare Conference 2024 held by Southern Weekend. Morning Glory's MSCI ESG rating has been upgraded for two consecutive years, and this year it has jumped to an 'A' rating, receiving widespread praise and recognition for its sustainable practices.

In the future, Morning Glory will continue to actively promote the implementation of its sustainable development strategy, focusing on consumers, and introducing more innovative sustainable products to young consumers, leading the industry's sustainable development and moving together towards a more sustainable future.