StarHub goes even greener with a new look for logo

StarHub has unveiled a new "World's Greenest Mobile Operator" logo to brand all its sustainability efforts. Splashed across an electric green circular economy symbol, the logo highlights StarHub’s commitment to enhancing its sustainability strategy and practices, with the arrows representing the 4Rs – Refuse, Reduce, Reuse, and Recycle. The circular economy symbol also embraces the “Portal” motif in the StarHub logo. 

StarHub's spokesperson told MARKETING-INTERACTIVE that it designed a modern logo to tie the StarHub brand closer to its identity as a Digital+Green champion. The logo was created by StarHub’s brand and marketing communications team, in collaboration with TSLA. The logo will be used to brand StarHub’s ongoing sustainability efforts, until the end of 2022. 

Meanwhile, in celebration of Earth Day and to shine a spotlight on the importance of preserving the shared natural environment, StarHub is inviting customers to take part in its digital sustainability initiatives. The first being its "Plant-A-Tree with StarHub" digital initiative on the My StarHub app until 31 May. The more customers pledge, the more trees StarHub will plant. Working in close cooperation with the National Parks Board’s Garden City Fund, StarHub will arrange for these trees to be planted at a suitable nature park in Singapore. Five StarHub customers will also be randomly selected, by means of a "StarHub Green Quiz", to plant the trees along with three of their friends, to spruce up the environment together with StarHub senior leaders and staff volunteers in the third quarter of this year. The quiz aims to raise awareness of climate change and encourage pragmatic ways to greenify the environment for customers. 

Since 2012, StarHub has stepped up in support of NParks' #OneMillionTrees movement and the Government’s vision of a City in Nature, having sponsored over 400 trees across the region. Its spokesperson said it will be amplifying its digital sustainability campaign through Facebook, Instagram, and LinkedIn, to reach as many customers as possible. Progress updates will also be shared on the telco's app. 

Veronica Lai, chief corporate and sustainability officer, said the new Green logo signals its strong intent to build a more liveable future together with its customers, partners, and employees. "We are excited to involve our customers in our sustainability journey, as they roll up their sleeves for the environment by planting trees to buffer against climate change. It is tough work, as many of our staff volunteers can attest to, but enormous fun, camaraderie, and fulfilment, as we green Singapore together, one tree at a time," she said.

Lai added: "We are passionate about green and going greener with our customers. It is our promise to put sustainability at the heart of our day-to-day business operations, in tandem with our DARE+ five-year strategic transformation."

Sustainability is an integral part of StarHub’s strategy and operations, said the company, adding that it has been taking proactive steps to minimise its environmental footprint, by optimising energy usage, reducing waste, and adopting green practices. In January, it collaborated with water technology scale-up Hydroinformatics Institute, to develop a cost-effective rainfall monitoring system using StarHub’s mobile base stations as rainfall sensors. This system will help the Public Utilities Board obtain insights on rainfall intensities and better prepare for flash floods. In February, StarHub inked a collaboration with the National University of Singapore to integrate its latest 5G and IoT solutions with the university’s smart campus innovations, to manage campus facilities more efficiently. One of which was the deployment of Singapore’s first 100% solar-powered campus WiFi by StarHub 5G.

To enhance its ESG efforts, StarHub has also taken a leap to set StarHub’s 2030 Sustainability Goals. On this front, it is working towards halving its carbon emissions, as well as increasing its sage of renewable energy to 30% of total consumption by 2030. It will also continue to present exciting Green Tech opportunities, aimed at creating and delivering sustainable solutions for both StarHub and its customers.

While sustainability is embedded in our day-to-day operations and underpins all that StarHub does, the spokesperson added that there is a need to ensure that its ESG efforts are in alignment with its core business functions. Working swiftly with various business units across StarHub, the telco explored areas of optimising energy usage, reducing waste, adopting green practices, and upholding the highest level of governance.

"With strong cooperation, we have successfully met our short-term Green goals – in 2021, we have already achieved an 8% reduction in greenhouse gas emissions, and reached 6% renewable energy use – with our eyes trained on meeting the ambitious 2030 sustainability targets," the spokesperson said.

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