BMW gearing up for a sustainable future

Wu Bofan, publisher of the domestic magazine 21st Century Business Review, said such moves are examples of corporate social responsibility in the new era.

"Some companies still simply equate corporate social responsibility with donations. That mindset is outdated now. Those who donate yet still cause pollution are not sincere and they will not survive in the future."

Wu said what the society wants companies like bees, which "produce honey for themselves but meanwhile help pollination".

Kastner said BMW has been implementing a CSR strategy adapted to local conditions in China.

Its programs fall into several major categories - resources, intercultural innovation and social inclusion as well as education. All are designed to help the long-term, balanced and sustainable development of Chinese society.

One of them is the company's Culture Journey that has taken trips to 21 provinces and municipalities over the past eight years, exploring more than 210 intangible cultural heritage items and donating a total of 8 million yuan ($1.3 million) to them.

The history and culture of the ancient land is fascinating, said Kastner, who was on the trips for the past five years.

"However, as more and more young people leave their villages, where their families have lived for many generations, many forms of ancient craftsmanship and ethnic arts are gradually fading away from public view," he said "Respect for Chinese civilization and our sense of cultural duty are the drivers for continuing this meaningful initiative."

Education has been another major focus for BMW. In the past three years, the company leveraged the BMW Warm Heart Fund to establish 53 BMW JOY Homes in 28 provinces in the country.

"Whether it's supporting school facilities or providing spiritual support, we sincerely hope to create a better learning and growth environment for children."

The BMW Warm Heart Fund established six years ago, which has become an important platform for the company's CSR practices. The fund has arranged eight visits to Yushu, a Tibetan prefecture in Qinghai province. A 7.1-magnitude earthquake claimed nearly 3,000 lives in Yushu in 2010.

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