Health and beauty retailer AS Watson has established a global corporate social responsibility (CSR) committee, and for the first time it is comprised of millennials.

The 14 millennials selected come from 11 markets in Asia and Europe and make up the company’s sustainable development goals (SDGs) accelerator team.

AS Watson says its food business currently supports 14 SDGs, the wine business supports 12, and the health and beauty, manufacturing and electronics businesses support 13. All of its SDGs are based on the United Nations’ blueprint for establishing a healthier, better and more sustainable future.

“Millennials care not just about themselves, but also about the world and society they are living in. We’re excited to hear the team’s views on areas they care about, which also means our customers will care about,” says AS Watson Group Asia and Europe CEO Malina Ngai.

The millennials recently participated in the ‘Give a Smile’ medical mission held in Mae Sot, Thailand, in partnership with Operation Smile, a charitable organisation providing corrective surgery to children born with facial disfigurement.

“It’s love that drives volunteers from different backgrounds to join this mission which changes the lives of the children. I believe the smallest and yet the most valuable thing we can do for each other is to care. Care about ourselves, care about others, especially the needy around us,” says one of the millennials, Iryna Danevich, Watsons Ukraine learning and development manager.

AS Watson Group, which has 15,200 stores under 12 retail brands in 25 markets, has been hosting the ‘Give a Smile’ mission since 2018 and has funded surgery for around 1500 children with cleft palate or cleft lip since then.