The HS4A theme was once again a central theme of CES2024 and the campaign branding and messaging was found at every event, public space and keynote. The concept of human security was mentioned by notable CEOs in keynote speeches, panel dicussions, and press releases. One example is a quote by Kisun Chung, Vice-Charman and CEO of HD Hyundai during his keynote: “Improving the productivity and sustainability of the construction industry is key to tackling many, if not all the human security challenges of our civilization. It’s about changing the way we build so that we can change our future.