5
Panasonic
Gap Score: +13.9
#bestglobalgreenbrands
  • Panasonic has received more ENERGY STAR award recognition than any other consumer electronics manufacturer. Today, more than 300 Panasonic models across 9 product categories carry the ENERGY STAR logo, which indicates that a product uses less energy with no sacrifice in performance or features.

  • Taking steps toward zero waste, Panasonic achieved a factory waste recycling rate of 99.3% in 2013. The brand also used approximately 12 thousand tons of recycled plastic for its products in 2013.

  • In 2013, water used at factories per basic unit of production improved by 0.7% compared with 2012. Panasonic is also speeding up the development of industry-leading products that contribute to water saving.

  • In 2009, Panasonic launched home appliances with ECONAVI function, which automatically control power and water consumption to cut losses using sensor and other technologies. The brand now offers 25 products with ECONAVI function, helping consumers across 88 countries conserve water and energy through its growing range of smart products.

Working Together

Panasonic is a key stakeholder in the Fujisawa Sustainable Smart Town project, an innovative public- and private-sector partnership aimed at tackling some of the most critical problems facing society on a town-sized scale. The 1,000-household development located in Fujisawa, Japan, will pilot renewable energy initiatives from a community perspective. Panasonic is also contributing to the progress and development of societies by donating a total of 100,000 solar LED lanterns to people living in areas without electricity, by 2018, coinciding with the company’s 100th anniversary. The 100 Thousand Solar Lanterns Project’s website offers the public a chance to participate by designing a lantern cover through an interactive plug-in. In another initiative, Panasonic is partnering with the Japanese convenience store chain Lawson to pioneer the future of eco-conscious retail. The companies have designed a pilot store, which incorporates sustainable refrigeration, remote monitoring, and a solar-powered battery system. Panasonic hopes to seek out further collaborations of this type to continue to innovate green technologies for retailers.

The Green Advantage

Consistent with its “better life” promise, Panasonic continues to offer innovative energy- and water-saving products that help people around the world live conveniently, comfortably, and eco-consciously. In addition, visionary initiatives, such as the Fujisawa Smart Town and collaborations with retailers to create experimental stores, have positioned Panasonic as a brand that has the forethought and technological know-how to pave the way to a more sustainable world. While Panasonic holds steady this year, it is faced with a persistent gap between its successes in implementing sustainable business practices and a lagging public awareness of its efforts. To address this issue—and raise its green profile to the level it deserves—the brand should develop consistent messaging for its environmental activities. Priority should be given to engaging customers in conversations around the environmental topics related to not only the brand’s products, but also its practices. Integration of a public engagement component into sustainability activities is paramount. To exploit the potential benefits of a more-for-less approach, Panasonic should explore the use of emerging transmedia branding concepts, which can reinforce the brand’s other marketing goals. Thinking about sustainability projects as an ongoing dialogue with consumers is a good place to start.

Links

Panasonic Sustainability
Global Expansion of ECONAVI Products
Panasonic 100 Thousand Solar Lanterns Project
Fujisawa Sustainable Smart Town
Panasonic and Lawson open experimental store in Japan