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