7
Sony
Gap Score: +10.7
#bestglobalgreenbrands
  • As of 2013, Sony has exceeded its target of reducing energy consumption per product by 30%. The company also cut greenhouse gas emissions from its physical sites by 43% against year 2000 levels.

  • Sony led the push to tackle e-waste in the U.S., and now has established the EcoTrade program to offer credit for any brand electronics as well as free recycling. Similar e-waste programs are being tackled by Sony Canada and Sony India as well with a broad network of collection centers. Sony’s SoRPlas plastic, composed of more than 99% recycled materials, is being further integrated into its binocular, camera, and television products.

  • Sony’s Kumamoto TEC center in Japan uses a groundwater recharge system that irrigates fallow paddies and crop fields with water pumped from rivers to replenish the aquifer with 546 million gallons per year, which exceeds the amount of water used in its operations.

  • As part of its commitment to the United Nations’ Water for Life Decade, Sony helped to preserve biodiversity by creating 10 floating wetlands in Singapore to purify the water and allow local organisms to thrive.

Working Together

Sony’s global sustainability partnerships are vast and many. The Visual Storytelling Alliance is a collaboration between Sony and the NGO Conservation International, which hopes to raise public awareness about threats to the world’s biodiversity using Sony equipment to visually inform the public and UN delegates of the planet’s richness as well as the dangers it faces. Similarly, the brand partnered with Children’s Climate Call, a nonprofit that challenges young people to tackle climate issues, and the Forest Guard project to prevent forest fires in California through solar powered CCTV cameras that allow online viewers to report fires early. Sony is supporting activities conducted by the World Wildlife Fund for forest preservation in Bukit Barisan Selatan National Park, in Sumatra, Indonesia. Sony is also donating its products for extensive use in communication activities for widespread knowledge of the destruction of forests and for on-site studies. To convey images of the local situation and preservation activities in Sumatra to a wide circle of parties, Sony is donating digital technology, which is being used extensively in the concerned areas.

The Green Advantage

Sony recognizes the importance of preserving the natural environment and strives to achieve a zero environmental footprint throughout the life cycle of its products and business activities. From developing environmentally conscious products to reducing the environmental impact of its sites and promoting product recycling, Sony encourages positive change internally and externally through a broad range of environmental initiatives around the world, including conservation. In 2010, Sony announced its Environmental Vision and Green Management 2015 plan, a set of mid-term targets designed to facilitate the achievement of its zero environmental footprint goal. A testament to its efforts, Sony’s adept use of its technology and resources for environmental and social good has landed it at number 6 in Forbes’ “The 10 Companies with the Best CSR Reputations” list. Moving up in our ranking largely due to expanded reporting across key pillars, Sony’s sustainability performance is consistently strong, yet perception of those activities still lags a bit. A brand like Sony, with a digital-content-based product portfolio, should ask whether its corporate citizenship activities engage with its customers in the ways they expect. The company’s strengths as a content provider should be leveraged and aligned with its corporate citizenship activities and speak to existing customer communities: gamers want to play, film lovers want to watch, music fans want to listen. For Sony, content strategies could be the key to to maximizing positive impact.

Links

Sony and the Visual Storytelling Alliance
Sony and Conservation International
Groundwater recharge
Project for forest conservation in Sumatra
Conservation of indigenous species
Recycling activities in Pan Asia