csr of sony

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CHAPTER No TOPIC Page no CHAPTER 1 INTRODUCTION TO CORPORATE SOCIAL RESPONSIBILITY 1.1Introduction 1.2 Functions Of CSR 1.3 Types Of CSR 1.4 Benefits Of CSR 2 2 4 6 CHAPTER 2 SONY COMPANY PROFILE 2.1Introduction 2.2 Company Profile 2.3History & Culture 2.4Vision Mission &Values 2.5 CSR Awards 7 8 9 10 11 CHAPTER 3 SONY CSR 3.1 Key Agenda 3.2 Sony CSR Highlights 3.3 Sony & The Enviroment 3.4 For the Next Generation’: Sony’s CSR 13 19 21 23 CHAPTER 4 Conclusions 24 TABLE OF CONTENTS 1

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Page 1: Csr of sony

CHAPTER No TOPIC Page noCHAPTER 1 INTRODUCTION TO

CORPORATE SOCIAL RESPONSIBILITY

1.1Introduction 1.2 Functions Of CSR1.3 Types Of CSR1.4 Benefits Of CSR

2246

CHAPTER 2 SONY COMPANY PROFILE

2.1Introduction2.2 Company Profile2.3History & Culture2.4Vision Mission &Values2.5 CSR Awards

789

10 11

CHAPTER 3 SONY CSR 3.1 Key Agenda3.2 Sony CSR Highlights3.3 Sony & The Enviroment3.4 For the Next Generation’: Sony’s CSR

13192123

CHAPTER 4 Conclusions 24

TABLE OF CONTENTS

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1. INTRODUCTION OF CORPORATE SOCIALRESPONSIBILITY

1.1 INTRODUCTION

Corporate Social Responsibility is a management concept whereby companies integrate social and environmental concerns in their business operations and interactions with their stakeholders.

Key CSR issues: environmental management, eco-efficiency, responsible sourcing, stakeholder engagement, labour standards and working conditions, employee and community relations, social equity, gender balance, human rights, good governance, and anti-corruption measures.

A properly implemented CSR concept can bring along a variety of competitive advantages, such as enhanced access to capital and markets, increased sales and profits, operational cost savings, improved productivity and quality, efficient human resource base, improved brand image and reputation, enhanced customer loyalty, better decision making and risk management processes.

DEFINITION

A company’s sense of responsibility towards the community and environment (both ecological and social) in which it operates. Companies express this citizenship through their waste and pollution reduction processes, by contributing educational and social programs and by earning adequate returns on the employed resources."

A broader definition expands from a focus on stakeholders to include philanthropy and volunteering.

1.2 FUNCTIONS OF CSR

The function of corporate social responsibility is for corporations to hold themselves accountable for the ethical, legal, societal and ecological impacts of their business practices. Corporate social responsibility practices are self monitoring, meaning there aren't laws requiring corporations to

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behave in a socially responsible manner. Rules regarding corporate responsibility practices are generally written into the corporate bylaws, mission statements and employee handbooks.

Ethical FunctionEthics are one of the most important aspects in corporate governance and therefore have an important function in corporate social responsibility. A company must have internal controls regarding the expected ethical behavior and consequences of unethical business practices of its top executives and employees. Behaving ethically makes the company as a whole accountable to its investors, shareholders and consumers. The ethical function of corporate social responsibility helps to prevent conflicts of interest between earning corporate profits and maintaining the integrity of the company and the goods and services it produces.

Legal FunctionThe legal function of corporate social responsibility is to encourage transparency in a company's business practices and financial reporting. Maintaining high levels of legal business practices, such as adhering to Occupational Safety and Health Administration, or OSHA, regulations promotes goodwill toward employees. Maintaining high levels of legal financial practices maintains good will among investors, stakeholders and government financial-reporting regulatory agencies such as the Securities and Exchange Commission, or SEC.

Societal FunctionThe societal function of corporate social responsibility is to respect and invest in the communities in which the company operates. Companies are aware of how the production of their products affects the local community. These companies take necessary actions to diminish the negative impacts of factors such as increased traffic, noise and pollution for the communities in which they operate. The societal function of corporate social responsibility also includes companies reinvesting in the communities in which they operate, such as donating money to local charities.

Ecological Function

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The ecological function of corporate social responsibility is to not only respect the immediate environment in which the company operates but also to respect the company's effect on the global environment. Companies are aware of the environmental impact the production of their products have on their local communities. In corporate social responsibility, these companies adhere to strict standards in an effort to diminish the negative impact of the environmental byproducts such as air and water pollution from the production of their products. Having such standards impacts both the local and global environments.

1.3 TYPES OF CSR

CSR can encompass a wide variety of tactics, from giving nonprofit organizations a portion of a company's proceeds, to giving away a product or service to a worthy recipient for every sale made.

Here are a few of the broad categories of social responsibility that businesses are practicing:

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Environment: One primary focus of corporate social responsibility is the environment. Businesses, both large and small, have a large carbon footprint. Any steps they can take to reduce those footprints are considered both good for the company and society as a whole.

Philanthropy: Businesses also practice social responsibility by donating to national and local charities. Whether it involves giving money or time, businesses have a lot of resources that can benefit charities and local community programs.

Ethical labor practices: By treating employees fairly and ethically, companies can also demonstrate their corporate social responsibility. This is especially true of businesses that operate in international locations with labor laws that differ from those in the United States.

1.4 BENEFITS OF CSR

“88% of consumers said they were more likely to buy from a company that supports and engages in activities to improve society.”

Consumers increasingly don't accept unethical business practices or organisations who act irresponsibly. Advances in social media (giving everyone a voice) mean that negative or destructive practices quickly fuel conversations online. Organisations are accountable for their actions like never before.

Corporate Social Responsibility Has Many Benefits that can be applied to many Business, In any region, & at a minimum cost

CSR should not be viewed as a drain on resources, because carefully implemented CSR policies can help your organization:

Enhanced Brand Image & Reputation

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Increase Sales & customer Loyalty

Develop and enhance relationships with customers, suppliers and networks

Attract, retain and maintain a happy workforce and be an Employer of Choice

Save money on energy and operating costs and manage risk

Differentiate yourself from your competitors

Generate innovation and learning and enhance your influence

Improve your business reputation and standing

Provide access to investment and funding opportunities

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2. SONY COMPANY PROFILE

2.1 Introduction

Sony's current financial difficulties are tied into its corporate culture which were stated over 30 years ago. With such a large multinational corporation, greater planning and more use of strategies should be pursued.

Sony the greatest company that started in post-war Japan. Sony has used its innovation in building markets out of thin air, created a multibillion, multinational electronic empire with products such as the transistor radio, the Trinitron, the Walk-in and the VTR. that changed everyday household lives forever.

However, this consumer targeted quest for excellence and constant innovation instead of targeting mainly at profit also has a lot to do with current crisis Sony is facing - sales and profits are down or are slowing down, capital investment cost and R&D are climbing, competitors are moving in with copycats.

Sony could start with the implementation of a new mission statement, with profit and benefits of the company tied more closely to everyday operations. Internally, the four forces, the management, the designers, the production and the marketing should achieve better communication and cooperation.

The first thing that comes to people’s minds of the company and products of Sony is its high-technology-filled-with-gadgets electronic goods and innovation.

As for cost cutting, Sony should seriously consider setting up operations in other Asian countries in order to take advantage of the cheap labour and the budding markets. Finally, diversification, instead of pursuing the fast changing and easily imitated consumer goods market.

The SWOT analysis and Porter's competitive forces model, we can view that the market is much more competitive with less profit margins and lead-time for product innovation.

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2.2 COMPANY PROFILE

Sony Headquarters at   Sony City   in   Minato, Tokyo

Founded: 7 MAY 1946

Founders: Masaru Ibuka Akio Morita

Headquarters: Minato, Tokyo, Japan

Number of Locations: Yokohama Newyork City & Many More

Area Served: Worldwide (204 Countries)

Key People: Osamu Nagayama (Chairman of the Board) Kazuo Hirai (President and CEO)

Products: Electronics Products (Mobile, computers, Video Games Etc.) Employees:1,80,500 (2009)

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2.3 SONY'S HISTORY AND CULTURE

Our founders in the early years

It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications Research Institute” to the billion dollar global conglomerate that it is today.

It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications Research Institute” into the billion dollar global conglomerate that it is today.

Ibuka and Morita also legends in their fields which they create vision and sense of direction for the organization. They also acts as bridges between the employees and the management.

The innovative style also stems from the "never copy others" culture, the generous funding of the R&D and huge amounts in capital investments. As described by Ibuka, "It also stems from consumer driven in which technology is targeted at consumers or business while American electronic industry are spoiled be military and space applications."

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Vision, Mission and ValuesWhen the company was founded in 1946, Mr. Ibuka created the Founding Perspectus, a

document outlining the mission and values that he wanted his company to adopt. The first

section was the “Purpose of Incorporation”, which was broken down into the following eight

points:

a. To establish of an ideal factory that stresses a spirit of freedom and open-mindedness, and

where engineers with sincere motivation can exercise their technological skills to the highest

level;

b. To reconstruct Japan and to elevate the nation's culture through dynamic

technological and manufacturing activities;

c. To promptly apply highly advanced technologies which were developed in various

sectors during the war to common households;

d. To rapidly commercialize superior technological findings in universities and research

institutions that are worthy of application in common households;

e. To bring radio communications and similar devices into common households and to

promote the use of home electric appliances;

f. To actively participate in the reconstruction of war-damaged communications

network by providing needed technology;

g. To produce high-quality radios and to provide radio services that are appropriate for the

coming new era;

h. To promote the education of science among the general public.i.Many of these values continue to resonate through Sony today. The company continues to

focus on communications and home electric appliances, but now also concentrates on content

and services for that are essential to the devices it supplies. This addition of content and

services has made Sony essentially a vertically integrated entertainment business. Today, the

company focuses on supplying electronic devices for use

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CSR Awards and Recognition from External Organizations

Fiscal 2014

Award during FY 2014 Subject Sponsor Acquired

InnoCSR's AIM Responsibility Sony group's CSR initiatives in Asia Inno CSR Co. Ltd. 2014.09

Award Asian Institute of Management

2014 Disability Matters AsiaPac Sony/Taiyo Corporation,

Springboard Consulting LLC 2014.07

Region Conference & Awards Sony Hikari Corporation

*Organization names appear as they were at the time of award receipt

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Fiscal 2013

Award during FY 2013 Subject Sponsor Acquired

Sony EMCS Malaysia KL Tec's

2 Prime Minister's Hibiscus Awards

local environmental management Ministry of Natural Resources and

2014.01

system and their activities to reduce Environment (MNRE), Malaysia

the environmental footprint

Sony Service and Operations of

National Council of the Maquiladora

Index National Environmental Americas's outstanding

and Manufacturing Industry of 2013.11

Award 2013 environmental activities and

Exportation (Mexico)

performance.

Trade, Industry & Energy Minister Sony Korea Corp.'s advanced Ministry of Trade, Industry & Energy 2013.10

Award response to climate change (Korea)

Environmental Minister Award

Sony Korea Corp. 's environmental

Ministry of Environment (Korea) 2013.10

management system

*Organization names appear as they were at the time of award receipt.

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3. SONY CSR

3.1 KEY AGENDA

Sony currently promotes CSR initiatives in line with its CSR agenda, which sets seven key areas

of focus –

corporate governance, compliance, human resources, responsible sourcing, quality and services,

environment and community - with the aim of strengthening its operating foundation and

continuously enhancing its corporate value.

Stakeholder input on CSR-related issues and suggestions is fed back to management and to

pertinent Sony departments (e.g., legal, compliance, environment, product quality, procurement

and human resources), to be incorporated into key actions, including the formulation of Sony

Group policies.

Verifying Key CSR Agenda and Determining Materiality

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1. CORPORATE GOVERNANCE

Board of Directors:

Determines the fundamental management policies of the Sony Group Oversees the management of Sony Group's business operations Appoints and dismisses the statutory committee members Appoints and dismisses Representative Corporate Executive Officers and Corporate Executive

Officers

Nominating Committee:

Determines the content of proposals regarding the appointment/dismissal of Directors

Audit Committee:

Monitors the performance of duties by Directors and Corporate Executive Officers Oversees and evaluate the work of the independent auditor, including to propose its

appointment/dismissal or non-reappointment, to approve its compensation, to evaluate the appropriateness of its audit regarding the financial results and internal control over financial reporting, and to pre-approve its engagement for any other services than audit services to be provided.

Corporate Executives:

Carry out business operations within designated areas, including business units, headquarters functions, and/or research and development, in accordance with the fundamental policies determined by the Board of Directors and the Corporate Executive Officers

2. COMPLIANCE

In July 2001, Sony Corporation established a compliance department responsible for exercising global direction and oversight of compliance activities across the Sony Group, to emphasize the importance of business ethics and compliance with applicable laws, regulations and internal policies.

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The organization (currently, the Legal & Compliance Department) establishes compliance policies and structures for the Sony Group.

To implement this mandate more effectively, in July 2003, Sony established a regional compliance network, comprised of regional compliance officers in the Americas, Europe, Japan, East Asia*1 and Pan-Asia*2, who are charged with exercising regional control over compliance activities to strengthen the compliance system throughout the Sony Group.

Officers responsible for compliance in each region have the authority to issue instructions concerning compliance to Sony Group companies in their respective regions and, by coordinating with one another, are working to establish and maintain a comprehensive global compliance structure.

The Compliance Audit & Monitoring function was established as part of the compliance network in April 2008 to support the company's global compliance initiatives and monitor and evaluate compliance program activities.

To further reinforce global compliance efforts, a Compliance Leadership Team was formed in September 2009 as an additional component of the global compliance network.

The Compliance Leadership Team assists in identifying, developing and implementing key compliance strategies and compliance-related measures; encourages more active participation in Group-wide compliance activities from a larger group of key Sony personnel by involving not only the Regional Compliance Officers but also experienced legal/compliance personnel from Sony Group companies; and creates a global framework that by its very structure highlights the company's compliance priorities and commitment to best practices.

3. HUMAN RESOURCES

Sony is committed to creating a workplace where human rights are respected and equal employment opportunities allow all individuals to make the most of their capabilities. In light of the increasing diversity of human rights issues facing corporations, Sony believes a common awareness among employees is crucial to ensuring such issues are addressed appropriately.

The Sony Group Code of Conduct, enacted in May 2003, contains articles related to respect for human rights and maps out policies that guide human rights-related rules and activities throughout the Sony Group.

The article in the Code concerning equal opportunity in employment lays down the Group's policy for recruiting, hiring, training, promoting and otherwise treating applicants and employees without regard to non-business-related characteristics, including race, religion, skin color, nationality, age, gender or physical limitation. These provisions are based on existing international standards, including the United Nations Universal Declaration of Human Rights.

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Sony holds an annual diversity message (slogan) competition on human rights-related issues to raise awareness among individual employees. This has become a well-established event, thanks to active promotion throughout the Sony Group and extensive employee participation every year.

A selection of messages (slogans) from the competition is displayed by Group companies to help raise awareness of human rights issues.

Sony provides training for new recruits through an e-learning module called "Human Rights and the Company" and holds regular human rights-themed training sessions for managers.

Sony also distributes a Human Rights Handbook to management-level employees. Each year in December, to coincide with Human Rights Week, Sony organizes a Diversity Forum, which gathers diversity offers from each Sony Group company.

4. RESPONSIBLE SOURCING

Sony is committed to conducting its operations in a socially and environmentally responsible manner and to sourcing from suppliers that share its values. Accordingly, in order to enable positive change in its supply chain, Sony works closely with its suppliers and subcontractors to address human rights, labor, health and safety, and environmental protection issues related to the procurement of raw materials and components.

Compliance with "Sony Group Code of Conduct" in Business

In May 2003, Sony adopted the Sony Group Code of Conduct, which stipulates the basic standards to be maintained by all directors, officers and employees of the Sony Group in order to emphasize and further strengthen corporate governance, business ethics and compliance systems throughout the Sony Group.

The code includes basic policies concerning dealings with suppliers, categorized under such headings as "Fair Procurement" and "Gifts and Entertainment," with which all personnel in the Sony Group are required to comply.

Managing Chemical Substances in Procurement

Given the global nature of its suppliers, Sony has led the industry by introducing its own global standards for management of certain chemical substances contained in products or parts, called Management Regulations for Environment-related Substances to be Controlled which are Included in Parts and Materials (SS-00259).

To implement this standard, Sony has established the Green Partner Environmental Quality Approval Program for supplier qualification. Only suppliers that comply with Sony's standards for management of chemical substances qualify for certification as "Green Partners." By

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procuring parts and products only from certified suppliers, Sony realizes consistent chemical substance management globally.

5. QUALITY & SERVICES

It is vital to detect product quality-related problems as early as possible. To that end, Sony established the Quality Hotline in 2003 to gather product quality-related information, including reports of problems, as well as opinions from Sony Group employees. Employees can send messages regarding such matters as issues that are too difficult to handle at their workplace and problems concerning the quality of Sony products and/or customer services from the customer's perspective, to the Quality Hotline's in-house website. Upon investigating a problem to ascertain the veracity of the information received, the Quality Hotline proposes and introduces measures to prevent previous problems from recurring and precluding potential new problems.

The Quality Hotline is closely linked to the Sony Pledge of Quality, which states that "Sony employees will always respect our customers' viewpoints in striving to deliver product quality and customer service that exceed their expectations." As of March 2014, Sony had received more than 1,640 reports since the establishment of the Quality Hotline. The diverse range of information received has included proposals to develop products and manuals more user-friendly, and has led to more than 1,053 improvements.

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ENVIROMENT

Sony recognizes the importance of preserving the natural environment that sustains all life on the earth for future generations and thereby ensuring that all humanity can attain a healthy and enriched life. In order to realize such sustainable society.

Sony strives to achieve a zero environmental footprint throughout the lifecycle of our products and business activities.

PrinciplesSony formulates the following goals in four key environmental perspectives and takes proactive actions to achieve those goals.

Climate Change Sony reduces energy consumption and strives to achieve zero emissions of greenhouse gases* generated throughout the lifecycle of our products, service and business activities.

Bio- Diversity Conservations

Sony protects and utilizes ecosystem services in a sustainable manner, while actively promoting maintenance and recovery of biodiversity through our business and local contribution activities.

Resources Conversations

In order to minimize resource inputs for our business activities, Sony identifies "Key Resources" and strives to achieve zero usage of those virgin materials. Sony also uses water efficiently, minimizes wastes from sites and maximizes our effort for take back and recycling products from markets.

Management Of Chemical Substances

Sony minimizes the risk of chemical substances that we use causing serious harm to human health and the environment. Sony maintains strict control over the chemical substances we use, while, in line with the precautionary approach, taking steps whenever possible to reduce, substitute and eliminate the use of substances that have potentially significant impacts on the environment even in the cases where scientific evidence is not fully proven.

6. COMMUNITY

Sony leverages its products, services, content, technologies and innovation, as well as the talents of its employees, to facilitate community engagement activities. Sony also capitalizes on partnerships with external stakeholders.

As a means of informing as many people as possible about these issues, Sony also undertakes educational campaigns linked to its marketing initiatives and incorporates its CSR goals into its internal human resource development.

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Hence, Sony not only seeks to contribute to the resolution of social and environmental issues but also to integrate community engagement into its business operations as a way of enhancing those operations.

3.2 SONY CSR HIGHLIGHTS

Taking into consideration our overall operating environment in fiscal year 2013, we continued to promote initiatives in each of the seven key areas of our CSR agenda, bearing in mind their relevance to Sony's businesses and the concerns of our stakeholders. In the area of responsible sourcing, we launched a new initiative to enhance transparency across the entire Sony Group supply chain and disclose information regarding the use of four key minerals in that supply chain. We also undertook sustainable grass-roots community initiatives around our sponsorship of the 2014 FIFA World Cup, including a soccer-themed social contribution program for children in Latin America, Africa and Asia. Let me share some details regarding both of those initiatives with you.

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Investigating & disclosure information on the use of conflict minerals in Sony’s group supply chain

As part of our ongoing commitment to responsible sourcing, and to comply with the Dodd-Frank Wall Street Reform and Consumer Protection Act transparency and disclosure requirements, we determined the use and source of four key minerals in our products-tin, tantalum, tungsten or gold-to help ensure that our products do not contain those minerals from sources that benefit armed rebel groups in the DRC or the adjoining region, while at the same time making sure that we are still able to source responsibly from that region, and we submitted a report of our findings to the U.S. Securities and Exchange Commission (SEC).

We also supported and participated in a range of multi-industry, nongovernmental organizations (NGOs) and public-private programs addressing this issue.

In addition to continuing to pursue these and other initiatives, we promote active, on-going dialogue with NGOs, industry groups and other external stakeholders as part of our overall effort to achieve a conflict-free supply chain.

Dream Goal 2014: A Soccer –Themed CSR Programmed for Children Around The World

As an official FIFA partner, Sony launched "Dream Goal 2014," a special CSR program

conducted in conjunction with the 2014 FIFA World Cup Brazil™. This program, made possible

through collaboration across the Sony Group in partnership with participating NGOs worldwide,

showcases a wide range of online and offline initiatives that are expected to benefit

approximately 30,000 children in Latin America, Africa and Asia, including: 

•Street Football Stadium Project: In partnership with street foot ball world , Sony is providing

25 easy-to-build, portable, pop-up football stadiums to children in eight countries in Latin

America. As part of this project, workshops will be conducted, using these stadiums and the

game of soccer, with a focus on developing and promoting leadership skills and gender equality,

among other things, for approximately one year following the conclusion of the 2014 FIFA

World Cup™.

•Football for Hope Siyakhona Media Skills Program: Led by FIFA and Sony, this program

provides media skills training workshops to young community leaders using media equipment,

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such as digital cameras, provided by Sony. These efforts will continue through April 2015,

spanning 11 countries in Latin America, Africa and other regions.

Through these and other initiatives, we look forward to continuing our investment in the

communities we serve and to fulfilling our responsibilities as a global corporate citizen. By

driving innovation and implementing sound, ethical business practices with the goal of

enhancing corporate value, and by continuing to foster a corporate culture that values CSR, we

aim to meet the expectations of our stakeholders in contributing to a better, more sustainable

society for all. 

3.3 SONY & THE ENVIROMENT

SUPPORTING THE ELECTRONIC WASTE RECYCLING PROGRAM” LIVE THE CHANGE ”

Children at Green City

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Sony is striving to achieve a zero environmental footprint throughout the entire product life cycle.

The ultimate goal of "Road to Zero" inspires our imagination, innovative technology and also your curiosity. 

Our unique environmental initiatives are expanding around the world as we continue down the Road to Zero.

Topics focusing on people, concepts and activities from Sony's environmental initiatives.

MESSAGE FROM THE CEO

BEING @ ENVIROMENTAL

We live in an age where customers consider environmental factors in their purchase decisions, and Sony's environmental initiatives remain one of our most important tasks.

"More with Less" is a phrase that captures Sony's commitment to the environment, delivering products that offer "More" value and entertainment with "Less" environmental impact.

Sony is committed not only to offering products, services and content that deliver exciting user experiences by inspiring and fulfilling the curiosity of our customers around the world, but also, through our "Road to Zero" environmental plan, to working towards our goal of a zero environmental footprint throughout our business activities.

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3.4 FOR THE NEXT GENERATION’: SONY’S CSR

Sony’s ‘For the Next Generation’ philosophy has been an important guiding principle for the company’s CSR programmes in education, poverty, environment, disaster relief and in bringing employees to participate in its volunteering programmes.

 

Sony has broadened the scope of its activities beyond the science education initiatives introduced by Masaru Ibuka to include support for arts education, leveraging its resources in the entertainment field to assist efforts in music areas.

Sony also strives to fulfill its responsibilities as a global corporate citizen through efforts to support the MDGs, which seek to resolve such key global development challenges as environmental conservation, poverty, education and by providing assistance in the aftermath of major catastrophe or crisis stuation, thereby contributing to the realization of a sustainable society.

In addition to monetary donations, Sony contributes in a manner that capitalizes on its unique capabilities. Initiatives that leverage Sony technologies, products, services and content resources.

In addition, the volunteer involvement of approximately 180,000 Sony Group employees worldwide, serve to enhance employee awareness of global issues, as well as to enhance motivation.

Sony is also working with nongovernmental organisations (NGOs), international agencies and other groups that bring together networks and local expertise that Sony does not have, partnership that yields more effective results.

Sony also links marketing activities that leverage its close relationship with customers to further enhance the initiatives.

Employees’ participation in the initiatives will enhance efforts to foster human resources, contributing to both the resolution of social and environmental issues and to the advancement of Sony’s business activities.

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4. Conclusions

Reputation is a key link in the CSR chain (or CSR is a key link in the reputation chain). However, the chain is no stronger than the weakest link’s ability to withstand critics’ scrutiny. One can conclude that making a case for having achieved CSR standards, or demanding that some frustrate the achievement of others, can be perilous in public discourse and reputation management.

Don’t make claims that cannot be proved.

Understand that every claim of CSR performance that is made in the public record is subject to review.

It will be examined, analyzed, and compared against each and other organizations’ performance and policy.

Realize that just making claims that one standard frustrates another standard is not justification alone for a lower standards.

Don’t make claims or set standards for reputation value alone if they cannot or will not be met.

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Webilography

World Wide Webhttp://www.sony.net/SonyInfo/http://www.referenceforbusiness.com/history2/61/Sony-Corporation.html.www.sony.net/SonyInfo/IR/library

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