Ethical Performance
inside intelligence for responsible business


Sony goes for ‘zero’ footprint by 2050

May 2010

Electronics giant Sony has set itself five-year targets in its drive to achieve a ‘zero environmental footprint’ by 2050.

Sony’s Road to Zero objectives, to be implemented globally throughout the group’s operations, include ‘mid-term targets’ for 2015, such as a 30 per cent reduction in product energy consumption, the halving of waste, and a 14 per cent cut in logistical carbon emissions.

Although new goals will be set in 2015, Sony has produced no overall plan for its final commitment of zero environmental impact, nor explained what it understands by environmental footprint.

Some of its goals are also below similar government targets. The European Union, for example, has pledged a 20 per cent emissions cut, while Sony has committed to 14 per cent, and only on transport and logistics.

Stine Jensen, of the Radley Yeldar consultancy, told EP the targets tended to throw up more questions than they answer. ‘It’s always refreshing to hear companies set concrete numerical targets [but] many companies are struggling at the moment with which targets to set themselves in order to be ambitious enough,’ she said.

‘Sony’s 50 per cent waste reduction sounds very ambitious at first look. And what it doesn’t clearly explain is whether this number talks about recycling of the products that are put out there on the market, or whether it is about the waste created during production. How will they make sure that all those devices are collected and materials are recycled, and then come back into the product circle again? How are they planning to roll this out globally?’

Sony | Global | Target Setting

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