Tech giant takes a creative approach to implement long term sustainability goals.
With corporate honchos worldwide trying to play catch-up on the sustainability bandwagon, what makes Sony’s plan so unique?
Sony’s approach is to deconstruct the zero waste problem. Rather than look out and say “where are we now,” Sony decided where they wanted to be in 2050 and worked backward to create a plan of action.
The Road To Zero is Sony’s plan to eliminate the tech-leader’s impact on the environment, increase end-of-life recycling and reuse of all it’s products and clean up after itself.
Through incremental 5-year goals, Sony hopes the Road To Zero plan will reshape all phases of the company’s design, manufacturing and packaging process by 2050. It’s a creative approach that seeks to have impact on all phases of the product life-cycle.
For example, Sony is currently working to develop sustainable technologies and products like dye-sensitized solar cell technology and mercury-free batteries. Also, all of Sony’s PCs are registered with the Electronic Product Environmental Assessment Tool (EPEAT), a green electronics procurement program. And the company’s take-back recycling initiative helps customers to responsibly recycle Sony products at the end of their useful life.
Road To Zero is a broad plan, including concepts for reducing climate impact, protecting biodiversity, conservation of natural resources and effective management of chemical substances, too. Sony has established goals for each stage of the life-cycle of each product the company produces to address environmental issues with each product at each stage.
Through this approach, Sony hopes to effectively manage resources throughout product life––while learning, growing and refining the process all the way to ultimate sustainability.
So whether you call the Road To Zero plan reverse engineering, or plain old ingenuity, or wicked smart, you can certainly call it ambitious. In the corporate jungle, you’ve got to have a plan, and Sony certainly has a very big one.