you're reading...

Sony Takes The Road To Zero

Tech giant takes a creative approach to implement long term sustainability goals.

Sony Electronics,Inc., recently launched the “Road To Zero” sustainability initiative, a 40-year global corporate initiative guide plan for implementing a zero waste policy.

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.

About Sebrina Zerkus Smith

Professional writer, foodie. Lupus survivor. Loves pugs, wine, days at the beach and good movies. Takes recycling seriously, but not much else. Sebrina Zerkus Smith is a Southern Gal that has been scratching the writer’s itch for nearly 30 years. Her career began in Washington, D.C., in 1987, fresh out of collage and full of ideals. While plying her trade by day on congressional reps and senators, at night she burned the candle writing features for local newspapers and national magazines. She quickly realized that her southern upbringing gave her a unique and humorous voice that resonated with her readers. Eventually, she moved to Los Angeles where she pursued her dream of becoming a novelist and screenwriter. She paid her bills by working as a freelance writer for major marketing projects from studios such as CBS, NBC and Disney. Realizing that the future of writing lay with the internet, she was bitten by the blogging bug back in the 90’s, back before it was even called “blogging.” Then it was still just writing and trying to make a living. Through those early blogging years, Sebrina found passion and purpose. Over the past 10 years she has written articles for clients such as LightCues.com, MatterMore.com, Greenopolis, MacAddict, Yahoo, CNN and more. Today, Sebrina writes about a variety of topics including the Southern Experience, sustainability, clean water, food, gardening, sleep and her obsession with pugs. She is a regular paid contributor to WildOats.com as well as other entities. She now lives in Houston with her husband Jeff and their pug Newton. She hopes one day to complete her opus, Living Is Easy With Eyes Closed.



  1. Pingback: Sony Takes The Road To Zero « mattermore | Sony - September 7, 2011

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: