Main Contents begins from here.

About Panasonic

Third Party Opinions

Partnership with an International NGO, the Natural Step

Listening to third-party opinions for the implementation of the PDCA cycle in our environmental sustainability management

In 2001, we entered into a partnership with the Natural Step, an international non-governmental organization (NGO), aimed at contributing to the creation of a sustainable society. In 2007, we asked the Natural Step Sweden and its branch in the United Kingdom to conduct sustainability analyses to evaluate whether we, as a global company, are implementing appropriate environmental measures in line with the world's movement toward the creation of a sustainable society. We will utilize the results of this work in the implementation of the PDCA cycle in our environmental sustainability management. From the perspective of the Four System Conditions for sustainable society, the Natural Step evaluated our sustainability initiatives using "backcasting," a method of evaluating an organization's current initiatives from the viewpoint of the desired state of a future sustainable society.
   We will take all the opinions voiced by the NGO into account when formulating and implementing our future plans.

Opinions presented by the Natural Step at the Sustainability Analysis Dialogues 2007

Focus on measures against climate change

  • It is essential for Panasonic to implement measures against climate change. CO2 emissions from its factories should be kept at least on the same level, in absolute terms.
  • It is required for Panasonic, as a leading company, to demonstrate energy creation and carbon neutral measures, and to avoid offsetting CO2 emissions from its factories with CO2 emission reductions achieved by at its customers when formulating its comprehensive greenhouse gas reduction strategies.
  • Panasonic should promote CDM projects in China.

Promotion of Green Products (GP) in the market

  • Panasonic should promote the marketing of its Super GPs and Superior GPs.
  • The targets set for GPs are not challenging enough. As a leading company, Panasonic should set higher targets. In setting GP accreditation criteria, it should incorporate the opinions of general consumers.
  • The new environmental mark would not be accepted in Europe, because it is based on in-house criteria, which is not suitable for comparing the environmental performance of Panasonic's products with that of competitors' products. Panasonic should use an environmental mark set by an external organization.
  • Panasonic should announce the percentage of its GPs in the total sales of its products. The current GP development rate, which is associated with the products developed in the fiscal year, is just an in-house target, which does not interest the general public.

Improvement of communication skills

  • Panasonic reports cover too much ground. They do not give due consideration to readers.
  • The messages are not always so attractively presented.
  • Panasonic needs to disclose information in consideration of what people outside the company want to know, including those living outside Japan. It should publish global reports covering various markets around the world.

General comments

  • There were no major improvements from the previous year.
  • Panasonic should more clearly show its mission and vision for sustainability. It must shift its focus from "less environmental impact" to "100% sustainable."
  • The Eco & Ud HOUSE is a very good example that shows Panasonic's commitment to sustainability.
  • Panasonic should formulate a strategy to attain the targets for the Factors for One Household: the actual results are not satisfactory compared with the numerical targets.


First day of the meeting
London (February 5, 2007)


Second day of the meeting
London (February 6, 2007)

Flowchart of sustainability analyses (2007)

Supplying data and
materials
  • We supplied the Natural Step with The Panasonic Report for Sustainability 2006, Environmental Data Book 2006, Annual Report 2006, our policies as set forth in the new medium-term environmental plan, and materials on our environmental policies for fiscal 2008.
   
Answering questions
from the Natural Step
  • We responded to the Natural Step's subsequent comments and questions covering a total of 90 issues.
   
Preparatory analysis
  • The Natural Step conducted preparatory analysis based on the data, materials, and our answers to their questions.
  • We prepared answers to the Natural Step's additional questions resulting from our earlier answers.
   
First dialogue
  • We had a two-day dialogue in the United Kingdom with the Natural Step Sweden, and its branches in the United Kingdom and Japan.
   
Follow-up dialogue
  • Our directors and other managers began an examination of measures to respond to the opinions of the Natural Step.
  • Furthermore, we answered additional questions that the organization had asked during our face-to-face dialogues.
   
Analysis
  • The Natural Step conducted a sustainability analysis based on the results of our meetings.
   
Report
  • The Natural Step provided Panasonic with a report on its sustainability analysis (The Panasonic Report for Sustainability 2007, pages 41 and 42).
   
Second dialogue
  • Based on their report, Panasonic's managers in charge of environmental sustainability management and the staff of the Natural Step's branch in Japan had a second meeting in July 2007.

About The Natural Step

This international NGO, with branches in 11 countries, was established in 1989 by Dr. Karl-Henrik Robert in Sweden. In consensus with scientists, the Natural Step has identified the key requirements for a sustainable society. Many environmentally-advanced countries and international business corporations refer to these conditions in determining their sustainability strategies.

[Related Information Link]

Footer navigation area begins from here.