For the Next Generation is a catchphrase describing Sony CSR activities aimed at establishing a sustainable society. This thinking forms the basis of the "odo" design concept group, whose devices are powered by kinetic energy. The devices tap into children's creativity, curiosity, and energy. In return, they offer new experiences, a sense of social consciousness and ecological values, and inspiration in forward-looking ways, which enhances their value even more. They are an invitation to enjoy a new level of interaction with devices, having fun moving parts, turning cranks, and using your body to generate energy as you play with them.

Sony's successful launch of contactless smart cards made of vegetable-based plastic derived from biomass marked a world first. For a design that captures the appeal of this material, Sony designers worked with card developers to perfect the graphic design and finish of the cards. Here are some of the examples.

Since 1989, Sony has been making full efforts to support the environment. Toward this end, we have sponsored many package redesign projects and are committed to considering the environment, not only to create environmentally-friendly designs but also to reduce material use.