Kenichiro Mogi (Mogi): Let me start by asking how the environment fits into the big picture at Sony.

Ryoji Chubachi (Chubachi): Environmental matters aren't just temporary or local, they span time and space. One country's pollution might continue spreading over generations and affect their neighbors. Fail to address environmental issues today, and you pay a heavy price tomorrow. Our stance also responds to social unrest in the wake of the global economic crisis, now that it's more apparent that companies can't always take traditional routes to growth. We think our recently announced "zero environmental impact" plan is very reassuring to stakeholders as a sign that we're facing our environmental commitments head-on.

Mogi: Sony is a powerful brand. Will keeping the environment in focus in Sony's public relations further enhance brand value?

Chubachi: It's not only a matter of incentive. We believe there's no future for Sony if people think we're environmentally irresponsible.

Mogi: So the environment is becoming a key consideration in management?

Chubachi: As with quality, environmental performance is critical. Companies that deny this will probably be finding it harder to survive.

Mogi: Ryoji, I happened to hear a little about your personal interest in environmental issues.

Chubachi: Studying mine engineering at college taught me the simple fact that when the resource is finally depleted, that's the end of mining operations. Another insightful discovery was the Club of Rome's Limits to Growth report, which paints an unsettling picture of the consequences of constant consumption and waste in society. The lessons I learned then seem apt today. That's why it's satisfying to me when we establish sustainable business practices and give younger generations a sense of optimism about the future. Helping ensure the happiness of my grandchildren's generation, well, that pleases me, too.

Mogi: Kazuko, does Road to Zero both identify the final, long-range goal of zero environmental impact and represent medium-term (2015) targets toward this end?

Kazuko Takamatsu (Takamatsu): That's right. Road to Zero is the overall plan as we work towards a zero environmental impact.

Mogi: That's an admirable goal, zero environmental impact. Why did Sony set this objective?

Takamatsu: Electronics consume energy, of course, and resources are used in manufacturing. Given that energy and resources are limited, ultimately, working towards a zero environmental impact is fundamental to sustainability in Sony business domains. This goal was also the result of projecting our previous environmental plan,based on the current status, to estimate our potential progress in five years. But we still need to find out where to make real progress. In this way, identifying a zero environmental impact as the final goal helps us clarify specific targets.

Mogi: Still, balancing Sony's core business of manufacturing with the goal of zero environmental impact seems very challenging.

Takamatsu: It will be difficult, but remember that Sony has been improving battery life and making products smaller and lighter for many years.

Mogi: So to some extent, Sony has always developed products with a smaller environmental footprint in mind?

Takamatsu: Although eco-friendliness has not always been communicated as our main goal, the path we've taken in development has inevitably been easier on the environment. This is somehow instinctual at Sony. However, the goal may prove to be too ambitious if our progress in coming years only matches our past gains. After all, there's no such thing as electronics that don't consume electricity. The quantum leap we need to make will come from advances such as remarkably better efficiency—solar-powered electronics, for example. This will require technical innovation and perhaps social and infrastructure support. You see, zero environmental impact is a goal set with the understanding that both Sony and society in general will change over time.

Mogi: Something in the Sony design DNA, an instinct to create smaller products or improve performance, has also improved environmental performance.

Takamatsu: And when we offer the same kinds of products and services—developed with convenience and usability in mind—with the added benefit of a smaller environmental footprint to meet current needs, consumers will be pleased and also reassured, knowing the environmental benefits.

Mogi: It sounds like a significant goal in theory, but can you share some specific initiatives? Most people would agree that zero environmental impact is a wonderful aspiration, but they might question how realistic it is.

Takamatsu: We view it as a formidable challenge. As mentioned, we'll need an innovative quantum leap, in some respect. But high aspirations drive innovation.

Mogi: So that's why Sony is aiming high.