Takamatsu: Specifically, we have set targets in four areas: curbing climate change, conserving resources, controlling chemical substances, and promoting biodiversity. Resource conservation in particular is very difficult. As a manufacturer, Sony relies on resources. This is an absolute requirement. Regrettably, manufacturers are already vying for scarce resources. This is a matter of survival, in manufacturing. It's critical to avoid resources that are being depleted and switch to recycled and renewable materials. We do still have 40 years to attain our goal. Looking back over the 40 years since the World Expo in Osaka, I sense the potential to change some things in the future.

Mogi: Sony announced the Road to Zero plan worldwide. How have people around the world responded?

Takamatsu: The response has been very positive.

Chubachi: Besides being a CSR initiative by one company, the move can also be evaluated relative to international treaties and Japanese programs. But for us, instead of waiting for national programs to be established, it was more important to make a statement that we will do what we can as a corporation, and to show our resolve. It's a sign of our determination to show leadership as a corporation. Lack of standards is no excuse for lack of action.

Mogi: People are probably excited in two ways—hopeful about the environmental commitment, but also interested in how traditional Sony strengths will be applied. In environmental initiatives, how will we see unique Sony approaches?

Takamatsu: That's a tough question! Compelling ideas are essential, of course. To uphold our traditions, we must find things that strike a chord with people.

Mogi: Even key, eco-friendly products would be missing the Sony touch if they were uninteresting.

Chubachi: There's also an impression that Sony contributes to society through technology. And this isn't by following after other companies but by blazing our own trail and always meeting social needs by pioneering new technology. If we fail to show initiative, people would not recognize the Sony spirit. Of course, technology alone will not be enough. But when it comes to Sony, people are often most excited about technology.

Mogi: In a sense, what people expect from Sony (that no other company delivers) and these environmental initiatives are one and the same. It's clear to me that applying Sony technical ingenuity to face environmental issues itself demonstrates what sets Sony apart. Considering how environmental issues are a perfect example of problems people hope technology can solve, it seems inevitable that Sony must take this Road to Zero.

Chubachi: All of us will probably have to take our own Road to Zero in some way, whether we like it or not. And if that's the case, Sony has the courage to show the way.

Mogi: As a brain researcher, for me it's interesting that it is only when we set specific objectives that the brain starts preparing to achieve them. That's why targets must be specific. Complex philosophical or ideological factors may exist in the background, but targets should always be specific and assigned to a definite schedule. In this respect, I think Sony made the right move by issuing the environmental statement at this time. And surely it's encouraging for younger generations. Thank you for speaking with me today.

On April 7th, 2010 Sony held a press conference announcing its new Road to Zero environmental plan at the Sony Building in Ginza. Sony’s Road to Zero environmental plan seeks to achieve a zero environmental footprint across the entire lifecycle of Sony products and business activities. . Products such as BRAVIA LCD TVs, VAIO W Series Eco Edition netbooks, and mercury-free alkaline batteries were showcased, and technical presentations were given on environmental technologies including dye-sensitized solar cells and bio batteries.