The companies of the Sony Group support the efforts of the Solar Bear Fund, a Japanese NPO established to promote the prevention of global warming and environmental education for children, by making use of a wide range of techniques linked to their sales and business activities.

In March 2008, Sony launched a campaign whereby it displays "Solar Bear" characters on packaging for its retail batteries, rechargeable batteries and battery chargers. Sony donates a portion of the revenue generated from the sale of these products to the Solar Bear Fund, which uses the proceeds to install solar power generation units at kindergartens and nursery schools. In addition to providing direct support to the Solar Bear Fund, this ongoing initiative enables Sony to capitalize on the visibility of Solar Bear characters in retail settings to encourage consumer understanding of environmental issues.

In 2009, Sony Assurance Inc. initiated a program in collaboration with the Solar Bear Fund aimed at installing solar power generation equipment at kindergartens and nursery schools. The program capitalizes on the method Sony Assurance uses to calculate automobile insurance premiums, which is based on estimated distance driven in a year, when policies are renewed. Policyholders whose actual distance driven is below the distance initially estimated are considered to have contributed to environmental conservation. For each 100 kilometers the actual result is below the estimate, Sony Assurance donates 1 Yen to the Solar Bear Fund, which uses this money to install solar power generation equipment at kindergartens.

In fiscal years 2008 and 2009, Sony Marketing (Japan) Inc. also supported the Solar Bear Fund in its effort to promote solar power generation equipment.

The support of the aforementioned three Sony Group companies in fiscal years 2008 and 2009 enabled the Solar Bear Fund to install solar power generation equipment at 14 kindergartens and nursery schools.

Sony Life Insurance Co., Ltd., contributes to the Solar Bear Fund by donating 10 Yen each time a new policyholder opts to receive his or her policy guide on CD-ROM, rather than in printed form. Sony also has a campaign whereby it also makes about 100 Yen worth of donation to the Solar Bear Fund for every completed customer survey received from the owners of VAIO™ released in 2010. These donations are used to support various Fund initiatives.

In an initiative aimed at mitigating greenhouse gas emissions, Sony Bank Inc. donates to the Japanese government greenhouse gas emissions rights it has purchased on behalf of customers whose holdings in funds that make up its carbon-offset investment trust exceed a specified amount. This system enables customers to participate in an environmental preservation activity while Sony Bank manages their investments. In fiscal year 2010, the Bank purchased 1,000 tons of emissions rights for investments in three eligible funds.

Through the Climate & Children Supporters program, Sony Bank also provides support for a UNICEF project aimed at improving water and sanitation in the Republic of Mozambique. In fiscal years 2008 to 2010, the Bank donated a total of 600 million Yen to the project, an amount based on the value of emissions trading rights purchased by the Bank.