To help realize a sustainable society, Sony promotes the concept of sustainable design. As one expression of this concept, Sony launched the "odo" design project, which has applied this concept to a group of model devices focusing on kinetic energy-based products. From a universal design perspective, the devices are easily accessible even for children, while also applying the principles of eco-design. Using your body to generate energy as you use these devices facilitates a new level of interaction.

As an example of a design incorporating hand-powered generation, in June 2012 Sony launched the CP-A2LAKS portable USB charger kit. In this model, in addition to the conventional portable charger used with smartphones and other devices, Sony has newly included a hand-cranked, USB charger unit. By turning the charger handle, you can generate enough power to talk on a smartphone for approximately one minute. The device is convenient for outdoor use or when there is a power blackout. To ensure that the design provides ease of portability, the hand-crank input unit may be detached from the USB output unit.

Packaging policies have been a key facet of Sony's environmental initiatives for some time. Keeping the consumer's perspective firmly in mind, designers are expanding efforts to create sustainable packaging by considering, among others, how packaging be made more conducive to appropriate management after use and how it can make unboxing a new Sony product an exciting and satisfying experience.

A sustainable package redesign project resulted in the development of a brand-new slim carton for the VAIO® S series, launched in fiscal year 2011. The designers in charge began by verifying the relationship between packaging and customers and, after reviewing the results of this process, resolved to employ environmentally conscious materials, as well as to minimize the size and volume of materials used in the carton, making it easy to open and possible for customers to recycle immediately after opening.

Looking ahead, Sony will continue to incorporate the principles of sustainable design into its packaging development efforts.