Sony 2012 Annual Report Download - page 60

For a Sustainable Society
In Sony’s Founding Prospectus, co-founder Masaru Ibuka set
“the promotion of education in science among the general
public” as a primary goal. In 1959, Sony began providing sup-
port to elementary schools in pursuit of science education
excellence. Following in Ibuka’s footsteps, and guided by its
“For the Next Generation” philosophy, Sony continues to sup-
port science education for children. Sony has also broadened
the scope of its initiatives to support the Millennium Develop-
ment Goals (MDGs)*1, which seek to resolve such key global
development challenges as environmental conservation and
social development issues in developing countries, and by
providing assistance to those in need in the aftermath of
major disasters.
Sony also links marketing activities that leverage its close
relationship with customers to further enhance the initiatives.
Employees’ participation in the initiatives will enhance eorts
to foster human resources, contributing to both the resolu-
tion of social and environmental issues and to the advance-
ment of Sony’s business activities.
In fiscal year 2011, the Sony Group spent approximately 4.3
billion yen*2 on community engagement initiatives, while
a total of 180,000 Sony Group employees*3 participated in a
Community
variety of volunteer initiatives. Several community engagement
initiatives in fiscal year 2011 are described below.
*1 The Millennium Development Goals (MDGs) are international develop-
ment goals drawn from the actions and targets contained in the Millen-
nium Declaration, which was adopted by 189 United Nations member
states at the UN Millennium Summit in September 2000. Member
states have agreed to achieve these targets by 2015.
*2 Cumulative figure. In addition to donations, sponsorships and indepen-
dent program expenses (including facility operation expenses), this
amount includes the market prices of products donated.
*3 Cumulative participants in fundraising initiatives, blood drives and other
activities
Sony Science Program
Science education for
children has always
been a core component
of Sony’s community engagement. Among the many pro-
grams that Sony continues to maintain and support is the
Sony Science Program, which strives to help children learn
about science and cultivate logical thinking, curiosity and
creativity. Sony believes that fostering such qualities in children
will help contribute to the future resolution of environmental
issues, poverty and other key global challenges and the real-
ization of a better world. Through this program, which lever-
ages the Company’s technological strengths as well as its
human resources, Sony strives to foster the capabilities of
the young people who will serve as future leaders of society.
Sony employees serve as instructors for Sony Science
Program workshops, which are designed to teach children
around the world about the principles of science and technology
through experiments and hands-on experiences using Sony
products and services. Sony also operates interactive science,
technology and entertainment museums in Tokyo, Beijing
and New York, which together welcome approximately
Sony defines its community engagement policy as
“Undertaking activities in fields where Sony is best
able to do so, to help address the needs of communities.”
Sony strives to address the needs of local communities
by leveraging its innovative products and technologies,
as well as the capabilities of Sony Group employees,
individually and in partnership with its stakeholders.
● Science museums
● Science workshops
Technology  Products
Employees
Partnerships
● Millennium Development Goals
MDGs
● Environmental conservation,
emergency relief and other initiatives
● Contribute to the resolution
of social and environmental
issues
● Increase brand value
● Link initiatives with marketing
● Foster human resources
● Support business in
emerging economies
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● 
Sony’s Approach to
Utilizing Its Resources Main Scope Create Value for Society
Contribute to the Advance
of Sony’s Business
Activities
Education
Support for the Resolution of
Global Issues
Sony’s Community Engagement
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