Sony 2013 Annual Report Download - page 54

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, as he sought to build a
company that would add value to society. Believing that
children’s science education is particularly important,
Sony began providing support to elementary schools in
pursuit of science education excellence in 1959. Following
in Ibuka’s footsteps, and guided by its “For the Next
Generation” CSR philosophy, Sony continues to support
education. Sony also undertakes community engagement
activities around the world in pursuit of solutions to global
issues, including environmental conservation, realization
of the Millennium Development Goals (MDGs) and the
provision of assistance to those in need in the aftermath
of major disasters.
In support of these activities, Sony leverages its
innovative products and technologies, as well as the
capabilities of Sony Group employees, individually and in
partnership with its stakeholders. As a means of informing
as many people as possible about these issues, Sony also
undertakes educational campaigns linked to its marketing
initiatives and incorporates its CSR goals into its internal
Community
human resource development. Hence, Sony not only seeks
to contribute to the resolution of social and environmental
issues but also to integrate community engagement
into its business operations as a way of enhancing those
operations.
In fiscal year 2012, the Sony Group spent approximately
3.3 billion yen*1 on community engagement initiatives, and
a total of 90,000 Sony Group employees*2 participated in
volunteer initiatives. Below are just a few examples of the
Company’s community engagement activities.
Next-Generation Education Support
For more than half a century, the Sony Science Program*
has helped children learn about science while cultivating
curiosity, creativity and critical thinking skills. Sony believes
that fostering such qualities in children will contribute to
the future resolution of environmental issues, poverty
and other global challenges. Sony employees serve as
instructors for Sony Science Program workshops, which
are designed to teach children about the principles of
science and technology using Sony products and services
through experiments and hands-on experiences. In fiscal
year 2012, approximately 6,600 children participated in
these workshops.
Sony is committed to pursuing sustainable business
practices while working to realize a better future for
society. Sony also undertakes community engagement
activities in fields where it is best able to do so to help
address the needs of communities.
Sony’s Community Engagement
● Science education
● Career education
Technology & Products
Employees
Partnerships
● Millennium Development Goals
(MDGs)
● Environmental conservation
● Emergency relief
● Contribute to the realization of
a sustainable society
● Increase brand value
● Link initiatives with marketing
● Foster human resources
● Support business in
emerging economies
Sony’s Approach to
Utilizing Its Resources Main Scope Create Value for Society
Contribute to the
Advancement of
Sony’s Business Activities
Education
Contribute to the Resolution
of Global Issues
*1 Cumulative figure. In addition to donations, sponsorships and
independent program expenses (including facility operation
expenses), this amount includes the market prices of products
donated.
*2 Cumulative participants in fundraising initiatives, blood drives and
other activities
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