Sony to cut use of virgin oil-based plastics

Sony will reduce its use of virgin oil-based plastics by 5% as part of its Road to Zero global environmental plan. The consumer electronics giant has already incorporated recycled plastics into products, including the VAIO W eco edition laptop, which launched in most major global markets this year. The plan's long-term goal is to achieve zero environmental footprint by 2050 and uses what Sony calls backcasting methods to set specific mid-term environmental targets for the next five years that are in line with that goal. Sony says its definition of zero environmental footprint extends beyond carbon emissions to include the reduction of waste and what it describes as limiting "the use of finite materials such as oil-derived virgin plastics."

In addition to cutting its use of virgin oil-based plastics, Sony has set a goal to reduce product weight by 10%, which, of course, could entail the use of more plastics, and it has said it aims to reduce incoming parts packaging by 16%. It will also seek to cut the annual energy consumption of its products by 30%, reduce waste generation by 50%, and cut carbon dioxide emissions from product transport and logistics by 14%.

Sir Howard Stringer, Sony's chairman, CEO, and president, laid out how far the plan's reach could extend within the company. "From the development of new materials and energy-efficient technologies, to the introduction of better processes in manufacturing and production," Stringer said, "we will work aggressively to meet the ambitious targets we are setting for ourselves and, at the same time, establish a model for others in our industries to follow."

In addition to this roadmap, Sony takes part in the European Recycling Platform (ERP), which manages end-of-life collection and recycling for all consumer electronics products in 11 European countries. In 2008, approximately 60,000 tons of electronic waste were collected and recycled on behalf of Sony in 20 European countries. In the U.S., Sony Electronics (SEL) instituted a nation-wide Take Back Recycling Program in 2007. That effort has led to the recycling of more than 13,000 tons of electronic waste. —mpweditorial@cancom.com