Matsushita's Green Strategy

As part of Japan's commitment to the Kyoto Protocol, the consumer-electronics maker aims to cut CO2 emissions in both its factories and products

Chances are, the PC monitor you're reading this on right now is filled with lead, cadmium, and a handful of other toxic substances. The same goes for the cell phones and music players you carry around or the big-screen TV you've got at home. So it may be hard to think of a consumer-electronics maker that deserves to be labeled "green." But Matsushita Electric Industrial (MC) is spending millions trying.

In November, the Japanese consumer-electronics and high-tech manufacturer made headlines when it announced that plasma displays in all Panasonic flat-panel TVs are now lead-free. That works out to about 70 grams (3 oz.) less lead in your average 37-in. plasma TV, and more from larger sets. It's quite an accomplishment, particularly when you consider that more than one in four plasma TVs sold worldwide is a Panasonic. This year, the company expects to sell roughly 4 million sets.

But Matsushita's broader environmental strategy is yielding more mixed results. Like many big manufacturers, it's finding that revving up growth and cutting emissions of the greenhouse gases blamed for global warming can be tricky. By its own reckoning, Matsushita's carbon-dioxide emissions will reach 4.17 million metric tons in the fiscal year through March, 2007. That's almost 14% higher than levels in March, 2002, the oldest data the company has published.

Japan Inc.'s Emissions Struggle Execs blame the surge in sales volumes of flat-screen TVs, DVD recorders, and music players. To produce digital gizmos, Matsushita has to operate huge energy-hungry plants for semiconductors and plasma panels. And tapping into China's coal-fired utilities doesn't help its emissions tally. "Our total CO2 emissions are actually increasing," says Akira Nakamura, general manager of the environmental-planning division. "But we are not giving up."

It won't be easy. Matsushita must lower its emissions as part of Japan's commitment to the Kyoto Protocol. Under the treaty, which went into effect last year, Japan and other wealthy nations pledged to cut greenhouse gases by an average of 6% from 1990 levels by 2012. Japan risks coming up short: Its emissions have gone up 12% between 1990 and 2003.

In my opinion, now days more and more it is important that eco-friendly product and business. Consumer consider about their family’s health, and well-being. In that case Matsushita’s effort is valuable. Disasters take place the entire world. Not only government but also enterprise has responsibility to protect and preserve our environment.

reference http://www.businessweek.com/globalbiz/content/dec2006/gb20061221_409143.htm?chan=search

By Kenji Hall

entry 11

20700623 Min Kyu Jeong