Panasonic Strives to Preserve the Planet

As a 90-year-old consumer electronics manufacturer, Panasonic has sold millions of devices that are now central to the debate on how to manage the tons of e-waste that enter the ecosystem each year. Founded on the principle of making a positive contribution to society, Panasonic suddenly found itself facing a growing chorus of criticism from environmental organizations and pending legislation in a host of states.

With so many years worth of products to manage, the company knew it would have to make incremental but meaningful changes-all of which needed to be communicated to key stakeholders. Panasonic turned to Peppercom's GreenPepper team to help.

We immediately undertook the following steps to begin improving the company's track record and reputation for handling its e-waste: engaged NGOs such as the Silicon Valley Toxics Coalition to establish a dialogue and determine priorities; monitored state legislation and educated lawmakers on the issues facing long-term CE manufacturers and demonstrated a determination to seek solutions; created recycling programs at Panasonic locations across the country; and educated stakeholders about Panasonic's dedication to producing Energy Star products and on steps it was making to improve the toxic content of other products.

Panasonic's e-waste program is a work-in-progress. Its efforts have been covered in mainstream media such as USA Today, the New York Times and the Associated Press, and in green media and on green Web sites such as Grist and greenconsumerguide.com. NGOs have commented on the steps the company has taken to manage e-waste and produce energy-efficient and more environmentally friendly products. Peppercom is also helping Panasonic identify opportunities for partnerships with wildlife preservation organizations and other groups to continue building its reputation as a company that is dedicated to delivering the world's best consumer-electronics products while preserving the planet.