Complies with the future
One of Japan’s most respected brands, Fujitsu, stipulates stringent demands for how its products may affect the global environment and its customers. The technology company does not stop there; it makes equal demands on all its suppliers. “We’re responsible for how our operations affect the environment – not only for today but also facing the coming 100 years,” said Mr. Mitsugu Sato, the general manager for Fujitsu’s sustainable development planning division.
Japan is well known for being a high-tech country, at the same time as it takes care of its ancient roots. When it comes to the life expectancy rate, the country is also at the forefront. These aspects combined with Fujitsu’s judgement of their global responsibility, has led the company to develop a comprehensive environmental management system which was recently certified to the ISO 14001 standard for Fujitsu’s domestic and international locations.
A 100-year time frame
Mr. Mitsugu Sato explains that there are many reasons for Fujitsu to deliver ‘green’ products produced in an environmentally friendly way.
“But first of all it is our way of planning the business that demands a thorough environmental focus on our products’ total life-cycle. We don’t plan our business quarterly only, nor do we only plan from one year to another without a long-term scope. Fujitsu has been in existence for 70 years and our time frame is at least 100 more years. So in order for us to be able to give jobs to our great-grandchildren and provide new and innovative products to the world, we must do what we can to not affect the environment with products containing hazardous chemicals and metals,” says Mr. Mitsugu Sato.
This is also in line with the philosophy of the Japanese government, which is due next year to present the country’s future scenario for the next 50 years.
Mr. Mitsugu Sato thinks it is great that the Kyoto Protocol puts strict demands on the countries and industries.
“Unfortunately, until the world manages to reduce its need for oil through alternative energy sources, the greenhouse gas emissions will continue to increase significantly. Due to increased developments and prosperity in, for example, China and a number of developing countries, I believe we will experience an increase in CO2 emissions for some time in the future,” he predicts.
He continues: “However, every company and country in the world should reduce as much of its emissions and pollution as possible. This can be done by using new, less energy-consuming production methods and less toxic materials. On the other hand, governments are now establishing much stricter regulations regarding these issues. In only the past year, a number of well known brands have been forced to withdraw products from the global market because of illegal or dangerous substances. This is something Fujitsu never wants to experience, both because it represents an enormous cost and not least because it would damage the brand.”
A global environmental strategy
“Because regulations will soon become stricter in many important countries and since we care for the environment more than just as a marketing rhetoric, Fujitsu has established a global environmental management system. In addition to this, I just want to point out that this system will of course reduce our costs and that it will be good for the company’s business,” says Mr. Mitsugu Sato.
Since Fujitsu is also gearing this system towards its expanding global supply chain, it can systematically share precise information regarding environmental management and strengthen governance in this area. In this way, Fujitsu is promoting efficient and effective environmental initiatives, including global warming countermeasures, the elimination of hazardous chemical substances from products, and the establishment of a product recycling system.
Mr. Mitsugu Sato says it’s important for Fujitsu to focus on both the macro level and details. “Therefore, we need to think on a long-term basis, at the same time as we include our suppliers and control the whole life-cycle of our products from manufacturing to recycling,” he explains.
Fujitsu now has an overall system with which the company can pinpoint its own and its suppliers’ environmental issues, something that is obviously necessary to be able to manage and correct these risks.
“We specifically want to reduce the CO2 emissions by as much as possible. Also, our aim is to reduce the energy consumption both during manufacturing and during the consumers’ use of our products. We are not least creating environmentally friendly products by removing the use of dangerous chemicals. We have already successfully launched bio-based plastic computers and other products on to the market,” he reports.
Partnering
Mr. Mitsugu Sato explains that Fujitsu’s environmental management system was certified internationally by DNV and in Japan by Jaco. Further he points out: “Fujitsu has to put a lot of faith in the know-how of its certification partners, and since we don’t believe in paper theories it is very important to have expertise in the specific industries. We also need to develop a good relationship, and our partners must have the flexibility to adapt to our constantly evolving organisation and business. Practicality and past records are therefore important issues, something that DNV has proved to fulfill. Our certification body must also mirror our own geographical locations, both to facilitate close cooperation and because of local knowledge.”
“I also believe that DNV’s Risk Based Certification approach is unique and remarkable. Now that the environmental management is in place throughout our organisation, we are also expecting to implement the risk-based approach to further strengthen our efforts to secure our business and our future,” concludes Mr. Mitsugu Sato.