Sony plans for zero footprint future

Sony has released details of a new initiative which it hopes will dramatically cut its environmental footprint.

The company said that the 40-year program will eventually lead to a "zero environmental footprint" in 2050 by eliminating carbon emissions and the use of non-renewable materials in its products and manufacturing.

Sony has kicked off the long-term plan with a series of short-term goals running from April 2011 to March 2016.

The goals call for a 30 percent reduction in the energy consumption of its products, a 10 percent drop in product mass and a 50 percent cut in waste. Sony also plans to cut water use by 30 percent and CO2 emissions by 14 percent, and to achieve a 99 percent recycling rate.

The company will publish assessments of the impact that its manufacturing and administration facilities have on biodiversity.

"We are fully committed to putting our innovative spirit and technological expertise to use to help solve environmental challenges," said Sony chief executive and president Sir Howard Stringer.

"From the development of new materials and energy-efficient technologies, to the introduction of better processes in manufacturing and production, 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. "

Consumer and enterprise manufacturers have stepped up their efforts to be more environmentally friendly in recent years, and environmental groups such as Greenpeace have begun campaigns to regularly track and recognise their progress.