Article: The green catalyst

Tuesday June 2, 2009

"GLOBAL warming is a real and present danger," says Panasonic's consumer product marketing general manager Cheng Chee Chung. "We are feeling the effects today already. It's time for us to take action."

Panasonic started touting the importance of being environmentally friendly some 12 years ago when going green was then unfashionable. With an aggressive campaign on being eco-friendly, it has brought about greater awareness on using energy-efficient products and has help pushed the market towards being greener.

"It's very easy to plant 100 trees, get someone to officiate the event and then The End," says Cheng. "Being environmentally friendly is so much more than that. It has to be seen in your daily operations and your initiatives have to be continuous."

Two years ago, the company took on three declarations; to be eco-friendly in manufacturing, products and to everybody everywhere. These declarations were taken seriously and Panasonic factories worldwide made a pact to reduce 300,000 tons of carbon emissions in three years. "It is not easy to reduce emissions. Panasonic plant heads are required to submit monthly reports on how to reduce carbon emissions. This aspect even became part of their key performance index (KPI)," informs Cheng.

Since pledging to produce green products, all Panasonic products are designed to be energy-saving. Designers who first conceptualise the product have also to take into account how the product will be disposed in 10 years. All hazardous materials like LED and mercury will never see their way to a Panasonic plant as the company has strict regulation against it.

"As early as 2000, our then Panasonic president, Kunio Nakamura, made a speech to top leaders worldwide. He mentioned that products we make have to have a ubiquituous network. The second thing he mentioned was that products had to be made in harmony with the environment," says Panasonic's executive director Jeff Lee.

In Panasonic Malaysia, staff are no stranger to green measures that may seem inconvenient to others. "Once a month, we don't drive out for lunch, we walk instead. Twice a week, we leave the office at 5pm so that we save energy. We also offer flexi hours to employees who have completed a certain number of hours of work for further energy savings," says Cheng. "We even hold energy-saving contests and reward staff who do so."

"We even ask our suppliers if they are eco-friendly. If price among suppliers are competitive, then being eco-friendly becomes the deciding factor," adds Lee.

As to passing the green word to the public, Panasonic actively carries out activities to educate and involve the public in being eco-friendly. Their running activities – marine conservation in Pulau Perhentian, the Kid Witness News (KWN) educational programme for schoolchildren and Eco campaigns all serve to bring awareness on global warming to the public.

But do Malaysians play their part in buying eco-friendly products? "Well, Malaysians have to see certain clear benefits first," laughs Cheng. "Our eco-friendly products cost about 15% more than the older versions. However, when you show the purchaser the long-term savings and how long it will take him to recoup back his additional RM200, then he normally doesn't mind paying extra for the eco-friendly product.

"Malaysians still aren't at the stage where they buy something for the greater cause of the environment, but the awareness is growing. All over the world, more and more energy-labelling laws are being passed. If your product is not energy-efficient, it won't sell. At Panasonic, we welcome a regulatory body in Malaysia, which recognises energy-efficient standards."

Currently, Panasonic is at the forefront of producing eco-friendly products in the local market.

"Everyone must be passionate and sincere in helping the environment," says Panasonic's corporate communications & branding GM Azizah Wahid. "Inculcate green values in your children. There's no need to talk 'big' in saving the environment. Many people find reading about the environment boring. It would be very helpful if the media broke it down and made it easy and relatable to the layman on the street. Use a simple approach to show the public what they can do."

This article was taken from: The Star Online: Go Green Live Green 2 June 2009