Sony Group’s Shiro Kambe on championing net zero by 2040 and using corporate clout to drive climate awareness
By Climate Champions | October 8, 2024
Founded in the wake of World War II in 1946, Sony Group (“Sony”) emerged from humble beginnings with an audacious goal: to rebuild and inspire a devastated Japan by harnessing the power of innovation. The company’s breakthrough moment came in 1950 when it created Japan’s first magnetic tape recorder, but its real game-changer arrived in the 1970s with the Walkman, transforming how people experienced music – individually, anytime, anywhere. This bold spirit of innovation would soon become a hallmark of Sony’s identity.
Fast forward to today, Sony is still leading the charge, but now it’s channeling that pioneering energy into a challenge just as urgent and transformative: the fight against climate change. The same creativity that redefined game, music, film, and personal entertainment is now being applied to sustainability, positioning Sony not just as a technological innovator but as a global leader in the Race to Zero, with ambitions to reach net zero emissions by 2040.
Shiro Kambe, Senior Executive Vice President at Sony, has played a pivotal role in steering the company’s environmental initiatives. Under his leadership, Sony has accelerated its efforts, integrating cutting-edge technology with a deep sense of responsibility to reduce its environmental footprint. In an interview with the Climate Champions, Kambe reveals how Sony is leveraging its strengths to get ahead in the Race to Zero and set a new standard for corporate sustainability.
Sony’s journey towards environmental sustainability began in the 1970s, and its Road to Zero plan was launched well over a decade ago in 2010. This long-term environmental plan aims to achieve a zero environmental footprint across all aspects of the company’s operations and product life cycles by 2050.
Accelerating their efforts to further reduce their footprint by 2025, Sony has implemented Green Management 2025, medium-term targets that address key environmental themes: curbing climate change, conserving resources, controlling chemical substances, and promoting biodiversity. Through these targets, Sony has systematically reduced its environmental impact, setting concrete targets and closely monitoring progress each year.
“We decided to accelerate our efforts and announced that we would advance the target year of achieving net zero greenhouse gas emissions from 2050 to 2040,” says Kambe. This decision was approved by the Science Based Targets initiative.
Sony also recognizes its influential role in shaping industry standards and public policy. Under Kambe’s leadership, Sony has become an advocate for stronger environmental regulations and policies that support the transition to a net zero economy.
As part of its broader strategy, Sony participates in industry programs like the Japan Climate Initiative – a Race to Zero Partner, and the Alliance of CEO Climate Leaders founded by WEF, where it collaborates with other companies and governments to accelerate climate action. “We also organize yearly sustainability dialogues with investors, press, and other stakeholders to discuss our progress and share insights,” Kambe notes.
Increasing public awareness of net zero goals and climate issues is crucial, and as a creative entertainment company, we have a responsibility to contribute to that.
In line with the Persuade criterion, the so-called 5th P, of the Race to Zero, Sony actively promotes its environmental policies and encourages other companies in the technology sector to adopt similar commitments. “Our leadership is not just about achieving our own goals but also about influencing the wider industry,” Kambe emphasizes. At Climate Week New York, Sony was recognised as one of 40 leading companies on climate policy engagement through InfluenceMap scoring.
Central to Sony’s sustainability efforts is its ability to innovate. The company is leveraging its technological prowess to create solutions that not only reduce its own environmental impact but also contribute to a more sustainable society.
One such innovation is the development of Intelligent Vision Sensor, a technology that combines AI functionality with image capture. These sensors, which are crucial for smart society including AI and IoT applications, significantly reduce data transmission needs by processing information directly on the sensor itself. “According to our estimates, this can reduce the volume of data by approximately 7,400 times compared to traditional methods, helping to reduce energy consumption,” Kambe explains.
Sony is also revolutionizing the entertainment industry through its virtual production technology. By combining computer graphics with live-action shooting, Sony can now create realistic environments without the need for extensive on-location shoots. This innovation not only enhances creative possibilities but also dramatically reduces the carbon footprint of film production. “We estimate that virtual production can cut energy consumption by almost 50%,” Kambe shares.
For Kambe, Sony’s commitment to sustainability is deeply personal. His resolve to advance Sony’s environmental goals is rooted in his experiences during Japan’s most devastating natural disasters: the Great East Japan Earthquake in 2011 and the Kumamoto Earthquake in 2016.
“These events had a huge impact on me,” Kambe reflects. “I witnessed the severe damage to communities and the environment, and it reinforced my belief that we must take action to protect our planet.”
Kambe’s experiences have shaped his approach to Sony’s environmental strategy, instilling a sense of urgency and responsibility that drives the company’s efforts. “Global warming and natural disasters remind us that our environment is not immune, and we must work to preserve it,” he says.
As a creative entertainment company, Sony also recognizes its unique position to influence public awareness around climate change. Kambe highlights the efforts of Sony artists, such as the Japanese music duo YOASOBI, who launched a song titled ‘Tsubame,’ dedicated to the UN’s Sustainable Development Goals. “Increasing public awareness of net zero goals and climate issues is crucial, and as a creative entertainment company, we have a responsibility to contribute to that,” Kambe notes.
As Sony progresses in the Race to Zero, the company remains committed to setting ambitious goals and demonstrating how innovation, responsibility, and leadership can converge to create a net zero, nature-positive, and resilient world.
“We are determined to continue our efforts to protect and preserve the Earth,” Kambe concludes. “By leveraging our strengths in creativity and technology, we can contribute to a world where future generations can live with peace of mind in a sustainable environment.”
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Race to Zero is a global campaign rallying non-state actors – including companies, cities, regions, financial, educational, and healthcare institutions – to take rigorous and immediate action to halve global emissions by 2030 and deliver a healthier, fairer, net zero world.
