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Brother Group's CSR

To be trusted by all stakeholders

To become a company that all stakeholders can trust and employees can take pride in working for

Continuing to grow by enhancing the trust of stakeholders

In response to the demands and expectations for us around the world, the Brother Group provides customers with superior value as a manufacturing company, preserves the environment, and contributes to society through the behavior of all of its employees with the highest level of morality. We will thus strengthen the trust in the Brother brand.
Aiming to become a company that generates a strong sense of pride among employees, we will continue to implement activities to gain the trust of all stakeholders, and will persistently grow as a whole group.

Further improving Brother's good corporate culture that is not afraid to make changes

In 1999, the Brother Group adopted the Brother Group Global Charter  (Global Charter) consisting of Basic Policies and Codes of Practice that guide and govern the daily decision-making and actions of group companies and employees.
As set forth in the Global Charter, our mission is to create new products and services, or superior value, for our customers and society, by anticipating various changes in the environment surrounding us, such as social demands and technological revolutions, and by enhancing the trust of all stakeholders.
The Brother Group built its unique management system "Brother Value Chain Management  (BVCM)." It is a process for delivering superior value to customers, consisting of three chains - the Demand Chain, the Concurrent Chain, and the Supply Chain. We have been committed to offering superior value as a whole group, and have thus built our business. That has expanded our influence on various stakeholders including customers, thereby increasing their demands and expectations for us.
In this context, the Brother Group will enhance our employees' actions to create superior value and quickly deliver it with the "At your side." spirit in mind. We will further improve our good corporate culture that is not afraid to make changes and achieve our mid- to long-term corporate vision "Global Vision 21. "

Brother Group Global Charter

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A foundation for every activity: Sharing of the Brother Group Global Charter

Providing value to stakeholders by acting based on the Global Charter

The Global Charter, established to serve as a foundation for the activities of the Brother Group employees working in more than 40 countries and regions, verbalizes our wish "making a difference in the world and building good companies," which has been inherited through the history of Brother.
In 2008, our 100th year in business, we revised some expressions in the Global Charter to reflect the changing times and the content to make it much clearer for our employees.

The Basic Policies of the Global Charter consist of "Group Management," "Group Growth," and "Stakeholders."
"Group Management" stipulates that:

  • The Brother Group's mission is to place our customers first everywhere, every time, and provide them with superior value, by quickly creating and delivering high-quality products and services.
  • The Brother Group's management confidently faces challenges, and quickly responds to the demands and expectations of the global marketplace.

"Group Growth" stipulates that:

  • The Brother Group offers superior value, which attracts and retains customers and, ultimately, drives our growth.
  • The Brother Group generates corporate value and a strong sense of pride among our associates.

"Customers" in "Stakeholders" stipulates that:

  • The Brother Group demonstrates its motto "At your side." by quickly and consistently providing superior value.

"Our Associates" in "Stakeholders" stipulates that:

  • The Brother Group respects diversity, and provides a working environment that enables our associates to utilize their talents and abilities to the fullest. The Brother Group also gives them great opportunity through challenging work assignments.

"Business Partners" in "Stakeholders" stipulates that:

  • The Brother Group acts fairly with business partners, and builds strong, respectful working relationships for mutual growth.

The Basic Policies also set forth our stakeholder policies for "Shareholders," "Local Community," and "The Environment."

The Codes of Practice of the Global Charter, composed of "Trust and Respect," "Ethics and Morality," and "Challenging Spirit and Speed," present our ideal actions to build up trust with stakeholders.

As shown above, the Global Charter provides the fundamental ideas of the Brother Group's CSR activities, and the behavior of each employee, who shares these ideas through the Global Charter promotional activities, is central to the Brother Group's CSR management. The Brother Group will continue to conduct activities to gain the trust of all stakeholders through the autonomous behavior of its employees.

Developing promotional activities continuously to share the Global Charter among all employees

Aiming to realize CSR management, the Brother Group is continuously engaged in promoting the Global Charter on a global basis to create a situation where all Brother Group employees have a common understanding of this Charter as the basis of their activities and also reflect its principles in their daily behavior.

The Global Charter had not been actively shared among the group from 1999, the first year of its establishment, to 2007. As a result, in the 2007 survey of the management-level employees at our respective facilities, only 8% of them answered "Yes" to the question "Do employees act based on the Global Charter?"
In 2008, Brother's 100th year in business, we revised some of the expressions of the Global Charter to reflect the changing times and the content to make it much clearer for employees, and then started the promotional activities on a full-scale.

Handy-sized cards and posters
Handy-sized cards and posters

As a step to building an environment for all employees to share a common understanding of the Global Charter, we translated this Charter into 27 languages, and created portable handy-sized cards (in 25 languages) as well as promotional posters (in 27 languages) and distributed them to our facilities around the world. Our translation covers employees' mother languages, including German, Italian, Malay, and Nepali, involving our efforts to find clearer expressions with the cooperation of managers and employees at our facilities in respective regions.

Each year since 2008, the management in Brother's respective facilities has formulated their commitments based on the Global Charter and taken the initiative in embodying the Charter principles.
The Global Charter promotional leaders, who are appointed by managers in respective facilities and departments, formulate action plans and promote the sharing of the Charter. These promotional leaders are engaged in various activities tailored to each organization's role and targets. The activities include planning training programs and organizing a dialogue session in a morning or regular meeting to help employees review their own actions in light of the Global Charter.
We have held a regular meeting for the promotional leaders, where they discuss the promotional activities and targets of respective organizations, since 2010 in Japan, and since 2012 in China. In 2016, Chinese promotional leaders participated in the meeting of Japanese leaders, and introduced their activity processes and inventive approaches, and exchanged opinions among the leaders. Using such an opportunity, we share information on a global basis and stimulate the promotion of the Global Charter.

Concurrently with these activities, we also utilize our intranet designed in three languages to share information relating to our CSR management and promotional activities of the Global Charter. On this intranet, we provide employees with the explanation of key policies, the action plans of respective organizations, specific practices, and the commitments of Brother's top management.

We place importance on delivering messages from the top management (in ten languages) and creating an opportunity for employees to have a face-to-face talk with the top management, with the purpose of raising each employee's awareness on his/her own actions and thus leading them to take new actions. During FY2016, we issued 71 messages from the top management and had more than 700 face-to-face talks with the top management (a threefold year-on-year increase).

At the Global Charter sharing meeting for the top management held in January 2017, our president and executive officers discussed how to foster a corporate culture that encourages transformation with the aim of promoting "Talent Transformation" targeted in the Brother Group mid-term business strategy "CS B2018" and what top management messages and actions are required to facilitate effective communication.

We annually conduct an employee awareness survey to grasp the sharing level of the Global Charter. In the survey conducted in January 2017 with the participation of more than 30 thousand employees, the level of the Global Charter understanding marked 4.33 points, and the level of actions based on the Global Charter marked 4.43 points, while the level of employees' pride to work with Brother reached 4.38 points (on a five-point scale).
Nine years have passed since 2008, when we set up our first promotional policy/keyword "promoting the dissemination and understanding of the Global Charter." Since then, the Global Charter has steadily taken root in the Brother Group through these constant promotional activities.

BROTHER MACHINERY XIAN CO., LTD. Li, Yan

A comment from an employee serving as a Global Charter promotional leader

Contributing to creating an environment where more employees can work with pride

BROTHER MACHINERY XIAN CO., LTD.
Li, Yan

Brother Machinery Xian Co., Ltd. (BMX) conducts various activities with its employees, including the recognition of excellent initiatives tackled by employees, social contribution with BMX's business know-how and employees' skills, workplace visits of employees' family members, and environmental protection activities in the local community. In these activities, I saw many smiles on associates' faces and received encouragement and support. As one of the promotional leaders, I will evolve the Global Charter promotional activities and focus on fostering a culture that encourages transformation and allows employees to brightly and positively engage in the vigorous exchange of proposals and opinions, and thereby achieve our mission and vision. I will also contribute to creating an environment where more employees can work with pride.

Our major promotional activities up to now

FY2008-FY2009
Policy/Keyword Promoting the dissemination and understanding of the Global Charter
Main activities
  • Hold expert lectures
  • Organize training programs for managerial employees
  • Strengthen face-to-face dialogues with the top management
  • Enhance message delivery from the top management on Brother's intranet
Systems
(Written in the years when they were established)
  • Commitments
  • Appointed promotional leaders
  • Roadmap of promotional activities
  • The Global Charter sharing survey
Tools
(Written in the years when they were created)
  • Handy-sized cards (in 25 languages)
  • Promotional posters (in 27 languages)
  • DVDs (in five languages)
  • Intranet for information sharing (in three languages)
  • Case study book
FY2010-FY2011
Policy/Keyword Promoting autonomous Global Charter activities and facilitating dialogues
Main activities
  • Strengthen the sharing of excellent promotional activities
Systems
(Written in the years when they were established)
  • The Global Charter sharing meeting for the top management
  • The Global Charter meeting for Japanese promotional leaders
  • Distribution of top management's messages in Vietnamese on Brother's intranet
Tools
(Written in the years when they were created)
  • Top management's video messages for promoting dialogues
  • Manual list of promotional activities
  • e-Learning
FY2012-FY2013
Policy/Keyword Promoting the Global Charter-based actions and incorporating them into daily operations
Main activities
  • Promote taking on new challenges
  • Encourage employees to act based on the Global Charter in their daily operations
Systems
(Written in the years when they were established)
  • The Global Charter meeting for Chinese promotional leaders
  • Distribution of top management's messages in Slovakian on Brother's intranet
Tools
(Written in the years when they were created)
  • "Communication check sheet" to review actions
FY2014-FY2015
Policy/Keyword Building a culture of taking on challenges
Main activities
  • Create an workplace that encourages employees to take on challenges
Systems
(Written in the years when they were established)
  • Cross-functional meeting for promotional leaders in seven Chinese facilities
  • Formulation of standards procedures for promotional activities
  • Establishment of an intranet page where employees can post their activities
Tools
(Written in the years when they were created)
  • "Action check sheet" to build a culture of taking on challenges
FY2016-
Policy/Keyword Fostering a culture that encourages transformation
Main activities
  • Promote "Transform for the Future"
  • Create a culture that encourages transformation
Systems
(Written in the years when they were established)
  • Establishment of an intranet page where employees can post or view CSR plans and achievements
Tools
(Written in the years when they were created)
  • "Ideal vision sheet" for new promotional leaders
  • Video of CS B2018 "Transformation"

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Stimulating each employee's actions

Mid-term business strategy "CS B2018" - Transform for the Future

Under the theme "Transform for the Future" set in its new mid-term business strategy "CS B2018," the Brother Group takes on the challenge of implementing structural reform, promoting three transformations: "Business," "Operational," and "Talent" transformations. In line with this theme, we set "fostering a culture that encourages transformation" as our policy/keyword in and after 2016 and have been carrying out the Global Charter promotional activities.

An employee making a presentation in the workshop
An employee making a presentation in the workshop

In November 2016, Brother International (India) Private Ltd. (BIC(I)) ran a workshop with the aim of promoting actions toward transformation.
The participated employees learned the DNA of the Brother Group through the specific special initiatives tackled in the 108-year history of the Brother Group. They also shared "Transformation for the Future" activities in BIC(I) and declared their action plans for the transformation of each employee.
The BIC(I)'s "Transformation for the Future" activities shared among them included the opening of five showrooms, which also serve as service centers, within India in response to the customer demand that required opportunities to try out Brother products before purchasing, and the establishment of an IT system that realized the management and viewing of attendance management, salary statements, and regulations on BIC(I)'s intranet and thus contributed to operational efficiency improvement and rapid information sharing to employees.

In the action declarations for "Transform for the Future," one of the participants stated: "When facing challenging issues, including customer demands, I will first try to do or find what we can do to deliver value to customers, instead of giving up leading the company before I even begin." Another said: "I am not a salesperson and thus did not expect any opportunities to learn knowledge on our products. However, I have realized that I can get the information I want on my own. I will plan product training for all employees."

We stimulate each employee's actions by globally sharing "Transformation for the Future" activities conducted in respective facilities. As part of this, we established a new page where employees can freely post their pictures and comments on the intranet in 2014, and started inviting employees to post their "Transformation for the Future" activities in 2016. We received 240 "Transformation for the Future" postings from our facilities in various regions, including Japan, China, Vietnam, Australia, South Africa, Germany, and Slovakia.

The Brother Group will continuously conduct and improve the Global Charter promotional activities together with all Brother employees to gain the trust of all stakeholders and become a company that generates a strong sense of pride among its employees.