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Providing information in ways and terms that customers and consumers find easy to understand
The Brother Group communicates with stakeholders about the environment in a number of ways so as "to have more people know about Brother's stance and approach toward the environment." Environmental information can be difficult to follow at times, but, given our "At your side" personality, we are trying to convey that information in ways and terms that customers and consumers find it easy to understand.
We listen carefully to the comments we receive via our communications and apply them to upgrade the content of our environmental activities.
Supporting training of global environmental leaders
Giving a lecture in an environmental leaders program at a university
Presenting the Brother Group's efforts in English
In 2009, Brother Industries, Ltd. started to give a lecture once a year in the Nagoya University Global Environmental Leaders Program (NUGELP). Organized by Nagoya University in Nagoya City, Aichi Prefecture, the NUGELP is intended to train (i) students from Asia and Africa who desire to contribute as environmental leaders in their home countries or other places and (ii)Japanese students who desire to take a leading role in international environmental cooperation around the world particularly in Asia and Africa. Brother Industries' lecture focuses on Brother Group's environmental activities.
In October 2010, a Brother Industries' employee in charge of environmental communication gave a lecture in English to about 30 graduate students of Nagoya University as a part of the omnibus lecture series "Environmental Industry Systems."
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The 90-minute lecture covered a broad range of information including the Brother Group's environmental policy, eco-conscious products development, Brother eco point activities, and recent topics. Students were very interested in specific environmental challenges faced by companies, trial-and-error processes to resolve challenges, practical techniques for managing programs, and other issues. Many questions were asked about Brother Group's efforts such as eco point activities and the collection of used consumables.
Brother Industries will continue to actively support this program in order to provide useful information for training future environmental leaders.
Eco-learning programs via collaboration among companies
Learning about the environment through hands-on experience
A parent and child work together to make a handmade eco bag
In Nagoya City, Aichi Prefecture, home to the corporate headquarters of Brother Industries, Ltd. (BIL), "Nagoya Open University of the Environment" is actively empowering citizens toward achieving a sustainable society via a cooperative network of citizens, companies, NPOs, universities, and government. To assist the Nagoya Open University of the Environment in this mission, from 2009 BIL started to offer eco-learning programs through hands-on experiences.
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Experience with wiring work using a solder that does not use lead
Again in FY2010 (April 1, 2010-March 31, 2011), in collaboration with the large mass retailer UNY Co., Ltd., a total of 47 people participated in "Store Exploration and Making Eco Bags." This was implemented three times and intended for elementary school children from third grade and above along with their parents. After observing eco-friendly products on store shelves and recycling activities at a mass retailer, participants made eco bags using Brother sewing machines. Under the direction of an instructor, they completed making their own original, one-of-a-kind eco bags in about two hours. The questionnaires collected after the events included the following comments: "This was my first time using a sewing machine, but I was able to make an eco bag more easily than I expected." "It was interesting to learn about eco-conscious efforts made by local companies, which are not publicized much." These comments show that the participants enjoyed eco-learning through hands-on activities.
In August 2010, an event entitled "Eco Lesson for Parents and Children through Hands-on Activities" was held for a total of 26 parents and children (13 pairs) at "Brother Communication Space," Brother's exhibition center in Nagoya City. By experiencing how to assemble a Brother P-Touch Label Printer, they were able to learn about what environmentally-friendly measures are taken during the manufacturing process.
Lecture on sustainable manufacturing at the University of Nottingham
Helping to build a sustainable society
BIUK employee delivering a lecture
In April 2011, Brother Industries (U.K.) Ltd. (BIUK) gave a lecture on sustainable manufacturing to 20 to 30 students of the Department of Mechanical, Materials, and Manufacturing Engineering at the University of Nottingham.
The lecturer explained how BIUK's factory in Ruabon is helping to create a sustainable society via green manufacturing processes and production activities based on the 5Rs, and by using renewable resources in manufacturing and production.
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In June 2010, BIUK's project for collecting and recycling toner cartridges was recognized for its contribution to creating a sustainable society. BIUK won the Arup Award for Sustainable Manufacturing at the Manufacturing Excellence Awards 2010 organized by the Institution of Mechanical Engineers (IMechE) in the UK. The award-winning project caught the attention of Dr. Peter Kinnell of the University of Nottingham, who asked BIUK to give a lecture.
Dave Lawrence, a Senior Manager who gave the lecture, expressed his hope for the future: "It was an honour to be showing future leaders of the manufacturing industry what we do at Brother Industries' factory and I hope they will adopt or expand on some of our best practices in their future jobs."
Offering an education program for elementary school students in Shenzhen City, Guangdong Province, China
Giving explanations in simple terms about water, resources, waste, and other issues
A BTSL employee explaining environmental problems in simple terms, using examples in daily life
On November 19, 2010, Brother Technology (Shenzhen) Ltd. (BTSL) provided two classes of first graders with an environmental education program at the local Shenzhen Zhimin Foreign Language Experimental School.
BTSL employees gave lectures at the school as part of the company's CSR activities, in the hope that children would become more interested in and aware of the environment by using examples in their day-to-day life as learning tools, and then apply their knowledge at school and home.
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Elementary school students learning about sorting of waste
In the lesson, students watched a video about conserving water resources, and the teacher explained how climbing plants outside windows help block sunlight and prevent the room from becoming hot in summer. The students also learned that interaction among people, animals, plants, water, and other factors keeps the balance of the environment, and that imbalances lead to serious problems such as loss of species and water shortages.
Then, a BTSL employee explained the importance of collecting paper and plastics and the process of recycling, etc., in the topic of identifying and sorting collected waste, as well as the importance of personal eco-action in local and global environmental conservation.
Lastly, the BTSL employee distributed handmade drill books made using the other side of used paper to all the students in the class, highlighting the fact that reducing paper consumption helps preserve forest resources.
In collaboration with teachers, BTSL employees will continue to visit schools and give lectures (about twice a year) to instill knowledge about the environment and raise eco-awareness among elementary school students.
Setting sights on environmental education that will bring a recycling-oriented society to fruition
Educational activities directed towards members of society and companies
Visit to Kaisho Forest (EPOC)
In order to build a recycling-oriented society, it is essential to share information about the environment among many people and to take cooperation to deeper levels. As part of these efforts, the Brother Group is actively providing educational programs for students and working people.
One of these efforts is its participation in the Environmental Partnership Organizing Club (EPOC), which mitigates environmental impact by having companies cross industry borders and works in cooperation with citizens, academia and government. Brother Industries, Ltd.'s Representative Director & President Toshikazu Koike serves as Vice Chairman of EPOC while BIL's Managing Executive Officer Yoshitsugu Asai began serving as leader of the newly-formed Nature and Society Cohabitation Subcommittee. At the inaugural subcommittee meeting in FY2010, seminars and visits (Kaisho Forest and Fujimae-higata) as well as research groups and study groups were held a total of six times.
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Environmental education presentation to students from Nan'yo Junior High School (Brother Communication Space)
Also, at the Brother Communication Space, the Brother Group has introduced environmental conservation efforts that it has put into practice to local children, students, citizens and others through hands-on activities. In FY2010, the Brother Group held a Parent-Child Hands-on Environmental Workshop (August 25 and March 4) and also held programs for students of Nan'yo Junior High School (January 19) and Nagoya Keizai University Takakura Senior High School (March 8).
In addition to this, at a course entitled "Environmental Management Innovation," which has been held for citizens each year since 2003 by Chukyo University Graduate School, the Manager of the Environmental Management Department gave a lecture on manufacturing and the environment related to the Brother Group's efforts.
Publicizing the Brother Group's environmental commitment
Showcasing the Brother Group's environmental efforts
Taking part in Eco-Products 2011, an exhibition focused on the environment
Visitors to the Brother booth listen to the explanations with interest
Brother Industries, Ltd. (BIL) has been working with Brother Sales, Ltd. to actively publicize the Brother Group's environmental activities which are being conducted under "Brother Earth," a slogan for the group's environmental activities. As part of these efforts, BIL participates in environmental exhibitions to help the public understand the group's eco-commitment in all aspects of its corporate activities and to encourage people to help conserve the environment in daily life.
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Brother booth visitors showing interest in the paper-saving function
From December 15 to 17, 2011, BIL took part in Eco-Products 2011 organized by the Japan Environmental Management Association for Industry (JEMAI) and Nikkei Inc. at Tokyo Big Sight. This is one of the largest environmental exhibitions in Japan.
Eco-Products 2011 was held under the theme of "Green For All, All For Green." The exhibition showcased unconventional and novel environmental technologies and services, B-to-B/regional partnerships, and other new business models that are helping solve problems and create a low carbon society.
The three-day event was attended by 752 companies and groups as exhibitors, and attracted 181,487 visitors.
Eco-Products 2011 was the 13th event of this series. The Brother Group first joined the third exhibition, and so this was the group's eleventh time. The Brother booth, which attracted some 4,200 visitors, presented eco-conscious features of Brother products on the demonstration stage, and included in-depth information about these features in three sections: "Manufacture," "Use," and "Better Future." The "Manufacture" section focused on the intelligent sleep mode that reduces the standby power consumption of laser multifunction centers and printers by 96%; the "Use" section focused on the book copy function which enables printing without wasting ink; and the "Better Future" section showed how the Brother Group collects consumables under the Bellmark campaign, etc. Visitors were invited to join click donations on brotherearth.com, Brother's special website on the environment, to support the activities.
As always at the Brother booth, visitors were asked to make eco-declarations. In total, 651 people, ranging from young children to senior citizens, made declarations about what they can do now for the environment. Fifty eco-declarations will be converted to one seedling; employees will plant seedlings in afforestation tours to the Brother Forest in Gujo, which are scheduled to be held in the spring and autumn of 2012.
Raising awareness about environmental conservation on Earth Day
Hosting an event in line with Earth Day
Members of the BIC (USA) Earth Day Committee
In 2007, Brother International Corporation (U.S.A.) (BIC (USA)) began hosting an annual celebration corresponding with Earth Day in an effort to continuously raise employees' awareness about preserving the environment.
Since that time, Earth Day celebrations have featured programs to encourage protection and preservation of our environment. Through these programs that involve corporate as well as individual initiatives, employees learn ways to help decrease their Carbon Footprint and reduce consumption of energy and materials.
Over 900 employees from Brother facilities in North and South America (up 27% from the previous year) participated in the April 2011 Earth Day event. Participants received a reusable drinking cup with a lid and a straw to help them practice the "5R's," key words of the Brother Group's environmental activities reminding employees to refuse, reduce, reuse, reform and recycle.
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Employees of BIC (Mexico) planting fruit trees
On the same day, employees of Brother International de Mexico, S.A. de C.V. (BIC (Mexico)) planted trees and released butterflies as part of their Earth Day activities.
The theme of this year's event was "Saving Electricity." Programs included an Earth Day Quiz for employees, and coloring and drawing contests for their children. In addition, a special prize drawing was held for all registered participants of the Brother Eco Point program with the lucky winner receiving a gift card. The top Eco Point contributors from each location were awarded a certificate of donation to the Arbor Day Foundation in their honor.
Plans are already underway for Earth Day 2012 events!
Diverse environmental contribution activities
Expanding the Brother eco point program worldwide
Raising eco awareness among employees and customers, and encouraging eco-conscious actions
In April 2008, Brother Industries, Ltd. (BIL) launched the "Brother eco point program" to help raise the environmental awareness of employees. Based on the concept of the Expo Eco-Money Project that was introduced at the 2005 World Exposition in Aichi, Japan, this program has been shared by the Brother Group's facilities outside Japan since FY 2009.
Under the program, eco points are awarded for eco-conscious actions taken by employees and their families. Eco points are also awarded for used consumables collected from customers. Brother works on various environmental contribution activities depending on the number of points earned.
As of September 2011, the Brother eco point program is in place at 50 facilities of the Brother Group. While 30 facilities award points for eco-conscious actions by employees and their families, 20 sales facilities in Europe award points for used consumables collected under the supervision of Brother International Europe Ltd.
Promoting the Brother eco point program in Japan
Accelerating the program through commendations
Brother eco point program commendation ceremony for FY 2010 at BIL
BIL is working with Brother Sales, Ltd. and other group companies in Japan to promote the Brother eco point program. Specifically, eco points are awarded for eco-conscious actions taken by employees and their families, such as refusing plastic shopping bags, saving electricity and water, traveling to a destination on foot, by bicycle or public transportation, and participating in local clean-up activities. A commendation program is in place to boost this program, and each year, participants who earned many points during the past year are commended.
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Points are also awarded when visitors make "Eco Declarations" that they will take eco-conscious actions at Brother booths set up at environment-related events including annual Eco-Products Exhibitions, or when consumables such as toner and ink cartridges are collected.
The points earned are used to fund forest development, such as planting seedlings and thinning trees, to help absorb the CO2 generated by human activities. This work is done by employees and their families as volunteers.
The Brother Group's commitment is not limited to financial contributions such as donations; employees and their families also take eco-conscious actions to minimize CO2 emissions in daily life. We will continue to encourage the personal involvement of each and every employee in the activities to raise their environmental awareness.
Forest conservation activities in the Brother Forests in Gujo
Carefully planting seedlings one by one
Sunshine reaching deep into the Brother Forests
In June 2008, we initiated forest conservation activities in the Brother Forests (comprising three sites) in Gujo City, Gifu Prefecture. These activities were conducted in accordance with a three-party agreement among Gifu Prefecture, Gujo City, and BIL concluded on February 6, 2008.
One of the three forest sites used to be a ski ground covering about 8 hectares. In FY2009 (April 1, 2009-March 31, 2010), seedlings were planted twice, on April 25 and October 17. The events were joined by 197 persons in total, including group employees and their families, and a total of 700 seedlings were planted with the help of members of the Gujo Forestry Association and local people.
The two other sites are about 20 hectares combined. One of them (8 ha) is an afforested area in Minami-cho, Gujo City where Japanese cypress and Japanese cedar trees grow. Because this forest was no longer being maintained, we thinned part of the forest (2.36 ha) in October 2009. The thinning activity was joined by employees for the experience. These forest conservation activities were conducted based on points earned through the Brother eco point program.
Implementing the Brother Eco Point program at all Brother Facilities in North and South America
Stepping up efforts based on accomplishments in the first year
Showing target achievement rates of respective facilities to encourage active participation
Brother Eco Point program was first introduced to all Brother Facilities in North and South America in September 2010. Based on program guidelines Brother Facilities award points to registered employees based on environmental activities they perform. These points are then converted to contributions Brother Facilities make toward environmental conservation and forest preservation activities. Information regarding the program objectives and employee and location progress are available in English, Spanish, French, and Portuguese.
More than 1,200 employees have registered for Brother Eco Point since the program began. The points earned by employees at each location determine the distribution of the dollar donation Brother Facilities make to the various regional charities supported by the Arbor Day Foundation
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The points earned by the employees in the locations of Brother International Corporation (U.S.A.) supported the preservation of U.S. forests by planting trees. The employees of Brother International Corporation (Canada) Ltd. earned points toward a donation made to Canada's forests for planting trees and Central and South American locations employees earned points that contributed to the preservation of the Tropical Rain Forests. Based on the points earned by Brother employees in each Region, in 2010, Brother Facilities made donations to the following Arbor Day charities that resulted in:
- 3,125 trees planted in the forests of the U.S.
- 3,125 trees planted in forests of Canada
- 4,687,500 square feet were conserved/preserved in the Tropical Rain Forests of South & Central Americas
In preparation for the second year of the Brother Eco Point program in North and South America, the Environmental Management System team distributed a survey to all employees in May 2011 to ask for feedback and solicit suggestions to enhance the Eco Point program. The team is now in the process of applying feedback received as they create an updated look and exciting new features for the Eco Point program.
Brother Facilities in the Americas are pleased to support the efforts of the Arbor Day Foundation.
Launching the eco point program in the UK
Motivating employees to work on eco-conscious actions
BIUK employees answering the quiz on the Intranet to earn eco points
Brother Industries (U.K.) Ltd. (BIUK) launched the eco point program in August 2009 to enhance employees' environmental awareness.
A monthly "Green Quiz" is held on the Intranet to identify eco-conscious actions taken by employees in the workplace and at home. Points earned by employees are used by BIUK to plant seedlings and work on other actions.
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BIUK volunteer team members and local children
Employees who take excellent eco-conscious actions are commended, and the stories about these actions are posted on the Eco-board to share information on a company-wide basis.
Eco points are also given to employees who participate in environmental volunteer programs that are hosted in partnership with Business in the Community (BITC), one of the largest CSR promotion organizations in the world with over 800 member companies.
Here is a comment by Owen Evans, Wales Director at BITC: "According to a survey, 70% of corporate employees want to reduce CO2 emissions, and expect their companies to offer guidance and support. I believe that BIUK's eco point program sets an excellent example of corporate efforts to work on climate change issues and motivate employees to fulfill their responsibilities."
At BIUK, many employees are actively involved in the eco point program, and in fact, 62% of employees decided to join the program at its launch. The employees also take various eco-conscious actions in their homes as well. Eco points earned by employees will be used to donate money to the Millennium Eco Centre (see the article below) for purchasing seedlings, and to support events for planting seedlings on an ongoing basis. Jason Orme, manager at the Millennium Eco Centre, expressed his appreciation: "Thanks to BIUK, we can expand and develop the scope of our activities as an outdoor environmental education facility for students who will play a leading role in the future."
Brother Industries (Slovakia) s.r.o., a subsidiary of BIUK, launched its own eco point program in December 2009.
Actively promoting the Brother eco point program in China
Encouraging eco-conscious actions with systems customized to business operations
BTSL employees registering their eco-conscious actions
In China, Brother (China) Ltd., Brother International (HK) Ltd., Brother Machinery Shanghai Ltd., Brother Corporation (Asia) Ltd., Brother Industries (Shenzhen), Ltd., and Brother Technology (Shenzhen) Ltd. (BTSL) have been promoting the Brother eco point program in which points are awarded for eco-conscious actions taken by employees and their family members. These six facilities develop the eco point program with systems customized to business operations.
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At BTSL, for example, 12 terminals were set up in a manufacturing facility so that employees who do not use PCs in their jobs can take part in this program. Employees can register their eco-conscious actions via these terminals. In FY 2010 (April 1, 2010-March 31, 2011), 3,011 employees joined this program and earned 851,235 points, which were used to fund a seedling planting program in Shenzhen City.
It is noteworthy that arrangements are under way to launch the eco point program at two additional facilities: Brother System Technology Development (Hangzhou) Ltd. and Brother Machinery Xian Co., Ltd.
Talking with Stakeholders
To offer information in a reader-friendly and easy-to-understand style
Hosting an event to compare environmental websites
An event to compare environmental websites
On August 28, 2009, Brother Industries, Ltd. (BIL) hosted an event to compare environmental websites of other companies and improve the Brother Group's environmental website. Mr. Takatsugu Kitajima, who is a CSR/environmental consultant, and an environmental website production partner were invited to the event. About 20 Brother employees involved in eco activities joined the event to exchange opinions on how to present the Brother Group's environmental information more clearly for readers.
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At the start of the event, Mr. Kitajima explained the characteristics of a good environmental website, using other companies' websites as examples, and then explained the desirable characteristics of the Brother Group's environmental website. After his presentation, participants were divided into groups to compare the Brother Group's environmental website with those of other companies, and to discuss good and bad points, and improvements required, of the Brother Group's website, as well as good points of other websites. Here are some of the comments from participants: "Specific examples would help readers' understanding." "This event enabled us to take an impartial look at the advantages and disadvantages of our website."
At the end of the event, Mr. Kitajima gave tips to the participants, which included the importance of day-to-day communications to improve the website. Meanwhile, the website production partner commented, "The environmental annual report is a tool for disclosing information. If the PDCA cycle is followed when posting information, the website will be more reader-friendly and allow Brother to share awareness with readers."
A number of issues have been identified through this event. Firstly, website links will be improved immediately (which can be done easily) to enhance the website and make it more user-friendly for stakeholders.
Promoting environmental communications with suppliers in China
BTSL hosts an Environmental Communications Meeting with Suppliers
Environmental Communications Meeting with Suppliers where various excellent cases were presented
On October 15, 2010, Brother Technology (Shenzhen) Ltd. (BTSL) invited representatives of 11 suppliers (from which BTSL procures parts and materials, etc.) to host an Environmental Communications Meeting with Suppliers. Invited guests were representatives of local and district governments as well as environmentally advanced companies in Shenzhen City. The meeting is intended to reduce environmental impact throughout the supply chain by asking participating entities to present their excellent cases of environmental conservation efforts and to share visions, ideas, technologies, etc.
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A Q&A session during the meeting where participants enthusiastically asked questions
At the meeting, BTSL and two suppliers presented their environmental conservation activities.
The presentations were followed by a tour of BTSL. All participants joined the tour to see how BTSL is saving water, cutting power consumption (for lighting and air conditioning), recycling paper, and reducing packaging materials. Participants asked questions regarding, for example, the return on investment of these activities and records of CO2 reduction.
Meanwhile, an environmental policymaker of Shenzhen City gave a presentation focusing on (i) how the district government advises and assists companies in saving energy to reduce environmental impact and (ii) the status of CO2 emissions in China and the world.
After the meeting, BTSL received feedback from participants that the meeting had been very useful. BTSL will continue to hold the meeting twice a year and aims to expand the scope of environmental communications with suppliers.
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