Toshiba 2012 Annual Report Download - page 14

What are your views on CSR and environmental management?
By acting with unwavering integrity and promoting strong environmental management, we will continue to strive
to be a company that is trusted and admired by people all around the world and that will greatly contribute to
society. Since assuming the presidency, I have emphasized the essential importance for CSR management of always
acting with complete integrity in every aspect of our business activities. I use the word “integrity” in two senses: the
 rst being to proactively carry out our corporate social responsibilities by sincerely dealing with various important
issues in society, and the second to pursue robustness in management and  nancial structure. As a key part of our
unyielding pursuit of integrity, we place utmost priority on respect for people, strict safety and full compliance with
all laws and regulations. As a leading ecology-friendly company, we are also proactively striving to contribute
toward the realization of a sustainable future world by reducing our impact on the environment.
Among our worldwide CSR activities, one of Toshiba Group’s highest priority CSR initiatives since the
devastating earthquake that hit Japan last year has been to contribute to the restoration of the earthquake-stricken
areas in Northeast Japan. We are supporting the creation of local employment over a mid-to long-term period and
the restoration of local businesses. So far we have carried out such activities as o ering purchasing funds for 26
small  shing vessels through Miyagi Prefecture’s  shermen’s cooperatives, and as a restoration support measure for
Toshiba franchise stores, whose facilities were severely damaged by the disaster, we have o ered them sales space
and cars. To provide new Toshiba Group sta with the valuable hands-on experience of engaging in CSR activities,
we dispatched 767 newly hired employees to Miyagi Prefecture in April 2012, where they supported the gathering
and shipping of farmed seaweed.
Toshiba will continue to strongly support the restoration of the Northeast Japan area. In April 2012, we
announced a wide-ranging ¥500 million plan, called the “Toshiba East Japan ASHITA (Future) Plan,” to support the
area’s self-initiated restoration efforts, including those efforts related to the recovery of the local economy,
industries and communities, scholarships for young people, and medical care. Going forward, we will also provide
maximum support for the re-building or creation of new towns with the emphasis put on “safety + eco-friendly.”
Toshiba is strengthening its position as one of the world’s foremost eco-friendly companies by means of
implementing three key concepts. Through the “Greening of Products,” we are creating products with the highest
level of environmental performance, through “Greening by Technology,” we are promoting advanced low-carbon
technologies globally, and through “Greening of Process,” we are pursuing the world’s lowest levels of
environmental impacts. As a foundation to support these goals, we are promoting “Green Management.”
After the Great East Japan Earthquake, the urgent need for energy-saving measures to reduce the total
demand load for electric power became a pressing issue, and products that would contribute to saving on the
amount of electricity consumed were highly desired. Accordingly, we are now marketing such products as TVs
Q8
With regard to our Digital Products and Home Appliances segments, we will follow a policy of building up
“local production for local consumption,” tailoring local speci cations to  t the needs of each region and taking
advantage of the opportunities provided by regional Free Trade Agreements. At the same time, we will work to
enhance our brand recognition and to clarify our brand positioning through CDI (corporate design identity),
and we will strive to become a dominant player in the emerging economies.
An Interview with the President
12 TOSHIBA Annual Report 2012