The Yamaha Group believes that better communication with stakeholders is vital in meeting the host of challenges that arise with respect to corporate social responsibility (CSR).
This year, Mr. Hiroaki Satoh shares his opinion on how the Group can improve its performance in this area.
Head of the Shizuoka Center for
Climate Change Actions
(Professor Emeritus and Former President,
An Evolving CSR Report
Amid rising interest in corporate social responsibility along with changes in people’s values and lifestyles in the wake of the Great East Japan Earthquake of March 11, 2011 and ensuing Fukushima nuclear incident, it has been recognized that the quality of corporate information and communication with stakeholders are key factors that decide the value of a corporation.
Since 2009, the Group has provided information on its CSR activities via printed format, which highlights overall CSR activities in a simplified manner, and in web format, where more detailed information required by stakeholders is made readily available. Moreover, a wealth of data is given from the perspective of the reader and efforts are made to convey a diverse array of content visually. From these points of view, the current Yamaha CSR Report has evolved in comparison with past reports.
Initiatives for Sustainable CSR
The uniqueness of the Yamaha Group as portrayed in its philosophy of “Creating ‘Kando’ Together” based on sound and music is clearly evident in its CSR activities. The Group’s approach to its music education business epitomizes this stance by positioning it as “CSR related to core operations” in line with its comprehensive CSR policy. The special feature in the CSR Report 2012 is proof that activities related to core operations do indeed form the basis of sustainable CSR activities, particularly with efforts to unlock the musical potential in more people mainly through the Yamaha Music Education System, a unique education method.
The diverse potential of sound and music, the common language of humankind, can be felt in the enrichment of people’s quality of life and culture, both nationally and internationally. The Yamaha Wellness Program, which helps to enhance health through the power of music, and efforts to create comfortable sound spaces and environments through the Speech Privacy System, soundproofing technology and aarticulation panels are examples of Yamaha’s unique potential.
A Step Up in Yamaha's Environmental Management
I look forward to a further step up in the environmental management Yamaha is aiming for within its Group-wide business activities following consolidation of ISO 14001 environmental management system certification for all domestic Group companies in August last year. Specifically, I would like to see Yamaha set new target figures in its global warming measures as well as promote forest preservation activities as part of its core operations with a view to being able to procure raw materials in the future. I also recommend examining the possibility of introducing environmental labels and footprint to make product design based on lifecycle assessment (LCA) more effective. Yamaha should show consumers in an easy-to-understand manner how it considers the environment in development and production by pursuing effective resource use and minimal environmental impact throughout the product’s lifestyle. This will lead to further efforts to preserve the environment within society as a whole. I hope to see further progress made in environmental management.
Message to Society in the 21st Century
The world in general is becoming increasingly intricate and confusing. Against this backdrop, we have seen an increase in the number of companies concerned with Environmental (E), Social (S) and Governance (G) issues in their operations in recent years. Smart management is, without a doubt, the hope for a sustainable future. This entails a shift in management approach to one that focuses on environmental protection based on a “green economy” featuring low carbon, high resource efficiency and job creation. Yamaha has unique existential value as outlined in its mission of contributing to enriched and healthy lifestyles and culture through a world of sound that resonates in people’s feelings. This CSR Report 2012 is full of very fresh messages depicting Yamaha’s path and direction for its activities. Through this, we get a good insight into Yamaha’s clear intentions for a sustainable society in the 21st century.
Response to the Third-Party Opinion
Senior Executive Officer in charge of the
Corporate Administration Group
For the third year running, we have received third-party feedback on our CSR report from Dr. Hiroaki Satoh, who is active in promoting the “STOP Global Warming Action Campaign” in Shizuoka Prefecture, an area where the Company locates its head office. We are indeed grateful to hear that our report is “evolving.”
We are also extremely pleased to receive Dr. Satoh’s evaluation of having “unique potential” in our music education business, positioned as a key CSR activity through the Group’s core operations, and in applying sound and music technology such as in the creation of comfortable sound spaces and environments. Going forward, we will remain dedicated to unique activities that truly embody the Yamaha way.
Moreover, we will take particular note of Dr. Satoh’s concrete proposal to step up our environmental management following integrated ISO 14001 certification in Japan for the Yamaha Group from the standpoint of a promoter of environmental programs that include efforts to prevent global warming. Taking into account Dr. Satoh’s comments on the need to make Group environmental activities more effective, we will take his proposal as a challenge to be addressed by the Group and strive to make the necessary improvements.