Innovation

In 2016, Fujifilm began a new activity against global warming to reduce CO2 emissions with its customers based on carbon offset. Fujifilm supports customers to reduce CO2 emissions simply by selecting their products with carbon offset and offering tips on reducing CO2 emissions in everyday life. For example, purchasing one of Fujifilm’s skin care product series ASTALIFT leads to the reduction of CO2 by 6kg, the equivalent of a day’s emissions from the customer’s daily activities. For ASTALIFT, Fujifilm is working on reducing plastics used in packaging and actively involved in environmental activities.

Fuji Xerox (a subsidiary of Fujifilm Holdings Corporation) launched full-colour digital multifunctional devices ApeosPort-IV and DocuCentre-IV series in 2011, which met the “Real Green” concept and provide various comfortable and eco-friendly functions. The new technology “Smart WelcomEyes” is used in motion sensor, which detects the access of a user and makes machine ready for use. Machines will be switched to sleep mode automatically when users finish using, which helps to enhance energy conservation performance. Output unit’s software had been improved to shorten the time required for recovery to under 3.9 seconds, which greatly improves users’ comfort. Besides, “ApeosWare Log Management 1.2” is installed in these devices, which helps users visualize their environmental impact and increase the efficiency of their environmental measures. CO2 emission reduction and paper-use reduction rankings of each user are displayed together with the individuals’ levels of contributions to the environment on control panel. This effectively encourages employees to reduce their environmental impact.

Inspiration

Fujifilm Corporation aims to reduce CO2 emissions by 30% over the level of 2005 from the entire product lifecycle under Sustainable Value Plan 2020. Some of Fujifilm’s products were very carbon intensive. After gathering feedback from stakeholders, customers and employees, who were concerned about the climate change and carbon emissions, Fujifilm began to develop more “Real Green” products. Besides, big changes should be made in work styles to achieve this decarbonization goal. For this reason, solutions are developed to help customers visualize their energy use in business operations, thereby supporting them in improving productivity and reducing environmental impacts. Fujifilm also create new working styles and spaces to help society to reduce CO2 emissions effectively, in addition to proposing to customers the optimal layout of their office devices for higher productivity.

In the interview, Mr. Su shared me his experience in Japan. Companies in Japan have strong and detailed environmental protection culture. Employees overall have good work styles which contribute to decarbonization. For instance, most of employees are used to switch off lights and electronic machines when leaving. However, there are lots of companies lack effective environmental protection policy. Fujifilm thus had the inspiration to develop energy-efficient technology and spread its environmental protection “Real Green” concept to the public. In terms of these decarbonization innovations, Mr. Su told me that all the sustainable plans are made by the headquarters of Fujifilm Holdings Corporation. All the group companies’ products and services follow the “Real Green” concept and contribute to environmental-friendly activities.

Overall impact

The “Real Green” concept of Fujifilm’s products and tips offered to their customers on reducing daily life carbon emissions have positive influences on the environment. These “Real Green” products are both energy-efficient and user-friendly, which let customers no longer experience uncomfortable. Customers are also encouraged to be actively involved in decarbonization activities.

In addition, product differentiation helps Fujifilm to win more business. With the increasing environmental protection awareness of people, Fujifilm’s “Real Green” products are more accepted by the market.

Business benefit

Fujifilm recognized there are opportunities for the business for product differentiation. There were a range of other products in the market with other social and environmental attribute which did not focus on energy-efficiency. Through continuously innovating, Fujifilm’s “Real Green” products are accepted by the market and created product differentiation. Fujifilm maintained the product differentiation and leveraged it to win more business.

At the Carbon Offset Awards organized by the Carbon Offset Network, Fuji Xerox won outstanding recognition for customer use of multifunctional devices installed at convenience stores (5th award) and Fujifilm won for its skincare series ASTALIFT (6th Award). These help to enhance the business reputation.

Social and environmental benefit

Fujifilm is developing products and services with outstanding CO2 reduction effects using innovative technologies. Internal guidelines are used in increasing the visibility of good behaviors that contribute to protecting the environment. The tips offered to customers on reducing CO2 emissions will have positive influences in changing people’s living habits, which could help to reduce people’s environmental impacts and mitigate the effects of the greenhouse effect.

Fujifilm will continue to promote the use of products and services that contribute to reducing CO2 emissions to achieve its 2020 target.

Interview

Mingming Su, TECHNICAL SERVICE MANAGER NSW