Can a printer manufacturer ever be green? - Printers

Can a printer manufacturer ever be green?

Can a printer manufacturer ever be green?
September 25, 2008
Tom Young
BusinessGreen



Briefings with businesses about their environmental policy often stink of greenwash.

Rhetoric about the importance of the environment to a firm often belies what everyone knows – it is all about the bottom line, and green comes second.

So when Mr Yuji Furukawa, director and managing executive officer of Brother Industries says that he feels tackling environmental issues is a "moral duty" for the company, it is difficult not to be suspicious – particularly when the company makes printers.

Consequently, it was a relief to hear some evidence to back up the claim.

In 2007, Brother reduced CO2 emissions at eight factories in Japan by 6.1 per cent on 2001 levels, three percentage points above its target, while six facilities outside Japan saw emissions cut by 21 per cent on 2004 levels.

The firm has also complied with the WEEE Directive in all countries of operation – not just Europe, where the law applies – setting up take back schemes and opening a recycling facility in Slovakia. And five of its production facilities outside of Japan now have sent zero waste to landfill.

In addition, it is compliant with the Reduction of Hazardous Substances Directive in all its production facilities, has outlawed 24 hazardous substances named by the Joint Industrial Committee, and is working to improve the energy efficiency of its machines.

Brother has also attained ISO 14001 accreditation in Europe and Canada, meaning that it has to provide a framework of control to allow a third party to audit it on its environmental standards.

And purchasing is now undertaken using rigorous procurement standards designed to examine the environmental impact of all components.

Moral duty aside, there is a business case behind all these initiatives, according to Furukawa.

"Emissions trading schemes are leading us to cut energy use at all points of the supply chain, while increasing demand from our customers for environmentally friendly products made us look at the design of the products themselves," he explains.

Echoing the findings of the Stern Review, which was set up to look at the economic impact of moving to a low carbon economy, Furukawa insists the company cannot afford not to take action.

"To some extent it may cost us to penetrate this market, but in the end we can get the return," he predicts. "And we are finding it is driving innovation by forcing us to look at things – particularly our products – in a new way."

Every three years the company devises and puts into action a new Environmental Action Plan which is promoted by a specific division within the company.

The plan is designed to keep the company ahead of the curve of upcoming green regulation – but crucially compliance strategies are put into affect across the whole company – not just those countries where new laws will apply.

"Most of the regulation comes from the EU, and in this way it is obvious that Europe is driving innovation across the whole world – the European standard is fast becoming a global standard," observes Furukawa.

It takes some time for the plans to filter down into all aspects of the company, but strong internal communication systems are used to highlight the importance of the respective plans. European divisions tended to be quicker on the uptake than Japanese ones, admits Furukawa, observing that "the Japanese are ahead with their ideas, but slower with their implementation of those ideas".

So what are likely to be the targets for the next action plan, due to be implemented in 2010?

"One of the new focuses is going to be to develop products which are much more environmentally-friendly in all areas, not just in reducing hazardous substances," says Furukawa. "We also want to set a further 10 per cent target for reduction of emissions in factories."

The firm will also look carefully at its logistics, building new warehouses to cut transport costs and improving the efficiency of delivery vehicles.

"But the ultimate goal is, we want to make our employees happier – to gain respect from stakeholders, and to make people proud of the company they work for," Furukawa concludes.

Brother's green progress report

* Introduced and published life cycle assessments of the environmental impact of all Brother products. Developed at least eight machines that it claims are top of their class in terms of low energy use.
* Eliminated the use of all prohibited substances under both Chinese and European laws, as well as a further 24 substances named by the Joint Industrial Committee in October.
* Set up energy conservation teams to look at consumption in clean rooms and compressors in the factories, introduced more energy efficient lighting, improved efficiency of datacentres.
* Improved recycling facilities – and built a new one in Slovakia – to help five facilities outside Japan send zero waste to landfill, and set-up a collection network for used toner cartridges in Japan, Europe, the USA and Australia.
* Built two warehouses in Japan to reduce shipping distances and cut transport-related emissions