Introduction
With the introduction of a new video game console in 2017, the Nintendo Switch, will Nintendo continue to maintain their sustainability quest?
While competitors Sony and Microsoft love to throw around how much power their video game consoles can push for a relative affordable price, Nintendo has took a different turn with the Nintendo Wii in 2006 when they released the smallest and most power efficient console in the history of the company. With the Wii only consuming 40 watts an hour, in comparison to the Xbox 360 using 180 and the PlayStation 3 using 190 (Energy use calculator, 2017), it became an objective for the company to create more awareness regarding the usage of power in the products on the market and the relation to sustainability.
The future
Ever since Nintendo revealed the Nintendo Switch (Figure 1) back in October 2016, it became clear that Nintendo continued their objective to release eco-friendly products. With the Nintendo Switch itself being almost as small as one DVD box, new patents showed the Power Supply Unit will only use roughly 36 watts an hour.
2016 CSR report
With this report focusing on the 2016 CSR report, it will also look at the objectives Nintendo has set and want to attain for the future.
What is Nintendo doing on CSR—Context.
“CSR is at the very heart of what we do. We are always seeking new ways to make people smile” -Tatsumi Kimishima
President Nintendo Co., Ltd
Addressing Local Needs
Nintendo at their core is an entertainment company, producing not only video games, but providing experiences by using their IP’s in unique ways to make people smile. What becomes clear in their report is that they have different CSR objectives in the four different regions they work in. These regions include;
-America (Located in Seattle, US)
-Asia (Located in Kyoto, Japan)
-Europe (Located in Frankfurt, Germany)
-Oceania (Located in Melbourne, Australia)
CSR Objectives—global and regional
(SUSTAINABLE GOALS WILL BE HIGHLIGHTED WITH A * AT THE END OF THE SENTENCE.) Nintendo states they cannot apply the Japanese method to the global corporate, because of how different the markets work and are seeking to find new ways to apply methods to the specific markets to address local needs while maintaining a global goal. For example;
-a specific goal in Japan is addressing human rights and supporting growth of woman working in the video games industry. (Nintendo Co., Ltd., 2017)
-while one of their global CSR objective is to address the environmental concern regarding power consumption of their systems, using energy saving designs and by seeking the use of renewable energy at each office globally.* (Nintendo Co., Ltd., 2017)
A second global effort for Nintendo is to reduce harmful chemicals used in their products by replacing new materials with recycled materials, this is one way of using a circular economy in production.* By using this method they are also working on reducing their C0² emission.* One of these aspects has recently be attained by Nintendo of Europe by gaining the expertise in CSM (Chemical Substance Management) in their supply chain. This includes their upstream part and manufacturing of components which is all in accordance with the RoHS directive and regulations of REACH in Europe.* (Nintendo Co., Ltd., 2017)
Next to regional CSR objectives, we also see regional (or local) initiatives, some examples;
-Supporting various charities such as Starlight Children’s Foundation, including supporting employees who are willingly to engage in volunteer activities.
-Promoting monthly events and challenges to promote health of their employees, including daily yoga lessons in the morning and afternoon/evening before and after work.
-Working with 3rd party organizations to put time and work on environmental activities such as tree-planting events. With these events they are working on recycling at a rate, which they claim, to be as high as 99%, and reusing 66% of the products in original form.*
-Holding Cultural events to promote diversity within the company such as a Diversity Food Event
-Contributing to conservation of natural environment around local offices, including clean-up activities.* (Nintendo Co., Ltd., 2017)
A Critical Evaluation
As someone who hasn’t read or studied many CSR reports I was positively surprised by the information Nintendo were giving in their 2016 CSR report. Reading and seeing how they are working on, what seemingly are, good moves on their part to do make great initiatives and objectives regarding sustainability happen left a good impression on me at first. However when I started researching Nintendo’s Sustainability using external sources it was rather quick that my mind started asking the same questions, leaving me to think their CSR report is a bit of a shallow PR report– a bit harsh, I know.
Details, details, details
About those sustainability efforts– let me list the few CSR objectives and initiatives I could find in their report:
1. Addressing Power Consumption, using energy saving designs.
2. Reduce harmful chemicals used in their products, using recycled materials.
3. Reducing C0² emissions.
4. Working with 3rd part organizations, tree-planting events.
5. Contributing to conservation of nature.
While at first these actions might look as a good thing, which they are, but how relative are these?
I can answer the first because I already found the answers myself.
1st. It comes to Nintendo products, you can almost 99,9% expect that the device will be an efficient, low watt usage device—Look for the source in the introduction.
2nd. Reducing the use of harmful chemicals in your products is a great thing to do however, where are the details? None were given, questions like what type of materials are we talking about, at what % and how much of the materials are recycled are not given. This can be because they want their reports be easy digestible without throwing everyone off with numbers, researches and data collectives, or they are simply not significant enough to be shared with the public.
3rd. Reducing C0² emissions—which is great, but with which methods? At what rate? How are the forecasts? What will be your plan for the next 3-5 years in regards to this in order to cut the emissions?
4th. Events such as tree planting—great initiative. In my opinion something every company should be worried about, seeing the rate of deforestation that happens every minute of the day.
5th. Contributing to conservation of nature around the local offices—another great initiative. But how exactly do you plan this out? I can’t imagine it’s a daily thing, so how effective is this really?
Improvement needed
Sorry Mario, Princess Peach isn’t the only one that is in another castle and thus missing. So are the much needed details, data and information regarding Nintendo’s CSR and sustainability goals.
Don’t get me wrong, Nintendo can improve their CSR quite easily by communicating transparently what they are actually doing to achieve these goals and initiatives they set for themselves. Just because a lot of the information isn’t available, doesn’t mean they’re not doing enough—let alone anything. It feels like a missed opportunity for a company that likes to position itself as an “aware” one, by developing and releasing devices that are energy efficient.
Conclusion
I believe Nintendo is on the right path, yes eliminating the use of harmful chemicals and materials in your products in important. Yes they are aware of the C0² emissions, and trying to reduce them however, they need to show on which path they are and come with details. They already have a great record of showing their power and energy efficient devices, which they are leaders of in the industry they work in, when compared to Microsoft and Sony.