Sony is beating its own target for reducing greenhouse gas emissions and will begin promoting a sustainable lifestyle to consumers, it said Friday. The company has cut emissions from its offices and factories worldwide by 9 percent exceeding its original target of a 7 percent reduction by 2010, CEO Howard Stringer told the World Wide Fund for Nature's (WWF) Climate Savers conference in Tokyo.

Sony is one of 12 companies that has joined the WWF's Climate Savers initiative, under which they pledge to an aggressive cut in greenhouse gas emissions. Companies Hewlett-Packard and Nokia are also members.

At the conference the companies signed a declaration that recommitted themselves to action and expanded their work to include partnering with business partners to further cut emissions, the promotion of a low-carbon lifestyle to their customers and greater transparency of their carbon footprint and environmental activities.

HOWARD STRINGER, CEO, Sony
"For Sony this means we will proactively look to expand our emissions reductions beyond our sites to include logistics and other parts of our business," said Stringer. "We must also continue to improve the energy efficiency of our products, particularly televisions which consume the most energy of all our home electronics products. Yet while the trend is towards larger screens and more sophisticated functions that inevitably consume more power Sony's televisions are already among the industry leaders in terms of energy efficiency and we are the first consumer electornics companies to have received the Sustainable Energy Award Europe. However we anticipate the operating power of electronics products to be reduced to half their existing levels in a few years. I am confident that our engineers can meet these expectations."

For companies like Sony one of the greatest inefficiencies in their products comes from the standby power that is consumed continuously when a device is not in use but plugged into the socket. It's not a great deal of power per product but the number of such devices has multiplied in recent years so the total amount of energy used in this way is now becoming quite large.

JAMES LEAPE, Director General, WWF International
"Standby power is a huge and growing share of electricity use because those things are plugged in 24/7 but nobody when they buy a computer buys it based on its efficiency in using standby power. You're thinking about a hundred other things when you buy your computer and so the market doesn't work. And so standards are crucial and the industry can lead on that by defining norms but its a place where government action can be quite important."

Many of the largest PC makers have joined together under the banner of the Climate Savers computing initiative and have pledged to reduce power consumption of computers by 50 percent by 2010. The companies plan to highlight some of their advances and technologies at the Cebit exhibition that will take place in Germany in March.

Through the declaration the companies are emphasizing that world's greenhouse gas emissions must be reduced by more than 50 percent by 2050, and that emissions must peak and start to decline within the next 10 to 15 years in order to keep the world's average temperature from rising no more than 2 degrees.

The WWF conference, which takes place every year, was held at Sony's new headquarters building in Tokyo, which itself has helped the company to achieve its goal. Greenhouse gas emissions from the building are 40 percent lower than at equivalent conventional buildings.

In Tokyo this is Martyn Williams, IDG News Service.