(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
strive to reduce the environmental impact of our products, solutions, and operations. We also
collaborate with our suppliers to improve the environmental performance of our supply chain”.
Based on the environmental strategy mentioned, Nokia has come up with the idea of
environmental work based on life cycle thinking, beginning with the extraction of raw materials
and ending with recycling, treatment of waste, and recovery of used materials. The environment
efforts of Nokia therefore focus on four broad issues, which are substance management, energy
efficiency, take back and recycling; and, promoting sustainability through services and software.
Nokia has tackled the global warming issue particularly under the efforts of energy
efficiency. It is declared under its own web site that “Nokia is not an energy intensive company
and most of the carbon dioxide emissions take place either in component manufacturing by our
suppliers or in the use phase of our products”. Therefore Nokia has shown its leadership by
reducing carbon dioxide footprint, creating public especially consumer awareness on the issue
and also influencing other industries to make full use of the potential of ICT and mobility in
reducing emissions (http://www.nokia.com/environment/strategy-and-reports/environmentalstrategy/climate-strategy).
The emphasis on reducing global warming issue would be found on
its effort in reducing carbon dioxide emissions with clever use of mobile technologies in October
2009 (for the whole details of Nokia case studies on environmental issues, refer
www.nokia.com).
CSR of Nokia in Malaysia
Nokia is not a participant of GCNM but UNGC since 25 May 2001. Due to its worldwide
mobile devices business, it carries its philanthropic activities all over the world. Somehow
different countries have different needs and therefore Nokia will focus on those different societal
needs, for instance, re-forestations projects in Indonesia; elephant conservation and protection in
Thailand; watershed (water sustainability), re-habilitations and protection in Philippines;
environmental and sustainability education projects in Singapore and Malaysia (online interview
with a Nokia representative of Singapore and Malaysia, 13 August 2010).
Nokia Malaysia is running CSR activities based on the philanthropy of Nokia
Corporation perusal. It is spinning around its environmental strategy, substance management
and climate strategy as the corporation’s social responsibility to the country. Nokia Malaysia is
promoting its Nokia Kiosk with the slogan “Recycle a phone, adopt a tree” (in Indonesia) with
its green philanthropy.
The latest event of Nokia Malaysia is to run a co-PR campaign titled ECOnnet with a
local educational institution Tunku Abdul Rahman College (TARC) from 3 rd to 5 th August 2010,
with the slogan Talking Green. On one hand TARC stands as a non-profit organization, is
creating awareness especially among students and in conjunction with Nokia Malaysia’s
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