CSR(Corporate Social Responsibility):Continuous Development of Trust

Mr. Shimizu graduated from College of Economics, Yokohama National University. After working at Japan Management Association, he was a professor at Faculty of International Communication and College of Business Administration, Shukutoku University, and established CCI Research Institute in 2014.
His specialties are environmental / CSR communication and public relations management. His major books are "Internal Communication Management", "Management Learning from Eiichi Shibusawa Based on The Analects and The Abacus", "Environmental Communication", "CSR Management: Coexistence with Stakeholders and Corporate Social Responsibility", "Environmental Communication", "CC Theory and practice of strategy, "CSR Initiative: CSR Management Philosophy, Charter of Conduct, Recommended Model of Conduct " and many others.

SHIMIZU, Masamichi

Visiting Professor of Tsukuba Gakuin University, Representative of CCI Research Institute, director and "Management Communication Study Group" department chairperson of the Japan Society for Corporate Communication Studies, examiner of KEIDANREN Internal Media Awards

Firstly, I would like to say that something will change in TANAKA and I am looking forward to its future. I have exchanged opinions with staff every year and visited the main plants. I find new things every year. Here, I would like to particularly point out two issues. One is that I was able to take a brief look at the wonderful corporate culture that has been kept inside. The other is that efforts are made to show the effective use of precious metals on a global scale and conservation of biodiversity on a local scale at the same time.

The Corporate Culture Based on "Any Bullion is Money," Which Will Lead to the Future

I noticed it in a meeting room of Saga Plant, Tanaka Denshi Kogyo K.K. I heard that the phrase "Any Bullion is money" was frequently said in the production sites of TANAKA. I considered that the comments I heard in the sites like "There is no waste in our plant" and "Everything is recovered and reborn" are images related to not only the operations in clean rooms but also the future society.
During my visits to TANAKA's plants, I repeatedly thought that it would be difficult to clearly explain something I can understand intuitionally in words or images alone. In this context, even if there is no direct explanation, the description of facts in the previous fiscal year, such as the award for Tomioka Plant in the Grand Prize for Excellence in Energy Efficiency and Conservation and the Japan Industrial Safety and Health Association Chairperson Prize, as well as the certification from Japanese and international specialized agencies in CSR assessment including the RBA Code of Conduct and EcoVadis, is effective because it will externally communicate the actual feeling that can be realized only inside the company in the forms of specific views and opinions.

From Visualization to Sharing of Attitude and Behavior

For any job, the actual situation of diverse corporate activities cannot be understood even by employees in the next line unless it is visualized in society. Especially in business activities like those of TANAKA, it is necessary to develop appropriate indicators due to the high degree of specialization. This is applicable to "CSR Performance." It will be even more persuasive if the design is further improved. This is also same with non-business activities such as sports and contribution to l ocal communities and society because t he impression can significantly change depending on the level of attitude and behavior.
For reference sake, I would like to mention that I have conducted joint research with researchers for several years in order to examine how to communicate and share concepts involving feelings such as dreams and hopes and make others act with the recognition that the concepts are also their own. Through interviews with top management, executives, etc. of 50 companies, I learned that it is important for anyone to show their attitude and behavior in addition to words and that the continuance of such communication without getting tired of it is essential to express and share feelings.
The feature articles in P12-13 visually express this to enhance the interest of readers. Whether resources are recycled or abandoned to cause environmental pollution, it is a result of the ideas and actions of people. The articles represent it effectively.

One Way to Achieve Dreams and Targets Is to Continue to Make Small Efforts

I think that such a persistent approach will lead to the "Exploration of Various Possibilities" in TANAKA. This has already been producing tangible results such as flexible touch panels, fuel cells and items for surgery and treatment, as well as the publication of the 1,700th issue of CSR Tsushin.
CSR Tsushin is a sort of wall newspaper prepared in one sheet every day. It presents the knowledge of CSR and reports on the activities of facilities in a way to ensure that the content can be understood just by viewing the sheet displayed in the company. This initiative is praised and envied by CSR staff in other companies. Even if it is a small step, the continuation of it will produce results that cannot be imitated by anyone.
Today, along with the digital revolution, the "material revolution" is underway. With the demand for the use of precious metals in new ways, their needs will be further enhanced. While Mr. Tanae, President claims "productivity improvement based on the safety-first principle" at the beginning of this report, I wonder that a shortcut to reach the "Ideal State we would like to achieve" in 2020 is to continuously make small efforts, although this may sound paradoxical.
I would be happy if this report helps find a shortcut to the future.