Blue Value™ / Rose Value™
Visualizing Contributions to the Environment and Society
Our Blue Value™ and Rose Value™ help visualize the contributions our products and services make to the environment and society and enable us to share those values with stakeholders.
We have established Blue Value™ and Rose Value™ to respectively represent environmental contributions and quality-of-life (QOL) improvements of our products and services. We evaluate and review products using our unique Blue Value™ and Rose Value™ Indices, and certify those that make significant contributions as Blue Value™ and Rose Value™ products, respectively.
We also believe Blue Value™ and Rose Value™ inform our efforts toward addressing the following material topics of our Group, which were set in order to realize our ideal future society: climate change, a circular economy, health and livelihood, highly livable communities, food security, and product design based on full life-cycle considerations.
By maximizing our contributions throughout the entire product life cycle through expanding and providing Blue Value™ and Rose Value™ products and services, we hope to realize corporate growth for the Group and our ideal future society.
Blue Value™ and Rose Value™ Evaluation, Reviewing, and Certification Process
Evaluation and review are conducted following the process shown below.
*1Simple assessment / Preliminary review:
Optional assessment/ review; it is also possible to apply for review only
Dr. ITSUBO Norihiro, Professor, Faculty of Environmental Studies
Dean, Graduate School of Environmental and Information Studies, Tokyo City University (Blue Value™ advisor)
Mr. ADACHI Eiichiro, Senior Counselor, Japan Research Institute, Limited(Rose Value™ advisor)
GMs of Planning & Coordination Division of Production & Technology Center, Chemicals Safety Department, and Intellectual Property Division
Business divisions evaluate the contributions their own products and services make to the environment and improved QOL based on the respective Blue Value™ and Rose Value™ assessment indices, and submit an application to the review board. Assessment and application is conducted according to the envisaged use of the product or service. This is because the same product or service could have a different impact on the environment or quality of life throughout the entire life cycle based on its envisaged use.
When submitting an application, applicants also provide evidence of contribution impact and whether there are any negative impacts or other factors throughout the entire life cycle.
The review board will confirm and deliberate on factors such as the rationale behind the assessment of the contributions, whether the concept and selling points of the submitted products and services are consistent with the contribution categories of Blue Value™ or Rose Value™, and whether the level of contribution is sufficient. Those that meet the criteria are certified as Blue Value™ and Rose Value™ products. In order to ensure objectivity and legitimacy of the certification, we also obtain opinions from external experts. The certification criteria are updated as appropriate to reflect changes in material topics, business strategy, and the external environment, with advice from external experts.
In addition, certified products and services are re-assessed every five years to assess whether they still make significant contributions and to determine whether their certification can be continued.
Starting in fiscal 2020, we began preliminary review of pre-launch R&D products and services. We use this preliminary review to discover candidates of Blue Value™ and Rose Value™ products and services.
Unlike the main review after product market introduction where certification of Blue Value™ and Rose Value™ products and services is determined, preliminary review is a process for sharing how the “performance and value requirements for contributing to the environment and society” expected from Blue Value™ and Rose Value™ perspectives are reflected in the concepts and possible business models for products and services under research and development, before they go to market. Through conversations with Review Board members, extended application ideas are born and value is unearthed from new perspectives that were not considered by the R&D divisions, and this has been helpful for marketing. Additionally, since it also checks for insufficient data and goes over the verification process in preparation for the main review, it is utilized as a chance to check the direction of R&D and correct course for market launch. Furthermore, we will continue to incorporate the ideas of Blue Value™ and Rose Value™ into additional R&D processes, such as addition of related assessment items for investment implementation.
Incorporating Blue Value™ and Rose Value™ into Business Management Strategies
Transforming business portfolios based on ideal future society and promoting business engagement from a social issue perspective lead to nothing short of corporate growth and increased social contribution through products. In VISION 2030, we set the sales revenue ratios of Blue Value™ and Rose Value™ products as non-financial metrics, with their targets both set at 40% or more. In order to encourage proactive investment that will lead to the growth of sales of Blue Value™ and Rose Value™ products and services, we have created a mechanism for reflecting ESG elements in investment decisions. Since fiscal 2019 we have mandated that the application format for large-scale investments include description of the opportunities and risks the project entails from social issue perspectives, such as by indicating the project’s Blue Value™ and Rose Value™ contributions. Since fiscal 2020, we have set annual targets for the expansion measures and sales revenue of certified products in each business division, and worked to incorporate them into their business strategies. In FY2021, we expanded the sales of certified products and identified candidate products from uncertified products. Going forward, we will expand to affiliates and ensure business development is conscious of Blue Value™ and Rose Value™.