CSR Report > CSR Report2019 - Nintendo's CSR

CSR Report

Nintendo's CSR / Putting Smiles on the Faces of Everyone Nintendo Touches

Nintendo's CSR

Putting Smiles on the Faces of Everyone Nintendo Touches

As Nintendo's business activities affect society in many ways, our corporate social responsibility (CSR) activities have been based on the mid-term plan for CSR promotion since fiscal year 2015, aiming to respond to both internal and external demands and expectations.

Communication With Everyone Nintendo Touches

Our Stakeholders ActivitiesCommunication Methods
ConsumersConsumersTo ensure that our consumers can enjoy our products with comfort at all times, we implement mechanisms to respond to consumers and strive to continually create even higher quality products by learning from their feedback.Customer service centers, repair and maintenance centers, retailers, Nintendo corporate websites, online inquiry services, counterfeit product reporting services, CSR report, etc.
Business PartnersBusiness PartnersWe strive to create an environment that provides our consumers with better products, and therefore we create beneficial relationships with our production partners, development partners, and sales partners.CSR procurement, Nintendo CSR Procurement Guidelines, third-party audits, on-site inspections, new product information sessions, CSR report, etc.
EmployeesEmployeesWe are committed to creating and maintaining an environment where every employee can take advantage of their strengths and realize their maximum potential.President's address, code of conduct, employee handbook, training, periodic evaluations, health and safety committees, health consultation rooms, information sharing via corporate intranet sites, CSR report, etc.
Future Generations (Environment)Future Generations (Environment)To put smiles on the faces of future generations, including children, we recognize it is our important responsibility to make a better environment to be passed on for the future. We are committed to maximizing global environmental protection in our product design processes and in our business activities.ISO 14001 certification, green procurement, chemical substance control, CSR report, etc.
CommunitiesCommunitiesWe are committed to being a corporate citizen that is valued by society and is recognized for our unique contributions.Various programs designed to give back to local communities, CSR report, etc.
Shareholders and InvestorsShareholders and InvestorsWe strive to maximize our corporate value and build relationships of trust with our shareholders and investors to create long-term relationships through returns on profit and the disclosure of important information in a timely and appropriate manner.Convocation notice, general meetings of shareholders, financial results briefings, corporate management policy briefings, Nintendo corporate websites, annual report, securities report, corporate governance report, CSR report, etc.

CSR Priority Areas

  • Putting Smiles on the Faces of Our Consumers

    Putting Smiles on the Faces of Our Consumers

    The entertainment offered by Nintendo is not a daily necessity. In order for consumers to engage with our offerings, it is important for us to deliver products and services that surprise and excite them.

  • Putting Smiles on the Faces of Our Supply Chain

    Putting Smiles on the Faces of Our Supply Chain

    Promoting CSR activities throughout our supply chain is more than a way for Nintendo to improve working conditions for those employed at our production sites. It also leads to a higher quality of production and, ultimately, more smiles on our consumers' faces. We are continuing to work together with our production partners, focusing on communication and mutual understanding.

  • Putting Smiles on the Faces of Our Employees

    Putting Smiles on the Faces of Our Employees

    Nintendo employs people with a wide variety of unique characteristics who work to put smiles on the faces of everyone we interact with. Creating a positive working environment for our employees is a source of Nintendo's competitive edge. In addition, it is critical that we, as a global entity, establish an appropriate recognition of human rights issues.

Mid-Term Plan for CSR Promotion

 In addition to identifying our CSR goals, Nintendo establishes targets that serve as guideposts. We believe our ability to make steady progress toward those goals and targets is important, so we formulated our mid-term plan for CSR promotion in 2015 to set mid-term objectives for our CSR activities. This fiscal year 2018 marks the transition to Phase 2 of our plan, and we have decided to establish new CSR priorities based on social demands, unique attributes of our business, and opinions from both inside and outside the company.

Mid-Term Plan for CSR Promotion (FY)

Process for Improving Priority Areas

 In Phase 1 of our mid-term plan for CSR promotion (from FY 2015 through FY 2017), we worked to establish four priority areas: "Pursuing the New Potential of Video Games," "Advancing CSR Procurement with Our Production Partners," "Promoting a Diverse Work Environment," and "CSR Management." Under Phase 2, beginning in FY 2018, we have aimed to continue improving our CSR initiatives, reviewing and separating them into three new areas using the process described below.

STEP 1 Identify CSR Issues

To identify issues that Nintendo should tackle, we created a survey referencing various international criteria such as the GRI Standards*, then conducted the survey both inside and outside the company.

* The GRI Standards are international guidelines for corporate sustainability reporting

STEP 2 Designate CSR Priority Areas

Priority was assigned to each of the issues based on both their impact on stakeholders and their impact on our business. Outside experts were also consulted while CSR priority areas were being designated.

STEP 3 Designate CSR Priority Areas

Specific CSR priority areas were agreed on by each country's CSR leaders at the global CSR meeting and approved by the president.

Nintendo's System for CSR Promotion

 Nintendo Co., Ltd. sees the promotion of CSR as more than the responsibility of a single department. Rather, it is something that must be promoted through the work of all departments involved. To that end, we established a CSR Promotion Project Team in 2007 to coordinate and support CSR activities.
 To ensure that CSR activities proceed at the global level, there are CSR promotion teams and CSR promotion leads within our major subsidiaries. Information on activities across the world is shared within the group, and there is a system for reporting to Nintendo Co., Ltd. executives when the need arises.

(CSR Promotion System)

CSR Promotion System

Promoting Internal Understanding

 CSR promotion staff in each region regularly exchange opinions and engage in a variety of activities to ensure that each and every employee understands the importance of CSR.
 At Nintendo Co., Ltd., we hold seminars for new recruits to promote CSR understanding.
 At Nintendo of America, the CSR Committee plays a central role in training new employees and regularly issuing information through new employee orientation, events, and articles shared on an intranet site. 
In fiscal year 2016, the CSR Committee at Nintendo of Europe took on the challenge of expanding the presence of the CSR pages on their corporate website to promote CSR awareness both internally and externally. In addition to making CSR information more visible and adding messages from both the president of Nintendo and Nintendo of Europe, they created a page of local activities. This information is now available in 8 languages covering 15 regions to ensure that everyone Nintendo touches in Europe understands our approach to CSR.
 In fiscal year 2015, Nintendo of Europe's UK branch established a CSR Committee, with representatives from all departments, tasked with reinvigorating a CSR focus at the UK office. The committee communicates with employees to bring CSR to the forefront, and fosters the generation of CSR ideas and good practices.
 Nintendo Ibérica's cross-departmental CSR Promotion Team aims to raise CSR awareness among its employees and holds periodic meetings to advance this initiative. The team created CSR information pages on the corporate intranet and set up a dedicated email address via which employees can ask questions about CSR at any time. They also hold internal CSR seminars and feel that CSR awareness is gradually spreading among employees, as evident in CSR topics being discussed during break times.
 The CSR Committee at Nintendo Australia aims to raise employee interest in CSR by arranging diversity events, conducting CSR training for new recruits, and issuing newsletters highlighting the CSR activities of Nintendo Australia and other subsidiaries around the world.
 Nintendo France, Nintendo Benelux, and Nintendo of Europe's Italy branch also have CSR promotion staff who work to raise awareness of CSR among employees, collaborate with NGOs on various events, and organize volunteer activities in which employees can participate.

Global CSR Meeting

Global CSR Meeting

Global CSR Meeting

 In November 2018, the leaders and representatives for CSR in each country met at Nintendo of Europe (Germany). There, they verified and agreed upon the suitability of the CSR priority candidates. They also discussed and shared their viewpoints on what kinds of activities they should promote to accomplish these priorities.

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