Strengthening the Relationship with Stakeholders to Promote Brand Value Management
In its brand value management which Mazda has promoted in earnest since 2013, Mazda pushes forward with various initiatives, aiming to continue growing as a corporate group that earns the trust of all its stakeholders. By establishing indicators for its relationships with its stakeholders, the Company implements the PDCA (plan-do-check-act) cycle.
Mazda makes active use of its SNS (social networking service) “Tsunagari Net” as a tool to share external evaluations and stakeholders’ voices on the intranet, and to promote the exchange of views.
Since 2007, the Sustainable “Zoom-Zoom” Forum*1 has been continuously held, which is an event designed to explain Mazda’s vision for satisfying both driving pleasure and outstanding environmental and safety performance as well as its specific activities, and to promote dialogue with participants. The forum has enjoyed the participation of various stakeholders, including ordinary citizens, customers, business partners, government and administrative agencies, experts and specialists, and students. The opinions submitted from them are utilized to improve the business activities of Mazda.
* Including employees
Examples of Indicators:
Customers: Degree of customer satisfaction and brand recognition
Shareholders and investors: Evaluations by external research organizations
Business partners: Stakeholder Survey
Employees: Global Employee Engagement Survey
Global society and local communities: Stakeholder Survey
Next-generation people: Evaluations by external research organizations
*1 From 2007 to 2011, this event was held under the title “Mazda Environmental Technology Forum.”
Conducting the Stakeholder Survey
Since FY March 2014, Mazda has conducted a Stakeholder Survey to invite opinions from stakeholders outside the Company, primarily business partners, about employee conduct and attitudes toward work. To guarantee objectivity, the Company has commissioned a third party organization (research firm) to conduct the survey. The analysis results of the collected opinions are fed back to the management, so as to implement the PDCA process.
Those Covered by Stakeholder Survey (Only in Japan)：
Suppliers, local autonomous entities, academic societies, industrial associations, etc.
Communication through Publication of the Mazda Sustainability Report
The Mazda Sustainability Report has been published with the aim of informing stakeholders of Mazda’s CSR initiatives. To obtain the opinions and evaluations regarding the report’s content and editorial method, Mazda has conducted a questionnaire survey and applied for CSR-related awards. The submitted opinions and evaluations are fed back to executive officers, external directors, and each division’s employees in charge of producing the Mazda Sustainability Report, and are utilized for designing the next year’s initiatives and for considering the information to be disclosed in the report. The questionnaire survey results are published on the Mazda official website.
The Mazda Sustainability Report 2014 won the Award for Excellence in Reporting Global Warming Countermeasures, in the Environmental Report category at the 18th Environmental Communication Awards (cosponsored by Japan’s Ministry of the Environment and the Global Environmental Forum.)
Sustainable “Zoom-Zoom” Forum 2014 in Hiroshima
This is Mazda Design—Embodiment of “Driving Pleasure” through “KODO” Design
In response to the increasing interest of stakeholders in Mazda design, the Sustainable “Zoom-Zoom” Forum 2014 in Hiroshima was held in the basement hall of the Hiroshima Prefectural Art Museum in December 2014. This was the second time to hold this event in Hiroshima. The program of the forum included a presentation on Mazda’s car design concept of “KODO—Soul of Motion” and an interactive workshop at which Mazda designers and engineers communicated with participants. The forum was intended to promote the understanding of participants about Mazda and Mazda design and technologies, and invite their opinions and requests.
<Opinions from Participants>
- ■ It was a very nice event that deepened my understanding of Mazda. I hope that Mazda will continue to hold this event in Hiroshima, where its head office is located.
- ■ The explanation of the design concept was easy to understand. I also felt closer to Mazda, because I keenly realized its passion for vehicle manufacturing.
- ■ Not only Mazda’s products but also its recent corporate attitude are appealing to me. I hope that Mazda will further evolve its SKYACTIV TECHNOLOGY. I think that Mazda should provide information on safety technologies more actively.