Europe's Next Generation Don't Know how to Save the Planet

Conflicting Messages Leave 6 in 10 Young People Confused, Helpless and Apathetic

LONDON, November 18 - A pan-European study, commissioned by Sony Europe, revealed
Europe's next generation are confused by environmental messages and don't
know how to save the planet.

    New research from Sony Europe reveals:

    - 6 in 10 children across Europe think that conflicting messages about
      the environment is confusing, leading them to feel helpless and
      apathetic about protecting their environment

    - A quarter of European children don't know how to get involved with
      environmental issues and don't see what difference they can make

    - Young people in Europe see large businesses and governments as
      equally responsible for tackling environmental issues

Sony Europe commissioned the independent research that
surveyed 5,000 11 - 16 year olds in UK, Germany, France, Italy and Spain in
July 2009 to gain a better understanding of young people's attitudes towards
the environment. Sony wanted to find out how it could help motivate and
mobilise children to protect their own planet as part of it's ethos to
protect the environment 'For the next generation'.

Commenting on the research Achim Steiner, Executive Director
of the United Nations Environment Programme, said: "Young people are often
interested but can also be sceptical and pessimistic over the scope for real
and decisive action on the environmental issues we all face.

We need to communicate to young people not just the threats
and problems, but more importantly the fact that there are inordinate
solutions to the challenges of a world of six billion people, to impart not
only the confidence, but the courage that together we can make the
difference".

Young people in Europe feel that big companies share equal
responsibility with governments for tackling environmental issues - a clear
statement that they expect technology companies like Sony to play their part.

"The results of this survey show that companies like Sony
must meet the expectations of young people by playing a key role in tackling
environmental problems," said Serge Foucher, Executive Vice President of Sony
Europe. "However, it also shows that we have a big challenge ahead of us to
get the younger generation motivated and engaged in environmental issues."

Sony is already looking into ways to work with young people in this area
- a recent partnership with a team of children from California (Forest Guard
- presscentre.sony.eu/content/detail.aspx?NewsAreaId=2&ReleaseID=4729)
has helped them develop a system that detects forest fires early. The carbon
dioxide emitted during these fires can equal that produced by several million
cars on the road in a year. It's these sorts of projects Sony will continue
to support to inspire young people to get involved in environmental issues.

    Media contact
    Claire Thacker, Corporate Communications, Sony Europe
    Tel: +44(0)1932-816000/ email: claire.thacker@eu.sony.com

    For more information about Sony's environmental initiatives go to
    www.sony.eu/eco

Media contact: Claire Thacker, Corporate Communications, Sony Europe, Tel: +44(0)1932-816000/ email: claire.thacker at eu.sony.com