Nintendo’s Corporate Social Responsibility (CSR) is to " put smiles on the faces of everyone they touch.” To achieve that, Nintendo wants to communicate the positive influence that video games can have in society. For example, entertaining people of all ages (demographics) and bringing them together to enjoy the original features of products such as the Wii and DSi consoles.
Nintendo also has an Eco-Friendly policy as part of their CSR. As a company that does not have its own production factories, they promote among their partners a consideration for the environment. By producing energy-efficient products that might be recyclable at the end of their lifetime, and paying special attention to the materials use for packing and distribution, is how Nintendo plans to contribute for a better future. At the same time, to encourage their employees to use public transportation or either walking and biking as options to commute, Nintendo offers free bus passes, special parking lots for bicycles and showers in some of their locations.
And finally, to prompt communication across generations. According to the Japanese neuroscientist, Professor Ryuta Kawashima, communication across generations is a very good stimulus for the brain. In a researche made by Nintendo, they found that games like Wii Fit and the Brain Training have given more opportunities for men in their 40's to talk and spend time with their children, while practicing a healthy activity at home. And also for couples in their 50's to enjoy the games while challenging their physical and intellectual abilities.
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