JA Solar Details Motivation for STEP Membership and Holistic Sustainability Commitment
At The smarter E 2025 in Munich, Shanjanaa Soundharajan, International Communications & Event Manager at EUPD Group, speaks with Ingo Barz, Head of Marketing at JA Solar. Barz outlines JA Solar's rationale for becoming a founding member of STEP, emphasizing the company's commitment to sustainability across all operational levels beyond just products.
Key takeaways
4 points · 01:43 video- Holistic Sustainability ApproachIngo Barz, Head of Marketing at JA Solar, states the company's belief that sustainability must extend beyond products and production to encompass all operational levels. This comprehensive approach is central to their corporate philosophy.
- Motivation for STEP MembershipJA Solar became a founding member of STEP due to its fundamental commitment to sustainability. Barz emphasizes that for a company selling sustainable products, acting sustainably across the entire value chain is a logical imperative.
- Beyond Product LifecycleThe commitment means sustainability is not limited to the end of the production line or the product itself. JA Solar views it as essential for every aspect of its business, reflecting a core self-consciousness.
- Core Corporate ValueBarz highlights that sustainability is an inherent part of JA Solar's identity, influencing every decision. This deep-seated conviction drives the company's actions and partnerships.
Rationale for STEP Founding Membership
Ingo Barz, Head of Marketing at JA Solar, explained the company's straightforward motivation for joining STEP as a founding member. Selling sustainable products necessitates a commitment to sustainability that extends throughout the entire company, not just to the final output. According to Barz, this foundational belief meant there was "no question" about becoming a founding member. For JA Solar, active participation in initiatives like STEP aligns with their core principles of operating sustainably.
"The answer is really, is really easy because, um, we are selling sustainable products." Barz · 00:31
Defining Holistic Sustainability
Barz detailed JA Solar's comprehensive view of sustainability, asserting it cannot conclude at the production line. He articulated that genuine sustainability requires application "on all levels" within the company's operations. This means transcending the product and the production facility to embed sustainable practices into "everything you do." JA Solar's commitment is to ensure sustainability is an overarching principle guiding all corporate endeavors.
"sustainability can't end at the, at the end of your production line. So that means if you really believe in sustainability... you have to be sustainable on all levels." Barz · 00:37
Sustainability as a Core Corporate Value
For JA Solar, sustainability is described as an intrinsic "self-consciousness" rather than merely a business strategy. Barz indicated that this deep-seated conviction informs every decision and action the company undertakes. The company's belief in sustainable practices underpins its operational ethos. This ethos drives their active engagement in industry initiatives, reinforcing their commitment to responsible business conduct.
"it's like our self-consciousness to do everything in a sustainable way." Barz · 01:17
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Frequently asked questions
What motivated JA Solar to become a founding member of STEP?
According to Ingo Barz, Head of Marketing at JA Solar, the company’s fundamental belief in sustainability drove its decision. Barz states that selling sustainable products necessitates an overarching commitment to sustainable practices throughout the entire organization.
How does JA Solar define sustainability within its operations?
Barz explains that for JA Solar, sustainability cannot end at the production line; it must be applied “on all levels.” This includes not only the products and production facilities but also “everything you do” as a company.
Is JA Solar's commitment to sustainability a recent initiative?
Ingo Barz suggests it is an intrinsic part of the company’s identity, referring to it as their “self-consciousness.” This indicates a deep-seated and long-standing belief in operating in a sustainable way.
How does JA Solar ensure sustainability beyond just its products?
Barz emphasizes that while selling sustainable products is key, JA Solar also focuses on making its production facilities sustainable and integrating sustainable practices into “Faires with everything you do.” This implies a broad, company-wide approach.
What is the significance of JA Solar joining STEP as a founding member?
According to Barz, it reflects JA Solar’s strong belief in sustainability as a core principle. Becoming a founding member was a clear decision from the outset, aligning the company’s actions with its self-conscious commitment to sustainable practices.