'Engineered for Good' as new purpose-driven brand message for SEA

Epson has unveiled its revitalized brand message, "Engineered for Good," in Southeast Asia. This pivotal shift underscores Epson's commitment to marrying innovation with purpose by co-creating cutting-edge technology solutions that contribute to a sustainable future.

In an era where brands are distinguished by their values and aspirations, Epson redefines its identity to champion sustainability and meaningful innovation. The shift from its former brand message, "It's In the Details," heralds a new purpose for Epson: to go beyond product excellence and leverage technology to enrich communities. Epson's corporate philosophy of 'sho-sho-sei'—or, 'efficient, compact, and precise' in Japanese—also aligns with this new brand message.

'The actions of individuals and businesses, regardless of their scale, are pivotal in Southeast Asia's journey towards a sustainable future. Epson acknowledges that sustainability is a fundamental aspect of responsible business practices. Therefore, it is crucial that we promote and advocate the use of Epson's eco-efficient technology, which aids in reducing energy consumption, boosting productivity, and minimizing the overall environmental impact of every Epson product,' shares Tan May Lin, regional director of Brand and Communications, Epson Southeast Asia.

"Our 'Engineered for Good' brand campaign reflects Epson's unique philosophy of delivering efficient, compact, and precise innovations. By embracing innovation, we aim to combat global environmental challenges and societal issues, enrich people's lives, and contribute to a better world."

This brand transition is a testament to Epson's ongoing progress towards its Environmental Vision 2050. This vision sets a target for Epson to achieve carbon negativity and freedom from underground resources by 2050.

By the end of 2023, Epson Southeast Asia had successfully transitioned to 100% renewable energy at all major sites and factories worldwide, including the Batangas plant in the Philippines. In a specific effort for Southeast Asia, Epson phased out laser printers at the end of 2023, recognizing the limited sustainability benefits of laser technology compared to inkjet printers.