Disney no Dumbo when it comes to environment

Disney might have its head in the clouds when creating the latest fantasy animation, but the company wants to be seen as deadly serious when it comes to environmental credentials.

In a statement released this week, the Walt Disney Company announced a series of environmental goals and targets to reduce its emissions, waste, electricity and fuel use over the next three to five years.

"While Disney has always been a leader in environmental stewardship, we are taking ambitious steps to help preserve our planet for future generations," said Disney senior executive vice president and chief financial officer Thomas O Staggs.

The company claims it is building on 20 years of work by its environmental affairs department and the new goals and targets have been formulated over the past two years by an environmental council of senior executives from across the company.

As well as improving its own environmental credentials, the company is also committed to using its films and other media to "encourage positive action" on climate change.

But Disney's fluffy image has not enabled it to escape criticism from some environmental groups. In 2004, Greenpeace campaigners dressed as Minnie and Mickey Mouse scaled the company's UK headquarters to protest what they claimed were the use of toxic chemicals in some of its children's clothes.

In its annual corporate responsibility report, the company claims that it has a history of environmental stewardship dating back to the 1960s when it set aside nearly one third of The Walt Disney World Resort property in Florida as a wildlife conservation area. More recently, the company claims it has invested in energy-saving projects.

"More than 10 years ago, Walt Disney World was recognised as a US Environmental Protection Agency (EPA) Energy Star Partner for implementing significant energy savings throughout the property," the company stated. " Participating in the EPA's Green Lights programme saved enough energy to power Disney's Animal Kingdom in its first year of operation."

"We applaud Disney for its leadership in adopting these goals, especially at such a challenging time in the global economy," said Peter Seligmann, chairman and chief executive of Disney's environmental consultants Conservation International. "Disney's vision underscores the continued interest in the environment among people worldwide and the growing recognition that environmental leadership can help revitalise the economy."

The long-term environmental goals outlined in the report include commitments to achieve zero net direct greenhouse gas emissions from fuels and zero waste; reduce indirect greenhouse gas emissions from electricity consumption and minimise water use.