The fall of 2007 saw the launch of a new U.S. corporate campaign for Toyota called 'Why not?'. This idea speaks to the mindset of Toyota employees when they approach a new idea or a challenge. The 'Why Not?' platform is inspired by Toyota’s internal philosophy of Kaizen, which means 'continuous improvement' in Japanese. The first commercial in this campaign expresses Toyota’s environmental vision. Specifically, it aims to communicate the goal of making eco-friendly cars that are over 90% recyclable and emission-free.