TOKYO — Bridgestone Corp. has isssued a "call to action" inviting others working with the company to help it "implement sustainable solutions that have a positive impact for people and nature."
The company's new campaign, called "A Layered Journey," explains the company's natural rubber value chain starting from rubber trees and stresses its commitment to achieve 100% sustainable materials by 2050.
"This new campaign highlights our approach to sustainable procurement of natural rubber, which includes environmental stewardship practices, respect for human rights, support of fair labor practices, and increased transparency," TJ Higgins, global chief business strategic officer, said.
"We are working to implement similar initiatives across our entire global supply chain."
A Layered Journey offers a window into some of the many ways Bridgestone is implementing sustainable and responsible practices across the company's natural rubber value chain spanning procurement, product development, manufacturing and delivery.
"From providing rubber trees to innovating circular economy solutions, Bridgestone serves society with superior quality each step of the way. We are engaging our partners to join us on the journey toward a sustainable future that delivers long-term environmental, social and economic value for stakeholders," Mr. Higgins said.
The campaign travels from the forest where rubber trees are tapped for latex, continuing through production where recycled materials are incorporated into new tires, toward innovation that can extend product lifecycles and uncover circular uses for materials.
Disclosing the Layered Journey campaign comes three months after Bridgestone published its 2019-20 Sustainability Report, which outlines the company's goals toward integrating sustainability into its business model.
In that report, Bridgestone said it seeks to accelerate a circular economy in its business, a policy that includes increasing the use of recyclable and renewable materials to 40% by 2030.
