Tokyo — Bridgestone Corp. has issued a "call to action" inviting others working with the Japanese group to help it "implement sustainable solutions that have a positive impact for people and nature."
The new campaign, called "A Layered Journey," explains Bridgestone’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 labour 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."
The campaign offers a window into some of Bridgestone’s sustainable and responsible practices across its NR 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,” said Higgins.
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.
The initiative comes three months after Bridgestone published its 2019-20 Sustainability Report, which outlines its 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.