A Layered Journey – Bridgestone’s new rubber sustainability campaign

Bridgestone has announced a new campaign that invites its partners to participate in building a stronger society. Called ‘A Layered Journey’, the campaign highlights the ways Bridgestone is incorporating sustainability in its value chain with a focus upon its commitment to sustainable procurement of natural rubber.

The campaign travels from forest regions where rubber trees are tapped for latex then continues through production where recycled materials are incorporated into new tyres, before heading toward innovation that can extend product lifecycles and uncover circular uses for materials.

“At Bridgestone, we believe that sustainability is a journey and we are continually striving to improve year by year and layer by layer as we advance toward our goal of 100 per cent sustainable materials by 2050 and beyond. This journey is one we share with our stakeholders, including employees, suppliers, customers, partners and the communities we serve,” said TJ Higgins, Bridgestone Corporation’s global chief business strategic officer.

“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. We are working to implement similar initiatives across our entire global supply chain,” Higgins added.

Natural rubber is a renewable resource that provides livelihood opportunities for millions of people around the world. Bridgestone says it is “proud to support these farmers and communities,” and the company is “firmly committed to protecting both people and the environment in areas where the company conducts procurement of natural rubber.”

A Layered Journey offers a window into some of the ways in which Bridgestone is implementing sustainable and responsible practices across the company’s natural rubber value chain spanning procurement, product development, manufacturing and delivery. It is also a call to action for partners to work together with Bridgestone to implement sustainable solutions that have a positive impact for people and nature.

“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,” Higgins said.