Our Way to Serve

VISION

Understanding that Serving Society with Superior Quality is our heritage and our mission, and embracing our responsibility to future generations as a global leader in our industries, Bridgestone and its teammates around the world employ innovation and technology to improve the way people move, live, work and play.

PRIORITY AREAS

  • Mobility
  • People
  • Environment

Our Way to Serve Topic

#1 A few words from the ‘Our Way to Serve’ Task Force

Each and every employee is a key player in CSR
The Global CSR(corporate social responsibility) Task Force who successfully led the launch of our new CSR commitment ‘Our Way to Serve’ got together to share their thoughts.

01

‘The biggest challenge is how to develop a CSR-focused culture within the company’

Isabelle de Cambry
General Manager, CSR, Bridgestone EMEA
Bridgestone Europe NV/SA

I think the biggest challenge is how to develop a CSR-focused culture across a company as large as ours. When working in a global team, you can see that people’s interpretation of CSR can differ greatly depending on their region, workplace and position.
For example, some people would say ‘It’s all about compliance’ whereas others say ‘it’s about philanthropy’ or ‘planting trees’. It can be quite a challenge to involve all employees, make them feel they have a role to play and can contribute to helping us achieve our CSR objectives. A key success in this project is the cultural diversity of the team. Everyone’s opinion is always valued to ensure open discussion and communication no matter what.

02

‘Without cooperation there would be no success’

Kyoko Sasaki
Manager, Sustainability Communication Unit
Bridgestone Corporation

In working on the ‘Our Way to Serve’ launch project we all have two faces or roles. One is a global face; where we act as a representative for each region to discuss how to develop the global CSR communication strategy and tools in the most effective way. The other is a local face where we work on actually implementing the strategy in that country or region.
We’ve had a lot of discussion along the way on how best to roll out ‘Our Way to Serve’. Without cooperation success would not be possible in any global project, so I believe the results are a reflection of the close cooperation of our team. Now that we have liftoff, we will soon receive feedback from around the world. I want to keep driving our CSR efforts across the company.

03

‘CSR is about adding value to the company’

Ana Maria Arce
Communications and Sustainability Specialist
Bridgestone Americas, Inc.

We’ve had ongoing negotiations on how to align everything globally and in what order of priority. While at the same time we had to think about what fits best within each region. Although I have previous experience in CSR related promotion activities in my country Costa Rica, this was the first time I experienced the challenge of balancing “global” and “local” roles.
Most people would think that CSR is just a requirement, but actually it’s not. It is more about adding value to the company. Pursuing better CSR practices will have great impact on our reputation with our stakeholders and subsequently on our sales.

04

‘This is an important step in Bridgestone’s journey towards becoming a truly global company’

Jason Loo
Manager, Corporate Communication Department
Bridgestone Asia Pacific Pte. Ltd.

There is so much more to CSR than what most people realize and understand. Hence, in order for employees to see their business integrated with CSR, the key is to figure out how to change their mindsets and align the understanding of CSR at all levels of the organization from the top to the bottom.
This is a project that was originated by a global team, not from our Head Office in Japan like previous initiatives. It has given us a new focus on the whole company’s CSR and it’s an interesting way to bring all our visions together. I believe this is an important step in Bridgestone’s journey towards becoming a truly global company.

Mobility

To accelerate sustainable mobility innovations through advanced technologies and solutions.

CAIS

Smart mobility

Innovating for modern mobility challenges

In a more connected world, safe and secure transportation is at the core of how we live, work and play.

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Innovating for modern mobility challenges

For example, at night, when you have poor visibility, getting detailed information on road conditions would be helpful for your safe driving.
The Bridgestone Group's "CAIS™ (Contact Area Information Sensing *)" is a technology to classify road conditions in real time into seven different types, dry, semi-dry, wet, slush, fresh snow, compacted snow, and ice, by using sensors attached to tires.

* "CAIS" is a registered trademark of Bridgestone Corporation.

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Run-Flat Tire

Safe transportation

BRIDGESTONE TIRE CAN IMPROVE QUALITY OF LIFE

Bridgestone's run-flat technology uses the tires' reinforced sidewalls to support a vehicle's weight even after a puncture.

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BRIDGESTONE TIRE CAN IMPROVE QUALITY OF LIFE

The Bridgestone Group run-flat tires give drivers peace of mind. Unlike conventional tires which need to be changed or repaired immediately after a puncture, run-flat tires can safely drive on for up to 50 miles (80 kilometers) at 50 mph (80 km/h). *
*Drivable distance under conditions based on ISO technical standard or specific vehicle tests.

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People

Employ our strengths to support our communities and enhance the way people live, learn and work.

Brake and Tire Watch

Contributing to a safer society

Keeping Roads Safe in South Africa

Bridgestone South Africa is part of a project that aims to empower traffic officials to identify unroadworthy vehicles on our roads.

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Keeping Roads Safe in South Africa

In association with FleetWatch magazine and other industry partners, Bridgestone South Africa (Pty) Ltd. has participated in Brake and Tire Watch, a program aimed at empowering traffic officials to identify unroadworthy vehicles on the roads, as well as to increase transport operator awareness of efficient braking and tire checking. Traffic authorities are trained on the importance of safe tires, tire faults, functional brakes and other visual safety components.

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Free Vocational Education Support

Accessible and inclusive education

Expanding opportunities through education

To develop job skills and help expand opportunities, P.T. Bridgestone Tire Indonesia (BSIN) operates a free industrial training and education school.

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Expanding opportunities through education

P.T. Bridgestone Tire Indonesia (BSIN) provides free- industrial training and education to high school graduates of the Loka Latihan Kerja P.T. Bridgestone Tire Indonesia (LLK-BS) school. LLK-BS was established in 1982 for the purpose of producing a skillful and reliable workforce to support Indonesian industry.

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Environment

To help ensure a healthy environment for current
and future generations

Disease Diagnosis of “Rubber Tree”

In harmony with nature

Protecting biodiversity through early diagnosis

Latex extracted from the para rubber tree is a major source of natural rubber, which is the primary material in tires, but the damage caused by the white root rot disease is becoming severe.

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Protecting biodiversity through early diagnosis

By advancing the DNA-based pathogen detection technology, the Bridgestone Group developed a groundbreaking technique to detect white root rot disease easily, quickly and accurately. As this kit allows simple visual inspection of the presence/absence of the pathogen without special equipment, early detection and prevention of the spread of the disease is expected.

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ologic

Reduce CO2 emissions

Improving fuel efficiency with new tire technology

Regarding a tire's lifecycle, Bridgestone estimates that about 90% of CO2 emissions related to a tire are generated by its use on a vehicle. To help drivers reduce CO2 emissions, we enhance development of tires with improved rolling efficiency to reduce fuel use.

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Improving fuel efficiency with new tire technology

Rolling resistance of tires and aero-dynamic resistance work against a vehicle in motion. Reducing resistance will allow a vehicle to move with less energy, thus improving fuel efficiency.

"ologic" technology capitalises on the synergies of a large diameter coupled with a narrow tread design. The result is a tyre that delivers significant improvements in aerodynamics and rolling resistance, while still offering outstanding grip in wet weather conditions.

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MANAGEMENT FUNDAMENTALS

Committed to operating with integrity, transparency and ethics while delivering the highest quality products and services.

  • COMPLIANCE,
    FAIR COMPETITION

    We build trust with all stakeholders by ensuring that ethical decision-making guides responsible business practices across our operations.

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  • BUSINESS CONTINUITY (BCP),
    RISK MANAGEMENT

    We anticipate, prevent, and mitigate risks, but when crises arise, we protect our people, property, and profits.

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  • HUman rights,
    labor practices

    We will foster an inclusive culture in which all Bridgestone entities and locations adopt and apply ethical labor practices, build trust with our teammates, and model our respect for diversity and for fundamental human rights.

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  • SAFETY,
    INDUSTRIAL HYGIENE

    At Bridgestone, we make safety a business value.

    Creating a safe working place for all is everyone's responsibility.

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  • PROCUREMENT

    We are committed to creating value and continually working toward a sustainable society to realize long-term environmental, social, and economic benefits by incorporating the following into our entire supply chain: 1. Transparency 2. Compliance 3. QCD & Innovation 4. Sustainable Procurement Practices

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  • QUALITY AND
    CUSTOMER VALUE

    To create a global framework in collaboration with all related Bridgestone entities and stakeholders to proactively identify, prioritize and address customer quality issues in keeping with the intentions of our founder to: "Serve Society with Superior Quality".

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