We at the Bridgestone Group conduct our daily business activities in a way that increases the overall level of our CSR activities based on our belief CSR is at the heart of management itself. These CSR initiatives help the Bridgestone Group achieve its ideal state.
We pursue these 22 Focus Points by means of Group-wide "instructions" that embody specific objectives, policy directions and approaches. These instructions are reviewed and revised on a regular basis to ensure that we take into account changes in societal requirements.
In 2011, the entire Bridgestone Group conducted a self-assessment to ascertain whether the instructions based on the 22 CSR Focus Points were being implemented. Since the self-assessment helped us better visualize these activities, we are now pursuing improvement initiatives based on its findings.
We also reviewed the level of Bridgestone's activities based on ISO 26000, which was issued in November 2010. We have developed an action plan prioritizing those items that the results of this review indicate we need to address through further initiatives.
We believe that the awareness and the way individual employees pursue their daily responsibilities are critical in the Group's business activities and approach to CSR. Each employee must apply CSR to his or her own work and take positive action to achieve the Group's vision.
Bridgestone employees deepen their understanding of the Group's CSR activities by attending CSR Report Reading Workshops and Bridgestone Essence Workshops. Individual employees also make a personal commitment that lays out what they believe to be important in their jobs and how they intend to conduct themselves so that they are better able to behave in a manner that earns the trust of stakeholders.
The Bridgestone Group strives to strengthen its CSR activities by communicating with local communities, customers, shareholders, business partners and employees. Additionally, we work to increase the transparency of our activities by publicizing our progress toward achieving CSR goals in annual CSR reports.
Independent evaluation of CSR activities
Based on its CSR initiatives in areas such as the environment, human rights, and labor, Bridgestone has been selected for inclusion in the Dow Jones Sustainability Indexes (DJSI) Asia Pacific, an international socially responsible investment (SRI) index. The company also continues to be included in the Morningstar Socially Responsible Investment Index (MS-SRI), a leading Japanese SRI index. (This information is current as of April 1, 2012.)
Initiatives addressing global issues that affect the entire tire industry
Together with other leading tire manufacturers, Bridgestone is examining potential environmental impacts of tires through the Tire Industry Project, which was formed under the Geneva, Switzerland-based World Business Council for Sustainable Development (WBCSD).
Examining the environmental and ecological impacts of Tire and Road Wear Particles (TRWP)
Tire and Road Wear Particles (TRWP) are generated as tires wear down during use. Having identified methods for collecting and quantifying TRWP, project members are now examining the impact of TRWP on the environment and its ecosystems.
Examining effective end-of-life tire (ELT) management systems and publishing ELT management manual
There is variation in ELT management systems among different countries and regions, both in the methods and in the level at which they are implemented. Following a review of how ELTs were being managed, The Tire Industry Project published a manual, End-of-Life Tires: A Framework for Effective ELT Management Systems in an effort to propose an effective system for managing ELTs worldwide.
Compiling guidelines on the use of nano-materials
Bridgestone is involved in a project dedicated to compiling guidelines on the research, development and industrialization of nano-materials, particularly in tire development and manufacturing, in partnership with the Organization for Economic Co-operation and Development (OECD).