GM’s current goal is to become 100% sustainable for its
rubber needs. In the name of this effort; GM has made a partnership with
Bridgestone, Continental, Goodyear, and Michelin in which they will collaborate
to switch to all natural tires, solely harvested through transparent and
traceable processes. General Motors buys approximately 49 million tires per
year, so an initiative driven by them will undoubtedly have an actual effect on
the situation.
GM has a lot of ground to cover, as their aim is to set the
standard for ethical and sustainable rubber in accordance with labor rights for
the rubber industry, wildlife conservation, and preserving the carbon stock- all
whilst producing quality substance, and without raising the cost for any
involved parties. This is quite a broad commitment. They intend to hold all
members of the initiative accountable for maintaining the new standards, and
hope to encourage other manufacturers to follow suit.
“Traceability and transparency are keys”, GM says, “to making
sure the rubber doesn't lead to deforestation, and that it contributes to the
economic and social development of the areas where it's harvested.”
