Our work with…

What if sustainability was more about business value than regulatory compliance?

Bridgestone (the tyre or tire company, depending on where you’re from) has a history of innovation, and so does its sustainability team. But, especially in Europe, the team’s focus had shifted over time toward managing regulatory compliance, requiring significant time and budget. When the company brought together its sustainability teams in the Americas and EMEA, Today Do This was asked to help build a culture which gave both sides of the pond a unified vision and a sense of pride in the value they deliver to the business.

We started by interviewing team members to understand their priorities, challenges and ways of working. This demonstrated the EMEA and Americas teams had plenty in common, providing a strong foundation for collaboration on value-creating projects. We then recommended that innovation be put at the heart of those projects, ensuring that everything from risk management to product development is able to deliver measurable returns, and positioning sustainability as worthy of investment.

The outcome

• Greater understanding between the sustainability teams in Europe and the Americas has laid the groundwork for a shared vision that leverages the strengths of each team and demonstrates the wider value sustainability can deliver

• Our insights, including research conducted with our global network of sustainability leaders, have provided an evidence base for Bridgestone’s sustainability teams to manage the shift from a compliance-led approach to a value-led one.

"The findings and recommendations were well received, and we were very pleased with the outcome."
— Sustainability Director