In an effort to address the rampant deforestation, carbon emissions and human rights abuses within the rubber industry, major tire companies are now collaborating with environmental advocacy organizations and other stakeholders to launch the Global Platform for Sustainable Natural Rubber (GPSNR). Mighty Earth, one of the founding members of the GPSNR, has documented the impact of the rubber industry on the natural environment and human rights in Southeast Asia, and called on tire companies including Bridgestone, Goodyear, Continental, Michelin and Pirelli to produce transformative rubber-buying policies that will stop deforestation and exploitation. While automakers and tire companies including Bridgestone are working to improve tire sustainability in various ways, the industry still faces issues, which the organizations behind GPSNR are counting on it to address. A similar platform in the Brazilian soy industry virtually eliminated deforestation for soy in the Brazilian Amazon within three years and has maintained it at near-zero levels for more than a decade. 

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