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Good morning Mr. Malcolm Scovell, CEO of Michelin Nordic AB. You just ran out of places to hide.

We have seen your Michelin-man fighting the evil gas pump on television, and we’re curious. Is this your idea of being sustainable? To attack gas-companies? What about your own backyard? Where is the sustainable production chain? Where are the climate-neutral transports? Where is your real, hands-on commitment?

We took the liberty of snatching this from your website: ”Michelin assumes that all collaborating partners i.e. shareholders, employees, customers, suppliers, authorities and all organizations in contact with the company have expectations when it comes to social, environmental and economical issues. These expectations are justifiable and Michelin will when possible do everything to fulfill them.”

Do you even know what that means? We sure don’t, but we do know this: The way you act is the way you communicate. And if you claim you’re sustainable, you better deliver on that claim.

At Berghs School of Communication we have realized that our future depends on honesty. And we’re tired of being asked to lie. Tired of putting politically correct glitter on politically incorrect shit.

So we have an idea. Why don’t you come to our school and see for yourself how communication can make a difference when you have something real to say. Come and see how having a sustainable plan means having a sustainable way of making money. Come here and leave with a new inspiring perspective.

We will wait for your response, so please send it to respond@studentbyran.se.

This is only the beginning. Are you in or out?

Best regards


Link to Michelin’s commercial

To aid us when we question companies and organizations that might not live up to their sustainable promise, we have a group of consultants with extensive experience in CSR.

Your Answer


Dear Studentbyrån!

First of all: we encourage your initiative – the question of sustainability is no doubt one of the main issues of our times and in fact something that has been within the Michelin spirit for a long time. We need to increase our efforts in communicating around what we do on the topic of sustainability and this is one step forward.

Regarding our advertising campaign with the “evil gas pump”: the objective with the campaign has never been to attack gas companies – its objective is to inform the consumers of the importance of choosing the right tire. There are tires that roll with less internal resistance and the consumers can benefit from lower fuel consumption and less Co2-emission by making an active choice. We think this is a good way of promoting sustainability. The gas pump is a metaphor/symbol for fuel consumption which we hope is understood among the general public.

Michelins effort on the theme of sustainability is generally described in the Michelin Performance and responsibility report which can be found on our website: http://www.michelin.com/corporate/front/templates/affich.jsp?codeRubrique=74&lang=EN

80-90% of the environmental impact of the tyre comes from when it is used on the vehicles. For that reason, Michelin is the industry benchmark when it comes to producing tyres with low rolling resistance which means lower fuel consumption and, as a positive consequence for the environment, less emissions. So, coming back to our campaign – we actively promote these tyres.

Michelin has several hands-on activities on the field of sustainability, such as a reforestation project in the rain forest in Brazil, factories powered by Michelins own wind power mills and solar plants etc, and we constantly seek new ways of doing our business in a more sustainable way.

Finally, I would like to mention Michelin Challenge Bibendum: a global event, initiated in 1998, where Michelin gathers different industry stake holders – car manufacturers, energy producers, researchers, NGO’s, politicians and the press to discuss the topic of sustainability within the transport sector. The next forum will attract over 3000 participants on May 31-June 2 2010. Please visit: www.challengebibendum.com to learn more of this event.

We look forward to receiving an invitation to your final exhibition and discuss more on the topic of sustainability.

All the best

Carl Stenson

Communications Director, Michelin in the Nordic countries