In the last week, we have learned of another car manufacturer making use of running to greenwash their high-carbon business. Ford has been accepted as a partner of this year’s TORX events, which includes the infamous Tor des Geants (TOR330).
As big fans of the TORX series, we were disappointed in this new partnership, the latest in a long line of races being gobbled up by high-carbon companies using running to improve their profile.
We contacted TORX seeking a response to our concerns. In the last few days, we received a response, and were disappointed to learn Ford is confirmed as a partner for the series. TORX declined to comment further on the nature of the relationship.
At The Green Runners, we understand large events require vehicles to get around, but problems arise when a high-carbon brand is promoted to runners throughout the race.
TORX responded courteously to our enquiries and outlined their sustainable practices thus far:
- Signatories of the International Charter of Eco-Sustainable Events (Carta di Courmayeur)
- Compostable materials at aid stations and waste management
- Portable power stations for radios, phones and lighting powered by hydroelectricity
- Supporting reforestation in Peru
In addition, the event’s ‘Ethics’ page dedicates a couple of lines to nature: “Respect plants and wildlife: don’t leave rubbish behind. Stick to the paths marked, without taking shortcuts, in order to prevent soil erosion.”
Ford, too, has made positive noises in the sustainability area, with plans on EV manufacturing, waste reduction and net-zero emissions strategy. Ford’s EV sales have grown substantially over the last few years, but remain in single digits as a proportion of their overall sales.
Despite that, it won’t be Ford’s EVs promoted at the event but Ford generally. When almost 90% of sales remain petrol and diesel vehicles, it is hard to see this as anything but sportswashing.
Whilst progress is clear, we want to see a far greater commitment to sustainable practices from both parties at this event.
If TORX is determined to continue the relationship with Ford, then advertising should be focused on their EVs to encourage people to move away from traditional vehicles.
If TORX wants to get serious about sustainability, there needs to be a refocus on partnerships which better reflect the values of our community and the incredible places we love to explore.
High-carbon companies are damaging our ecosystems and climate at a rapid rate and we need urgent action. We stand behind the Badvertising Game Changer Pledge, as well as PTRA’s Environmental Boundaries statement.
We have responded to TORX with our concerns and we hope we can continue to have a dialogue with them. We want to ensure the race continues to be part of our community in a way that is sustainable for our planet’s future.
