Growing the Green By Being Green is the Brodie Way - Tire Review Magazine

Growing the Green By Being Green is the Brodie Way

It should be no surprise that consumers still say they will pay more for "environmentally-friendly" products. In fact, according to research by Mintel, P&G and Ipsos, 35% of buyers will pay more – despite the recession. And another 74% say they would switch to another brand if it helped them conserve resources without having to pay more.
Perceptions of environmental, ethical and social stewardship are the fastest-growing contributors to consumer brand value, according to Z+ Partners.Lex Brodie's is a member and contributor of, which aims to benefit the environment through a variety of key programs.

Honolulu-based Lex Brodie’s Tire Brake & Wheel Co.’s current green initiatives were set in motion as a result of the dealer supporting a local school’s recycling drive, as well as from the shop’s review of internal policies relating to the environment.

Staff at Lex Brodie’s, a 2008 Tire Review Top Shop Award finalist, soon discovered that they enjoyed and really valued the pursuit of environmental preservation activities and the pursuit of community support for such efforts. It’s not only good PR and a way to solve compliance concerns, but it also truly helps protect the environment and improve the community.

From their efforts was born and its four key programs: Car Pool Challenge, Tread for Bread, ReCycle Energy and the Eco Paper Route, as well as an earn-and-learn recycling program and the company’s Change Happens at Lex campaign, which encourages change for the better through improved vehicle maintenance, the use of earth-friendly products and improved driving habits.

The green initiatives also have lead to multiple service programs that Lex Brodie’s offers with the tagline “All vehicles are greener with proper maintenance.”

Lex Brodie’s Tire recognizes that through its example and efforts, the dealership can make a positive impact on the community and the environment, and hopefully encourage others to adopt responsible vehicle ownership.

“Our support for our community through our programs and initiatives has led to a flood of additional ideas and programs, which help us better serve our community,” said Scott Williams, president of Lex Brodie’s Tire. “In a business environment where you need to grow and improve each and every day to remain successful, our efforts to tie in a community support facet, when possible, have created a culture within our business that is centered around serving our customers and community.

“We have become a ‘service’ company in the sense that we strive to serve our customers and make their day better – the person is cared for, then we take care of his or her vehicle. The end result is that we have had the two busiest years in our 50-year history.”

Such efforts, if done with the right intentions and with a genuine desire to improve the world around you, are inevitably good for business.

Customers can tell when someone is genuine. And when they sense it, they are inclined to support companies that don’t just take, but give back with their resources. 

With its Change Happens at Lex campaign, Lex Brodie’s aims to consistently embrace change for the better and will constantly be looking for ways to help its customers and community to also change for the better.

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