Nokian Tyres is well advanced in these matters, and the environmental impact of tires and their performance are continuously being improved and researched:
“We will increase the share of either recycled or renewable raw materials in tires to 50 percent by 2030, so we are actively searching for and testing renewable raw materials.”
https://yritys.nokianrenkaat.fi/vastuullisuus/ilmasto-ja-ymparisto/renkaiden-ja-jatteen-kierratys/
Well, now that environmentally friendly tires are being made, we’ll probably be able to sell them to affluent, environmentally conscious consumers at a good premium 
?
It seems the situation is that environmental awareness is a global trend, and all entities operating in democracies are already investing in this. Whether the demands for environmental friendliness come from authorities or customers, this is not a competitive advantage, but an inevitable investment to stay in the competition.
Pirelli:
" Pirelli’s initial objective, originally set for 2025, has already been achieved two years early thanks to P Zero E. The next step, set for selected product lines by 2030 , envisages the use of at least 60% of materials of bio-based origin and 12% recycled, with less than 30% of fossil-derived ingredients"
https://www.pirelli.com/tyres/en-ww/car/sustainability-tyres
Continental:
https://www.continental-tires.com/stories/on-the-way-to-more-sustainable-products/
Michelin:
" Michelin car tire containing 45% sustainable materials wins the AutomotiveINNOVATIONS Award 2023 in Frankfurt"
https://www.michelin.com/en/group/activities/tires
" Convinced that technological progress is one of the answers to environmental challenges, the Group has set the ambitious goal of integrating 100% renewable and recycled materials in its tires by 2050, and 40% as of 2030.
To Michelin, a tire presented as being “sustainable” can only really be so by considering all its environmental impacts. This means acting at every stage of its life cycle, from the supply of raw materials, through design, production, transport, and usage, right up to the recycling phase."