CSR success – Timberland form global community service projects

Timberland's Green Rubber Soles

Continuing our look at the measures that large corporations take to drive forward their CSR (Corporate Social Responsibility) initiatives today we look at Timberland. The shoe and outdoor wear clothier has over 5,000 employees worldwide and annual revenues of some US $1.5 billion for the last year reported. A company that depends on appealing to ‘outdoors people’ is a perfect match for a vibrant CSR program and coinciding with their rapid growth in the last 25 years has been a move toward a well promoted earth-friendly based marketing approach.

Timberland run a very engaging ‘earthkeeper’ blog which rallies both employees and like-minded supporters in a volunteer army which was formed two years ago. The staff plus environmentally friendly fans shared their time in assisting over 140 community service projects in countries around the world. Beneficiaries received over 52,000 hours service as a result of these commitments. Projects ranged from small to giant in both North America and each continent on earth, tree planting was a major goal as more than 18,000 trees in two towns in the Dominican Republic plus 600 more planted in Beijing. In the US community projects often include sustainable landscaping, water reclamation and once again tree planting. CEO Jeffrey Swartz explains why:

“While we’re committed to protecting the planet and reducing our impact on the environment 365 days a year, Earth Day serves as a reminder of just how important that commitment is and how far we’ve come. Being a part of the global Earth Day movement reinforces our efforts to combat climate change in a passionate, purposeful, more dedicated way than ever before.”

Timberland are thrilled that their way of thinking has now become common practice, or certainly more common than in the years before. They value the balanced objectives of providing sound business acumen, corporate activism and a drive for social justice. As a manufacturer Social Justice is a viable concern and incorporated in their daily decisions, Timberland understand that resourcing of materials, safe labour practices and fair environmental practices each make a difference to the global community. Betsy Blaisdell, Timberland’s senior manager of environmental stewardship:

“Business success, for us, is defined not only by the return we earn for our shareholders but also by the positive impact we have on our communities and the environment. Bottom-line results are obviously critical — if we cease to be profitable, we cease to exist — but if we earn them at the expense of our values and commitment to be a responsible corporate citizen, we’ve failed.”

Timberland’s commitment to managing these projects in a hands-on fashion displays their understanding of making a difference. The wide array of programs and policies they manage are all hinged around the goal of reducing their carbon footprint and the target of becoming a carbon neutral corporation. Blaisdell has set the bar high, in the early years of her role setting targets that were considered too optimistic by some. Having achieved more than the doubters expected she maintains that Timberland seeks to always far exceed just reaching a level of compliance. In addition they’ve shown a commitment to awareness and transparency by publishing their sustainability report, I think this is one of the clearest signs that a company is proud of the commitment to CSR.

“We recognize we can’t do this alone,” Blaisdell said  “Any company can learn to encourage your employees to engage in green activity at home and finding little environmental values to bring to work. Success for us comes from a business model in which commerce and justice are inextricably linked. Where we can feel good knowing that we’re operating our business responsibly, both in a fiscal sense and a social sense — where we can feel good about the products we’re making and the ways in which we’re contributing to a healthier, stronger, more sustainable world.”

With that comment – she sums up CSR, linking social and fiscal concerns, they are interchangeable and viable as partners. I encourage you to visit their blog and try some of their ‘Green Rubber’ soles on their boots! (see image above)