Press Release - Timberland (Old)

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At Timberland, we are working to integrate corporate social responsibility into everything we do. This means empowering employees to make informed business decisions, inspiring our employees and community members to invest sweat equity in their community, and communicating this message to our consumers in a way that is heroic, but also accessible. These lofty goals can not be achieved with the insight and collaboration of our stakeholder community - and we commit to honoring your engagement by incorporating your wisdom into the work we do everyday.

As our stakeholder community gets even more sophisticated in their understanding of corporate sustainability issues, they are demanding greater information about the claims we make publicly. This is where transparency, accountability and reporting must play an integral role in our CSR efforts.

By visiting this page, youre already engaging with Timberland. Our goals are to gain feedback about our initiatives and learn from your ideas, suggestions, and experiences. So talk with us on the Just Means Good Work feed conversations and well be sure to weigh in with our thoughts!

You can also learn more about Timberland by going to www.earthkeeper.com - our new stakeholder engagement portal where you can find our reporting, events, blog and more! Here, we aim to engage with you to:

Widen the diversity of stakeholders we interact with - we invite you to join the Earthkeeper network to learn about new Timberland initiatives. Scale conversations on key issues responsible businesses face- see www.earthkeeper.com/voicesofchallenge for discussions on climate change, product stewardship, global human rights and community engagement. Learn from your feedback to improve our approach - Leave us comments about our progress. Take steps in your own life to reduce your impacts. We look forward to hearing from you.

Timberland’s Trendsetting Use of Social Networking Advances Corporate Sustainability

Jul 14, 2008 10:28 AM CDT

(Justmeans.com / CSR News) - Earlier this summer, we at Timberland launched a new campaign linking our sustainability work with everyday people concerned about the environment through new media websites such as YouTube and Facebook. This “Earthkeepers” campaign inspires individuals to take actions –large and small – to shrink their individual environmental footprints.

The networking power of the web connects this community around the world, turning all these individuals’ actions into a global movement that can make a real difference in helping solve the climate crisis. Our goal: gather one million consumers who share Timberland’s passion for protecting our environment.

We’re offering a $5,000 prize to the Earthkeeper who makes a great video about lightening their environmental load, posting the video on the Earthkeeper page on YouTube, and promoting it on the Changents.com site, a social networking site linking change agents with backers.

The Earthkeepers campaign is helping to seed a growing trend using social networking sites to connect companies like Timberland with consumers around improving our sustainability as individuals and companies. The key question is, how do we make these connections effective? With the advent of Web 2.0, it is becoming much easier to communicate environmental, economic, and social issues to lots of different people. Other companies are pushing this trend too. Patagonia’s Footprint Chronicles website tells the whole story of their supply chain – good and bad – and invites consumer feedback and ideas on how to improve things. That’s just one example.

For years, Timberland has been passionate about the connection between commerce and social justice. But in the past, we were only able to share our sustainability initiatives with a narrow group of other companies and sustainability experts. But Web 2.0 makes it possible for Timberland to connect with consumers more directly. We go “where consumers are” – social networking sites like Facebook, video sharing sites like YouTube, blogs and more.

Timberland just launched a dedicated page on JustMeans, a social responsibility networking site. This web platform allows us to update the public on a regular basis on what we’re doing to improve our sustainability. We follow our quarterly updates with a conference call for the public to weigh in with their feedback. Giving diverse stakeholders the opportunity to engage with us directly is a novel move in corporate sustainability, and we’re exciting about its prospects.

We at Timberland are passionate about sustainability. It’s not optional for us; it’s encoded in our DNA. We look forward to working together with you and with other companies, using online social networking to the world a better place for all.

About Robin Giampa

Robin Giampa is the Director of Corporate Communications, responsible for the strategic development and management of Timberland’s communication strategy, particularly as it relates to the integration of commerce and justice.

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