Timberland: Bolder CSR goals with four pillars
The Timberland Company, a leading outdoor footwear and apparel company known for its best practices in transparency and accountability, announced the company's CSR goals and forward-looking targets, which are positioned to align more strategically with its overall brand values. The updated goals and targets have been published on Timberland's newly-launched CSR communications portal, which provides a dynamic, integrated experience that informs, inspires and engages consumers around the brand's CSR efforts.
Timberland's Bold CSR Goals
Timberland's refined CSR goals focus on larger issues associated with each pillar -- Climate, Product, Factories and Service. For example, the company's aspiration around its products has evolved from designing recyclable product (one area of the product lifecycle) to creating a strategy to ultimately target the entire life cycle through cradle-to-cradle innovations.
Similarly, the company's approach for compliance with its Code of Conduct has evolved from a check-list approach in factories to putting workers at the heart of the assessment process and driving changes that ensure human rights and improve lives.
"We want to be proof positive in terms of the change we seek to influence through our business. Our updated goals now reflect this approach -- and engaging employees and communities in this work is a critical part of our objectives," said Mark Newton, Vice President of CSR for Timberland. "Our climate goal, in particular, is framed in a way that is ambitious, meaningful to consumers, and closely linked to our goal of becoming the number one outdoor brand."
Timberland's new bold goal for each of its four CSR pillars are as follows:
• CLIMATE: Protect the Outdoors
• PRODUCT: Innovate Cradle-to-Cradle
• FACTORIES: Improve Workers' Lives
• SERVICE: Engage Communities
The new goals are not just aspirational -- quantifiable performance metrics have been established for each pillar. For instance, to support Timberland's bold product goal, the brand will work to increase the percentage of renewable, organic and/or recycled materials used in its products to more than 50 percent by 2015.
"I loved drilling down into the data in the website," said Dara O'Rourke Co-Founder of GoodGuide, whose mission is to help consumers make purchasing decisions that reflect their preferences and values. "As a researcher, and a consumer, Timberland's site let me understand much better the company's actual environmental and social footprint, see what they are doing specifically to improve their performance (and where I think their actions may not meet the challenge), and then track them over time. I look forward to the company publishing product-level environmental scores in the near future. I think this kind of product-level transparency could be a real game-changer in the apparel and footwear industry."
New CSR Communications Platform
In addition to its new CSR goals and performance targets, Timberland has released its annual 2009-2010 performance data on the portal. The portal replaces printed CSR-related communications and will be updated quarterly, allowing visitors to view data against the company's quantifiable CSR targets associated with each pillar.