Timberland: A Model Corporation

Too often corporations disappoint us with their lack of environmental concern or disingenuous green washing. In my recent research, however, I have found one global retailer standing tall above the corporate crowd. For the record, I'm not trying to sell you anything . . . simply, I like this company's look, discovered they are environmentally conscious, and think you should know about it.

Unlike most corporations trying--just now--to hitch a free ride on the "green bandwagon," The Timberland Company maintains a long history of environmental stewardship that began by partnering with the Coalition for Environmentally Responsible Economies (CERES) in 1993. Today, 240 of Timberland's global retail stores are completely carbon neutral; the company's Ontario, California distribution center receives approximately 60% of its energy from solar power, while employees receive $3,000 toward the purchase of a hybrid. The list goes on to include 170 earth-day service projects, 40 hours paid-employee community-service, and the company's, "Plant One On Us" promotion that plants a tree for every $150 in sales revenue.

Most notable of all is Timberland devotion to customer and industry education. Whether through public facility reports, labels outlining the impact of specific products, or national conferences held to educate the retail community, Timberland is committed to sharing their initiatives with consumers and competitors alike.

Case in point, Timberland produces a publicly available facility-level sustainability report that details baseline performance information in the areas of global human rights, environmental stewardship and community involvement. The report is available in English and Spanish on the company's website.

If looking up the data is too tedious, consumers can read information printed on the company's recycled-paper shoeboxes and soy-based hangtags. Shoeboxes sport a simple label (matching "Nutrition Facts" found on food packaging) that provides corporate-specific information such as the average number of kilowatt-hours and percentage of renewable energy used by Timberland.

Similarly, some Timberland outdoor performance products include a "Green Index" hangtag, which measures and reports on the product's environmental impact in three key areas:

o Climate impact: measures emissions produced from raw material extraction through manufacturing.
o Chemicals used: based on the presence of PVC and solvent adhesives.
o Materials used: measures the use of organic, recycled or renewable.

With the "Green Index," the lower the rating, the lower the environmental impact. Zero (0) indicates the smallest environmental footprint; while ten (10) means there's work to be done. The rating is partially determined by the GaBi software program's analysis of raw materials used and energy dispelled during production. The company plans to have a Green Index for every product across the brand by 2009/2010 and is currently working with other retail chains to create a universal measurement system.

This effort to share information with customers and competing retail conglomerates is what makes Timberland a true environmental leader and corporate exemplar. In 2007 Timberland won Backpacker Magazine's Editors' Choice Green Award. Upon receipt of the award, Timberland humbly responded, "our hope is that other like-minded companies will join us in developing an industry-wide index for comparing the environmental impacts of our design choices and we also hope to inspire consumers to ask questions, and make informed decisions about their purchases." With this goal in mind, Timberland is currently working with Levi's Strauss, to share information, conduct joint assessments and communicate remediation. According to Betsy Blaisdell, leader of Timerland's environmental stewardship program, "the goal behind all of this cross-brand effort is to spend less time policing and more time encouraging improved environmental performance and workplace conditions."

Going forward, Timberland has devised an ambitious plan to maintain their environmental leadership. Their goal: "all Timberland owned and operated facilities and employee travel is carbon neutral by 2010." Audacious and unrealistic? I don't think so! As seen from the examples above, they are well on their way.

Comments

[WorkingNHMomof3]

Here's a neat idea - a company using landfill gas to power their plant: http://wdef.com/video/landfill_methane_used_to_power_dow_plant/07/2008

[GretaR]

There is that pesky little point about ALL of their shoes being made of leather. Not a veg*n-friendly selection in the bunch (per my last inquiry).

[markie1111]

oh how nice. but alas, until such time as humans realizes that their population number on the big blue marble is the real threat, all other contemplation are moot.

[trinity]

No thanks, these guys were not always so stellar anyway (nothing like cheap Chinese labor):

http://www.chinalaborwatch.org/en/web/article.php?article_id=50238

Since the manufacturing reports are for company eyes only, who knows what is still going on over there.

http://www.coopamerica.org/programs/responsibleshopper/company.cfm?id=296

Guess when you have super cheap labor making overpriced boots, you can offer hybrid cars and other incentives to home office employees.

I'll stick with my American made Red Wings.

[enilorac]

uum and they do it without selling useless junk to kids with sexy ads showing hairless young men with their underpants showing and so on
ie ghastly Abercromie and Fitch, who you see, will come up soon with Green everthing to look cool, even tho' they will push push push for more useless stuft to get sold to sucker teens and their parents. the really Green thing is to live simply, keep the footprint soft and not to consume consume.

[Guitarsandmore]

I just love my Timberland boots and have been a big fan since the 1970s when I lived in Colorado and did nots of mountain hiking outside of Boulder.

The newer boots do say "made in China" but they feel great and I still love them.

I use my Timberland boots mostly as walking shoes now and prefer them over any tennis shoe.

You talk a lot about the company but don't say anything about the product. The product is very good!

[bosox1]

Timberland was once the largest employer in Freeport, Maine. All those jobs went to China. The former employees went to work fo Leon Leonwood Bean selling other stuff made in China.

[OliviaZ]

Hi Bosox1,

this is interesting, but I'd like to see the source where you got this information. Do you mind sharing?
Let me know so I can look into it.

Thanks,
Olivia Zaleski

[jbilgihan]

I have to agree about the leather - it is fantastic that they are doing what they can with their stores and warehouse but ignoring the amount of water/food/land used to raise cattle and the methane they produce is ignoring a rather large carbon footprint - more than they can hope to offset.

James

[DrFelch]

Nice. I was pretty unmoved by the styling of their products before, but maybe I will buy a pair now.

[GeorgiaOrwell]

Thank you, Olivia, for bringing this great company's environmental commitment to our attention. Now if Timberland would substitute non-leather products for their leather, I would be blown away. It's outstanding that they are working so hard to help create a better world.