Timberland Company, an outdoor footwear and apparel company, announced new corporate social responsibility (CSR) goals and targets on August 1. In addition, Timberland announced the launch of its new CSR communications portal.
The new goals focus on three areas:
- climate: protect the outdoors
- product: innovate cradle-to-cradle
- service: engage communities
One of Timberland’s product goals is increasing the percentage of renewable, organic and/or recycled materials used in its products to over 50 percent by 2015.
Mark Newton, Vice President of CSR for Timberland, says that the company wants “to be proof positive in terms of the change we seek to influence through our business,” and the new goals “now reflect this approach — and engaging employees and communities in this work is a critical part of our objectives.”
Newton adds, “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 CSR Communications Platform
Timberland includes its 2009 to 2010 performance on its new CSR communications platform. The platform replaces the printed CSR communications, and will be updated quarterly. It is important because it increases the company’s transperancy.
Jeff Swartz, President and CEO of Timberland, says that the platform “offers us an opportunity to educate and inspire consumers to take part in our Earthkeepers philosophy, which encourages consumers to be good stewards of the earth and their communities.”
“We see this new initiative as a way to integrate our CSR goals with the overall brand and engage a broader group of stakeholders in our commerce and justice mission,” Swartz adds.
Timberland’s climate change strategy
By the end of last year, Timberland reduced its greenhouse gas (GHG) emissions by 38 percent for its facilities and employee air travel from a 2006 baseline, according to the 2011 update of its Timberland Climate Strategy report. The company reduced its GHG emissions through several ways, including designing new buildings with LEED certification in mind, and retrofitting older buildings. The design of the new stores uses 30 percent less energy than old stores on average.
Timberland became the first company to achieve LEED certification for its stores in 2008. Last year, it updated its global headquarters in Stratham, New Hampshire to reduce its carbon footprint. The retrofitted headquarters uses eight percent less energy.
Timberland retrofitted lighting in its distribution centers, headquarters and stores to reduce energy demand by at least 30 percent. In 2009, the company replaced all incandescent bulbs in its North American stores with LEDs, which use 80 percent less energy.
Photo credit: ivanwalsh