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Timberland

Timberland understands that effective communication of its core beliefs helps make better connections with its staff, stakeholders, and customers. Respect is at the heart of every engagement play. Providing detailed information helps create connections forged on respect.

NUTRITIONAL LABELING

In 2005, Timberland launched nutritional labels for shoes and boots, beginning with its Mion footwear range. The labels tell customers about the energy used to produce each pair, the percentage of renewable energy used in production, the factory location, and the factory code of conduct information, including labor practices. The labels also reinforce Timberland’s community service staff volunteer programs. The nutritional labels are part of a broader packaging initiative including recycled fibers, and soy-based printing inks.

“We think that open dialog leads to improvements, from products to processes to market share.”

JEFFERY SWARTZ

CEO

TIMBERLAND

Timberland’s open approach is based on demonstrating respect for its staff, stakeholders, and customers. Timberland says it has “nothing to hide”, and although they admit imperfect current practice they have published their roadmap to a more perfect future outlined in their corporate social responsibility document. Timberland’s actions demonstrate that its marketing slogan – Make it Better – is more than words.

Timberland’s information-based engagement demonstrates the role of effectively communicating what you do well, and understanding that today’s premium consumers want to know what they’re buying so they can make an informed choice. 

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