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Timberland Announces Bolder CSR Goals That Underscore Its Brand Values


| 8/3/2011 8:24:38 AM



The Timberland Company (NYSE: TBL), a leading outdoor footwear and apparel company known for its best practices in transparency and accountability, today 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 GoalsTimberland'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.



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