Timberland’s Earthkeepers initiative is one of our favorite examples of corporate social responsibility. The NH-based boot maker begins with a simple premise; they love the outdoors, but they also make their living catering to those who share that active lifestyle. As the environment is threatened- by climate change, pollution, waste…- their way of life as well as their business model is threatened. As their site explains, “we realize that by making our products we’re part of the problem. We believe it’s time for companies like ours to take a look at how the way they do business affects the environment and do something about it. Earthkeepers is one way we’re trying to do exactly that – with the mission to inform, inspire and engage one million Earthkeepers.”
As part of the Earthkeepers mission, Timberland has launched Voices of Challenge, which puts thought leaders, issue experts, practitioners and everyday consumers at the heart of an online dialogue designed to present ideas for future innovation. In seeking to provoke (and moderate) an open conversation, the company has begun by asking a question that corresponds with one of its four CSR pillars: energy, product, workplace, and service. Below are some examples, along with links to join the conversation.
Energy
Question: What type of collaboration would best reduce our collective contribution to global warming?
Bill McKibben
Founder, www.350.org
“We’re not going to solve this one factory, one product, one lightbulb at a time. Only largescale political action will do the trick, forcing our leaders into the kind of treaties that will reset the price of carbon and really drive change.”
Product
Question: What information is most relevant for companies to provide to consumers so they consider the environment in purchasing decisions?
Joel Makower
GreenBiz.com
“There’s a temptation to suggest consumers want full disclosure of environmental impacts. Few are capable of making sense of that data. A company that can demonstrate it fully understands negative impacts, has a plan to reduce those impacts, and is disclosing information authentically should be taken seriously.”
Workplace
Question: Is focusing on improving available services for factory workers the best way to improve their quality of life and opportunities for betterment?
Li Qiang
China Labor Watch
“A socially responsible corporation provides many services: creating job opportunities, providing good benefits and training opportunities for employees, producing safe products and protecting the environment. Corporations must navigate corrupt auditors and auditors who lack technical skills, as it is not uncommon for falsified information to obstruct proper implementation of social responsibility standards.”
Service
Question: In these challenging economic times, how can companies and non-profits best leverage their restricted resources to support and empower local communities?
Michael R. Bloomberg
Mayor of New York
“In New York City we introduced NYC Service to make our city the easiest place to volunteer and direct efforts to areas where volunteers can make the greatest impact. Companies can make a difference too. Start by asking: What are the most pressing needs in our community?”
