Sep 8, 2010

Walk the Talk?

Timberland’s Sustainability Officer Betsy Blaisdell will address our December 8th Sustainability Forum meeting. We look forward to learning from Betsy about this billion-dollar company’s inside perspectives on sustainability – not only as it relates to their consumers but to their operations as well. Meanwhile, here’s a report on the company’s new marketing efforts from MediaPost:
Timberland is launching what the company calls its "biggest and most environmentally focused marketing campaign yet."

The Stratham, N.H.-based retailer is launching the global campaign with the theme "Nature Needs Heroes," in conjunction with its new Earthkeepers collection. Made with materials like recycled rubber and recycled PET (one and a half plastic bottles are used in each pair of Earthkeepers boots), the Earthkeepers product is one of the company's leading and fastest-growing product collections.

In addition to promoting the line, the campaign -- which will run through the end of the year -- also seeks to inspire people to consider what actions they might take to be "heroes" for the outdoors themselves. The company is launching an online "Earthkeepers movement" in hopes of motivating consumers to make environmentally focused behavior changes.

Read more from Timberland’s news release.

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