Timberland at the ‘We Love Green’ Festival
At Timberland, we’re committed to engaging all of our stakeholders—employees, partners and consumers—in leveraging social justice around the world. But not only to help make the world a better place¬—we’re also convinced that it’s good business. The success of our Earthkeepers® product —a line of waterproof, hard-wearing boots with plenty of eco-conscious performance features— is one example of how putting our values into action can persuade consumers to choose Timberland over our competition.
As Corporate Social Responsibility (CSR) ambassadors around the world, our Global Stewards are the key to communicating our values to stakeholders in their communities and bringing our commitment to commerce and justice to life.
In September 2011, our Global Steward in France, marketing manager Thibault (Tibo) Durand, hit upon a creative way to integrate our social and environmental values into a powerful message to consumers. He learned that the We Love Green music festival was to be held in Paris’s Bagatelle Park on September 10 and 11. Headlined by Pete Doherty, Metronomy, Selah Sue, Kruder & Dorfmeister, and DJ Kroze, the event was designed from the outset with an “ecological theme.” It was powered entirely with solar energy, and all of its installations were recyclable. Bicycles were encouraged, not only as transportation to the event, but even to charge mobile phones at the concert. Even the toilets were eco-friendly.
Tibo knew that the environmental focus of the festival made it a perfect fit for Timberland. “I wanted to bring our whole strategy to life,” he says. “I felt it was important to be the first brand to sponsor it. And I wanted to be part of an event that shows that amusement and ecology can mix!”
To convey Timberland’s CSR message and explain our strategy, Tibo had a tepee pitched next to the festival entrance. Comfortable chairs invited attendees to come inside to learn more about commerce and justice at Timberland. Reinforcing Timberland’s position was an enormous, four-sided kiosk, with each wall telling the story of one of Timberland’s Four CSR Pillars: Climate, Product, Factories and Service.
In addition, the Timberland team used the tepee to distribute and gather contact information from approximately 16,000 consumers and journalists who attended the event, adding a significant number of names, addresses and email addresses to the company’s marketing database.
“It’s all about commerce and justice going in the same direction,” says Anabel Drese, Timberland’s CSR manager in Europe. “CSR should be an integrated part of the business, not seen as something separate. This way we ensure that the CSR projects are sustained over time and ensure their continuity.”
This concept is so important that Anabel encourages Global Stewards to build CSR into their regular business plans. “The Global Stewards are a part of their business unit, no matter where it is based,” she says. “In Europe, they work on a yearly plan where goals for both CSR and the business are met.”
Following the success of the We Love Green festival, Durand plans to continue to seek out other opportunities that attract “green-minded” consumers and that can be used as a platform to share Timberland’s values with these consumers in a fun way. As We Love Green event showed, eco-minded consumers are eager to learn more information about eco-conscious brands.