September 25, 2006

Timberland: Shoes with a Nutrition Label

Here's something you don't see every day. The folks at Timberland are now including a "nutrition label" on every box of shoes they sell. The label highlights the shoes' environmental impact, including energy used to produce them and what percent of that energy was renewable; community impact ,which highlights the number of hours Timberland employees serve in their communities, the fact that all Timberland factories are assessed against a code of conduct that ensures workplace safety and fair labor practices, and notes that no child labor was used to produce your shoes; and where they were made, which lets you know, well, where your shoes were made.

Timberland has long been a leader on the corporate social responsibility front - measuring and reporting on the company's efforts to strenghten communities, protect the environment and improve global human rights. Sure, they recognize it as a way to sell more shoes - appealing to the outdoorsy, tree-hugging, hiker/environmentalist types the company has long embraced as one of its key constituents. But they also see it as a way to attract and retain talented employees, and distinguish themselves among their peers in the shoes and clothing manufacturing business.

"What kind of footprint will you leave?" asks the advertising copy for the new nutritional labeling. Kick up your heels for a company that's trying to come up with an answer.

Thanks, Russ, for sending this in.