Tree Planting Recap: The Importance of Strategy, Collaboration, Engagement

This morning Timberland CEO Jeff Swartz hosted one of our regular CSR Stakeholder Calls. Coming off our commitment made to plant 5 million trees in the next 5 years (announced last week at the Clinton Global Initiative), Jeff was joined by Trees for the Future Founder Dave Deppner to talk about The Real Impact of Tree Planting. Our logo’s a tree and we’re an outdoor brand, so tree planting might seem like a natural connection for Timberland. But we don’t just plant trees for the sake of doing so — we’re committed to ensuring our tree planting efforts create positive impacts for people and the environment. And what’s more, we know we can’t do this alone.

Our friends at the New York Restoration Project(NYRP) eloquently stated the case on today’s call: having an effective strategy is necessary to be successful. In the case of NYRP, they’re deciding where to plant 1 million trees based (in part) on data that connects adolescent high asthma rates with a lack of clean air in local neighborhoods. This is not simply environmental restoration (a worthy cause unto itself) – it’s the creation of health, social and economic benefits.

This is the same model that Timberland uses. We truly believe that tree planting can be a viable way to create sustainable agriculture, environmental restoration and socio-economic development, whether we’re planting trees in the Horqin Desert in China, the Marston Vale forest just north of London, or in rural communities. The areas of need are too many to name. On this morning’s call, we took a virtual trip around the world – discussing tree planting projects that Timberland is involved in, as well as the work of many others. We started off with the reforestation work underway in Haiti, and stakeholder participants shared information about their own projects – such as the World Wildlife Fund’s project to restore tiger habitat in Nepal or The Nature Conservancy’s tree planting efforts in Brazil.

So here we’ve gone from Haiti to China to Nepal to Brazil – “all without getting on a plane,” as Jeff Swartz candidly pointed out (how’s that for having your CEO understand the connection to carbon footprint!). The point I’m making here is that Timberland can’t do this alone. We rely on partnerships with groups that have the know-how, technical expertise and commitment to empowering local communities to be active participants in our environmental stewardship efforts. And while our NGO partners are critical to implementing these projects, we also know that Timberland is but just one company what if we convened a group of brands and NGOs to come together to restore physical environments and create sustainable livelihoods for local people?

Now that’s a conversation I’m dying to have. Go to http://www.earthkeeper.com/Voices/Service to share information about your projects, aspirations, or ambitions. We’d love to hear your thoughts and engage with you further!

Beth Holzman
CSR Strategy & Reporting Manager, Timberland

blog comments powered by Disqus