Posts Tagged ‘World Wildlife Fund’
Categories: Boots With Roots: Tree Planting, Making Our Difference: TBL CSR
Since last Tuesday, September 28, I’ve been coming to work excited. I’m talking two-stairs-at-a-time excited. Excited about planting trees and excited to think about how to get other people excited about planting trees.
It was last Tuesday that I monitored Timberland’s quarterly stakeholder conference call about “The Real Impact of Tree Planting.” (You can listen to the podcast here.) Our CEO, Jeff Swartz, hosts these calls to discuss with stakeholders (who range from other CEOs to non-profit leaders to influential environmental stewards to Timberland consumers), topics that directly impact Timberland’s CSR agenda. The goal of the call is to share with the participants ideas we consider, challenges we face and best practices we develop as we go about our business of making boots and being an environmentally and socially responsible company. Jeff and invited partners get the dialogue started and then the stakeholders share their thoughts, ideas and challenges.
The quarterly calls are stakeholder engagement at its finest. It’s a cool concept – stakeholder engagement. And guess what, it really works! I know because I witnessed it last Tuesday.
After Jeff and Dave Deppner from Trees for the Future, our partner in the Yele Vert tree nursery project in Haiti, set up the call with some really meaningful comments, the callers started asking great questions and sharing some valuable insight. These were extremely smart, engaged people from organizations like Alcoa, the World Wildlife Fund and the New York Restoration Project – people who really care about trees and are managing these truly impactful projects, just like the ones Timberland is supporting in Haiti and China.
The questions and the ensuing dialogue got me thinking about the commitment to plant five million trees in five years in Haiti and China that Timberland made at the 2010 Clinton Global Initiative (CGI) the previous week. I wondered; how can we a) get people to understand why we plant trees and why it matters; and b) get other companies to join us to exponentially increase the impact.
Yeah, increase exponentially. If Timberland and its partners, Trees for the Future and Yele Haiti, can build six tree nurseries in Gonaives, Haiti in less than six months by engaging and training the local farmers, who will eventually take ownership of the nurseries, imagine what can five companies like Timberland could do with the help of five partners like Trees for the Future.
If our six nurseries will produce more than 1 million trees per year at full capacity, imagine what 30 nurseries will produce in a year – 5 million! And if those 5 million trees we’re planting annually provide the local citizens with sustainable resources for food, fuel, shelter and watershed management – not to mention jobs – well, imagine how many houses we can build, homes we can heat, stoves we can fuel and mouths we can feed.
And imagine – this is what gets really exciting – if the local farming population, which is now trained and engaged at every level of forestry and agriculture, arrives at the juncture where their crop productivity has increased to the point where they can not only feed their families but have enough corn and rice and other corps left over to sell – for a profit – to the very companies that initially helped the farmer set up their tree nurseries!
And then imagine if each of those companies implemented creative ways, like social networks, to tell the story of the farmer and his tree nurseries to their consumers. The stories would excite the consumers and inspire them to tell their friends and those friends told their friends and so on and so on – to the point where the company gained more consumers, sold more products and were able to invest more dollars into building more tree nurseries.
Imagine. Isn’t it exciting to imagine?
So what’s next? I’m going to start reaching out to leaders at other companies and see if I can’t get them excited and interested in planting trees with us. And you? For starters, you can check out our new Facebook application where you can cause real trees to be planted in Haiti by creating a virtual forest. The more virtual trees and virtual forests, the more trees we’ll plant in Haiti – in addition to the ones we’re already planting there. And while you’re surfing around the app, check out the videos that chronicle our projects in Haiti and share them with your friends. Then, share your ideas on how to get people more excited about planting trees on the application’s Wall, or join the conversation on our Earthkeeper Forum. If you’ve read this far, you’re now officially a Timberland stakeholder and as such, we welcome your engagement at any and all levels.
Imagine a company that wants to engage with its stakeholders about the simple act of planting a tree. Isn’t that exciting?
Senior Manager of Values Marketing, Timberland
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!
CSR Strategy & Reporting Manager, Timberland
This Saturday, March 28th at 8:30 pm you are invited to participate in Earth Hour – a global event in which tens of millions of people will turn out their lights to make a statement of concern about our planet and climate change, and demonstrate their commitment to finding solutions.
Sponsored by the World Wildlife Fund, Earth Hour started just two years ago and is now the largest event of its kind in the world. Last year, more than 50 million participated and the lights went out in such notable locations as the Empire State Building, the Golden Gate Bridge, the Sydney Opera House and the Coliseum in Rome.
This year, Earth Hour will be even bigger-already 250 cities in 74 countries have agreed to take part including Atlanta, Chicago, Las Vegas, Los Angeles, Miami and Nashville; around the world cities like Moscow, Hong Kong, Mumbai, Shanghai and Mexico City will turn out their lights.
Register now to be counted among the millions of Earthkeepers going dark on the 28th. And then tell us – how you plan to spend your Earth Hour? (G-rated responses only, please – this is a family show.)