Global Marketing

Sustainable Marketing


I recently purchased a pair of Timberland Pro work boots for one of our warehouse employees. As I grabbed the box, I noticed a sticker on the side that took me by surprise; it looked like a Nutrition Fact label. Upon further investigation, I realized that it was a carbon footprint! It listed the climate impact, chemicals used, and the resource consumption of the company. Along with this, the amount of trees planted (over one million since 2009). This is the way Timberland is marketing their sustainable methodology to their customers.

Sustainability continues to be a growing movement, and rightfully so. Sustainability is based on the principle that everything we need for our survival and well-being depends, either directly or indirectly, on our natural environment. It is important that companies take the responsibility of ensuring we have and will continue to have, the water, materials, and resources to protect human health and our environment now and for future generations. Companies need to rethink and re-brand themselves to be conscious of improving their manufacturing processes to be more efficient in this regard. I find it commendable that companies are taking the responsibility for the overall health of our planet.

The bottom of the box gave more information. CAN A SHOEBOX CHANGE THE WORLD? it asks. Maybe not the box itself, but they are hoping that the message it sends could make a difference.  Timberland wants to be purposeful and show their customer that they are working to use alternative energy sources, are consuming fewer resources, and are thinking about how their manufacturing process affects the air we breathe, the water we drink, and the communities we live in. It’s great to see how companies like Timberland are using something as simple as a shoe box as a marketing tool. They are counting on the consumer to feel good about their purchase and that they are doing the right thing by supporting Timberland.

Have you seen other companies promote their sustainability methods in a creative way?

I look forward to reading your comments below.

3 replies on “Sustainable Marketing”

Rosie – very interesting. I never really think of sustainability. Reading this will make me be more observant.

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