Being a communications geek, I can understand Newton’s excitement about this new portal. The ability to throw open your business practices and product lifecycle to your stakeholders takes gumption and a resolute belief in transparency.
With Timberland already aggressively visible and vocal in the consumer marketplace, why did Newton and team feel the need to launch a new CSR communications portal?
“We’re segmenting the conversations on our website around products and around topics so everyone has a better sense of clarity. Even though our authenticity ensures that sustainability conversations become natural in all parts of our business and you don’t have to go to the CSR portal to have a CSR conversation, we felt that different stakeholders have different perspectives. You can still go to the products portal and have the same conversation as you would on the CSR portal, because community issues and how we conduct business with suppliers are woven into the product and the product description.”
Why then is the new portal necessary if sustainability is so intricately embedded into the work culture at Timberland?
“We are having conversations with a very vast and diverse spectrum of people, from wholesalers and retailers to direct consumers. They all come with very different demands and perspectives, and we want to offer them the opportunity to engage in the language they understand best,” he said.
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