Timberland has just launched a global campaign to get citizens mobilized. The slogan is "Don’t tell us it can’t be done!" The aim is to impact the 192 governments attending the UN Climate Change Conference taking place in Copenhagen.
Timberland’s proposal is aimed at having the greatest number of governments sign an agreement outlining the norms for greenhouse gas emissions. The initiative also encourages citizens to become involved in this public debate via a Global Action Center and have an active presence in social networking sites such as Facebook, Twitter, YouTube and print media as well as in all its outlets throughout the world.
Each person can sign the Manifesto on-line supporting fair and binding legislation which clearly defines limits for greenhouse gas emissions. It also aims to pressurize companies to manufacture respecting the environment.
Timberland itself has been improving its internal manufacturing processes since 2006 by using, for example, renewable energy sources and energy saving equipment. It has also adapted its stores to new specifications of sustainability.
The results of these measures have been extremely positive for the company by reducing its carbon footprint by 27% in the last three years and as a result it has also lowered its internal costs. Timberland’s defense of the Manifesto is posing the question to see if it is possible to reconcile company profitability with new forms of sustainable industrial management.
"It is time for companies to measure the impact their activities have on the environment and do something about it, " said Jeffrey Swartz, Timberland’s president. "If world leaders can reach a consensus on norms, companies will find ways to innovate and manufacture their products in a sustainable way without prejudicing their economic balance".
As well as signing the Manifesto anyone can learn more about all aspects of climate change on this independent web site. A correspondent at the UN Climate Change Conference will provide daily updates and interviews on the site which is named "Timberland Earth Keepers".
The Timberland Company has promised to follow up its action and pursue making citizens more aware about how the public and business debate on climate change is progressing.
