“The sustainability message has always been at the root of the brand. When we talk about sustainability we’re not just talking about this project. There are other commitments from the brand,” he explains.

“Commitment number one is to have better products, and commitment number two is to have a stronger community. Since the beginning we have tried to find sustainable materials and sustainable ways of making the products.”

Tree planting remains one of the effective strategies for climate change mitigation, with research from Swiss University ETH Zürich suggesting a worldwide planting programme could remove two-thirds of all the emissions that have been pumped into the atmosphere by human activities.

As part of the project Timberland will focus on a few key areas around the world. This includes the Great Green Wall, an African-led movement aiming to grow an 8,000km line of trees across the entire width of the continent in an attempt to fight climate change, drought, famine, conflict, and migration.

Timberland’s commitment to sustainability goes beyond planting trees, with initiatives also filtering into product innovation. D’Aprile says the brand aims to use 100% sustainable organic cotton within the next few years. It also offers staff 40 hours each per year to contribute to green activities.

In order to communicate its commitment Timberland has launched ‘Nature Needs Heroes’, a global campaign which features 12 sustainability ambassadors who are encouraging consumers to help make a difference.

Sourced through Scoop.it from: www.marketingweek.com