Corporate Social Responsibility

Jaimie PoppTara Gremillion Sara WaltemireMason Hughes

Company Values

• Timberland has always had a strong belief in community service

• Created a Corporate Social Responsibility Program

• Driven by four core values – Humanity, Humility, Integrity and Excellence

Company Values

• Have created partnerships with City Year and other environmental and outdoor organizations

• These programs help hundreds of thousands of people all over the world

Company Values

• Have been critiqued for its heavy investments into community programs in tough economies

• Swartz and Timberland have always stood behind these programs

• Coincides with their mission statement and company values

Mission Statement

“Our mission is to equip people to make a difference in their world. We do this by creating outstanding products and by trying to make a difference in the

communities where we live and work.”

Value in the Company

• Service is ingrained in the company

• “When you come to work in the morning, don’t leave your values at the door”

It’s a Recruiting Tool

• Volunteerism in workplace attracts employees

• People want to feel good about where they work

It Benefits the Company

• Community service builds a strong and engaged workforce

• It instills a sense of community and value in work relationships

Messages and Recommendations

• Use internal communication tools to educate and train employees

• Recommendation: Communication focused towards value and benefits of volunteerism for employees

Community Service & Consumers

• GREEN community service represents a commitment to the outdoor community

• Brand awareness• Scaling back community

service efforts would be inconsistent with the company’s values

Recommended Communication

• Demonstrate commitment to CSR

• Interactive communication helps build customer relationships

• Create engaging, interactive messages that will resonate with consumers– “Recycle your boots”– “Plant a virtual tree”

Bottom Line: ROI

• Above all else, stockholders care about what’s good for business

• A company that people want to work for and buy from = success

• Personalization makes sense

Case Study: 1995

We’ll do better next time?

• CSR reports• Biannual publications• Annual stockholders

meeting• Showing stockholders

the value of service