The Next Big Thing: Timberland Takes Transparency Up a Level

Earlier this month, Timberland announced plans to expand the company's Green Index label to all Timberland-branded footwear. They're also partnering with more than 200 outdoor businesses on an industry-wide eco-indexing standard. Now, that's getting serious about change.

The Timberland Green Index was introduced in 2007 and currently provides manufacturing footprint information on14 percent of their shoes. The rating system aims to educate consumers about the impact that individual products have on our planet. It measures in three ways: Climate Impact, Chemicals Used and Resource Consumption. When this information is front and center of consumers' eyes, they don't have a choice but to stop and think. The company isn't content with just 14 percent of their product being transparent; Timberland has set the goal upping this system to 100 percent of their footwear by 2012.

The company is always pushing the envelope and won't be satisfied with just being good — they want everyone to follow in their footsteps. That's why they are partnering with Outdoor Industry Association (OIA) on the development of shared industry methodologies for measuring and communicating environmental impact to both suppliers and customers. With a common system of measurement industry-wide, consumers will be able to make more informed choices at the checkout and manufacturers will be challenged to improve their own sustainable practices.

In a recent press release, Betsy Blaisdell, senior manager of environmental stewardship for Timberland said, "Individual efforts, like Timberland's Green Index, are good options for now, but to truly empower consumers, we knew we needed a commitment from the entire industry. First mover companies only get so far — collaboration is integral to achieving a consumer-friendly, industry-wide standard, which is why we applaud the launch of the OIA Eco Index as a positive step in the right direction."

Big ups to Timberland for leading the way to change in the manufacturing industry!

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Images courtesy of Timberland.