Timberland's Nutrition Labels ... for Shoes

What's the simplest way that CPGs in virtually any category can convey a message of sustainability at the point of purchase? Copy a recognizable format that works already -- the "nutrition facts" labeling found on every food and beverage product. "We launched a first in the industry with the 'Nutrition Label' on our shoeboxes," says Bevan Bloemendaal, senior director, global creative services. "This label appears on every box of Timberland shoes and boots to measure the environmental and community impact of each pair. This layer of transparency shows consumers that we are holding ourselves accountable for he environmental footprint we leave." Timberland's label consists of three sections:Environmental Impact: This item discloses the average number of kilowatt hours (kWh) necessary to produce a pair of Timberland shoes. It also indicates the amount of Timberland's energy generated from renewable resources such as the sun, wind or water.Community Impact: This item states the percentage of factories under the company's code of conduct, Timberland's strict no-child-labor policies, and the hours volunteered by employees. Manufactured: The name and location of the factory where the product was made. A "Green Index" hangtag began appearing on Outdoor Performance products in February 2007. The "Green Index" states an overall rating of the product based on the average of three specific categories:Climate: A rating (zero to 10, with zero being best) based on the greenhouse gas emissions specific to the product.Chemical: A rating based on the use of chemicals and solvents used in the manufacturing of the product.Material: A rating based on the use of organic, renewable and recycled materials."A new, updated nutrition label will be launched for fall 2008," says Bloemendaal. "In addition to the one on our shoeboxes, every single shoe and boot will carry a label right on the soles of product, adding an extra layer of transparency for consumers to interact with immediately before they even see the shoebox."

Timberland's Nutrition Labels ... for Shoes

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