Purpose At Work: How Timberland Is Planting A Climate Change Movement
by Simon Mainwaring
Originally published on Forbes
Brand-fueled movements connect consumers with the causes they care about and move the needle on impact. By bringing together people, purpose and products, brands gain consumer goodwill, earned media and build a better world.
A great example of a brand that’s building a movement is Timberland. The footwear and apparel brand announced it will plant 50 million trees across the globe within the next 5 years, building on the tree planting efforts it has already led since 2001.
Part of the Plant The Change initiative is to help build The Great Green Wall. The Wall will span over 8000 km across Africa. The reforestation project aims to act as a carbon sink. It will also provide economic opportunities for local communities and foster biodiversity.
