American brand Timberland is running a massive tree planting project around the world.
With the help of an environmental initiative aimed at overcoming the climate crisis, the company hopes to communicate its own development strategy to the consumer and strengthen the right brand perception among consumers.
As one of the biggest outdoor and lifestyle brands, Timberland is investing in a 50 million tree planting project to play a truly meaningful role in creating a sustainable future for the planet. The project is accompanied by a campaign called "Nature Needs Heroes" - the largest in scale in the history of the brand.
“This campaign allows us to talk about our sustainable products and stronger communities. It will be our medium to long term message and part of the company's broader marketing strategy,” commented Giorgio D'Aprile, Timberland's EMEA Marketing Director.
To date, Timberland's brand recognition in Europe reaches 90%, but the company believes that the new initiative will further strengthen the brand's stable position in the market.
Researchers agree that tree planting remains one of the most effective methods to mitigate the effects of global climate change. ETH Zürich, a Swiss university, estimates that a global tree planting program could offset two-thirds of the damage from harmful emissions into the atmosphere as a result of human activities.
As part of the project, Timberland will direct its resources to several key areas around the world. One such zone is the Great Green Wall, an African-led movement to plant 8,000 km of trees across the entire width of the Black Continent. It is expected that the implementation of the project will successfully combat climate change, drought, famine, conflict and migration in African countries.
Timberland's commitment to sustainability goes beyond the tree planting campaign. Brand initiatives also seep into product innovation. The company promises that in the coming years, the brand will use 100% eco-friendly organic cotton. In addition, Timberland offers its employees 40 hours a year to participate in various green activities. Brand Timberland is synonymous with its tree logo, and the company says the new campaign is part of supporting that vision.