The case for cotton seems even tougher. While it is the goal to source 100% responsible cotton, Timberland’s current status of the second quarter is 59%. The chart, covering data from the past four years, also shows how volatile the numbers are. Between the two preceding quarters the difference between 41% and 77% is very high and obviously doesn’t allow for a reliable forecast.
The report is lacking an explanation why the numbers are so volatile and what the brand will do to ensure the 100% goal.
These examples show that while it is easy to set and communicate goals, it poses a real challenge to fulfilling them. And all of the above mentioned criteria are important to the overall pledge of becoming 100% circular and net positive by 2030.
At this point, I’d like to ask: is it a good practice to communicate new, audacious goals before the “old goals” are not yet achieved?
Timberland does a good job in transparency and engaging in action that not only helps the company gain competitive advantage but the whole industry to adopt environmental best practices. I also appreciate their quarterly CSR Report which is more transparent and reader-friendly than many other reports I’ve read. It explains the metrics it applies, why they are important and what the goal is.
But there’s also room for improvement. Explaining the underlying strategy to achieving the goals and giving insight not only into the numbers but into the story they tell would be a great next step to transparency.
