What On Earth Are Timberland Talking About?
Posted by keith on June 8th, 2010
What is it we make better?
It is our boots. Our shoes. Our clothing. Our gear. Out communities. Our environment. And our business practices. But once you put on our gear, it is the journey. It is getting from point A to point B. And onto point C. And D. and E. And on to wherever else your purpose leads you. It is your walk to work. Your hike up the summit. Your right turn. Your wrong turn. It is getting to the top of things and reaching higher. Getting to the bottom of things and digging deeper. It is doing more seeking than finding. And inspiring more action than words. It is thinking on your feet. Giving it all you’ve got. Being resourceful. Protective. And respectful of where you go and whom you meet along the way. And it is never a question of whether or not you will make it better, only what path you will choose.
(found on the inside of a Timberland shoebox)
Please send more examples of execrable corporate bollocks to news@unsuitablog.org
June 8th, 2010 at 9:18 am
The keyword in that silliness is “your”. It is all about “you”, that mythical “you” that you will never be in real life.
June 9th, 2010 at 2:54 pm
Hi Keith, I read your blog and happy to know consumers actually do read the messaging inside our footwear boxes. For what it’s worth, that copy existed several years ago and has since been replaced with a paragraph that is more informational about our packaging efforts. Our box copy currently reads, “Can a Shoebox Change the World? Maybe not the box itself, but the message it sends could make a difference. A box made from 100% post consumer recycled material and printed with soy and water-based inks says it’s time to start repurposing what we can. It says it’s time to find more efficient manufacturing processes. Invest in responsible materials like organic cotton for the products we make. And alternative energy sources like wind, water, and solar power for the facilities we run. It says it’s time to consume less and give back more. And time to think about how it affects the air we breathe, water we drink, and communities we live in. So when the time comes to put on our gear and go outside, we can feel better about what went into it. We have a long way to go before we get there, but we’re working on it.”
Always appreciate feedback and I hope this helps!
-Cara Vanderbeck
The Timberland Company
June 9th, 2010 at 4:18 pm
Hi Cara
Well, it is a bit less pompous, but you really need to get a proofreader – the grammar is still awful.
Sadly for your sales I only buy second hand – will your shoebox ever recommend that?
Best
Keith