Timberland’s commitment to sustainability dates back nearly 40 years, and is driven by the belief that a business can create positive impact in the world. Timberland’s CSR objectives—protecting the outdoors, innovating products, improving workers’ lives and engaging in community service—are firmly embedded within its business goals. In fact, Timberland thinks of CSR as a real competitive advantage. The company has dramatically reduced energy costs and its greenhouse gas emissions, and is creating top-line growth by meeting consumers’ growing wants for green products. And it has communicated these accomplishments in an innovative and often fun manner, as demonstrated by its humorous “Man on the Street” videos produced for its 2011 Arbor Day campaign. —SVC