15 Apr '11, 9am
Timberland Frankly Falls Short of 2010 Emissions Goal
CEO Swartz admitted to Fast Company’s Schwartz that perhaps the original 50 percent emission reduction goal was unrealistic, but if companies don’t set a high target, they don’t work as hard to try to meet it. Timberland’s 38 percent is still a solid accomplishment, and the company unflinchingly reported its mistakes as well as its achievements. We demand that companies be transparent, yet we are quick to criticize their failures. If we focus solely on mistakes, instead of supporting a company’s efforts, it will deter other companies from setting high goals for themselves. If companies only set easy targets, how much progress will be made?