Complete Story


How Purpose-driven Work Helps Timberland Attract Talent

The organization creates business growth by activating its purpose

We First CEO Simon Mainwaring sat down with Timberland's Sustainability Director Colleen Vien to discuss how the global apparel industry leader is able to create business growth through activating its purpose.

The following are excerpts from that webinar, which can be watched in its entirety here.

SIMON MAINWARING: It's a special webinar today because our guest is Colleen Vien, the Sustainability Director at Timberland. It's a rare opportunity to tap into the insights and learnings of a leading global brand --- not just in the footwear and apparel category, but in terms of their sustainability leadership around the world. I think very few of us realize how purpose has always been built into the origin story of the Timberland brand. Could you speak to us a little bit about where the brand began and how that's informed its marketing ever since?

COLLEEN VIEN: The company started back in the ‘70s and in 1973 was when they designed that famous icon boot -- the Yellow Timberland Boot. Now, that boot was designed intentionally for one thing: to allow people to strap it on and be able to step outside, get work done and to make something happen. From the very beginning, it had a very strong purpose.

Please select this link to read the complete article from Forbes.

Printer-Friendly Version