Imagine the food industry without nutrition labels: how could you shop without some sense of the nutrition or chemicals or ingredients in your macaroni and cheese?
Having access to specific information about the food we buy is a given. We all know what a nutrition label looks like, what calories are, how to decipher a list of ingredients. The labels are standardized and regulated by governments, and serve consumers seeking to make thoughtful choices about their consumption.
Why doesn’t the same thinking apply to fashion purchases? Watching the organic food business grow up from earnest activism to broad consumerism, we asked ourselves–what would happen if nutrition labeling came to our industry?
We did some informal research, and the answer came back sharp and clear: consumers want brands to be transparent, to tell the truth about where the product is made, and how it’s made, and what goes into making the product that’s for sale. Cool–an insight to act on. Easy enough, we thought. We’ll just take a page (or a label) from the food industry, since they’ve already got it figured out, and give our consumers the same kind of information.
Five years later, insight still relevant, hard work expended, and only some progress, constrained by two huge bottle necks.
On the level of the labels themselves, we’ve been making only some progress on getting access to environmental data from our suppliers–many don’t track emissions associated with their sourcing, or can’t accurately verify data, or simply don’t share it. That makes it tough for us to communicate with certainty to consumers how big a footprint is actually made by the boot they’re buying. We face similar issues in calculating the amount of renewable materials a product contains–what counts as “renewable,” anyway? Is renewable more important than recycled? What if a material is only partially renewable–do you get full credit? It’s hard to be transparent when the industry is not organized around a common approach to data. Imagine if one food package had calories, and another had some other measurement standard. Which cookie to eat?
But the bigger problem remains the molasses pace at which our industry is working through the questions that keep us from adopting an industry-wide standard and implementing labeling on all shoes and clothes. The electronics industry pulled this off; the fashion industry hasn’t, at least yet. And so with a lonely label on our products, how are consumers supposed to make an informed, comparative choice between two T-shirts at retail?
Sooner or later, our industry is going to get there. Labels will be on all products, and consumers will be able to consume more thoughtfully. And then, responsible profit will be the standard.
Worth fighting for, don’t you think?
Read more of Jeff Swartz’s blog For the Greener Good
Timberland today competes in countries around the world, designing, manufacturing and marketing footwear, apparel and accessories for men, women and children. Timberland has been listed on Business Ethics magazine’s list of 100 Best Corporate Citizens and in 2002, Timberland received the Ron Brown Award, a Presidential award recognizing outstanding corporate leadership in social responsibility.