Bitter Milk Timberland and Nike

Timberland

As a manufacturing company, Timberland acknowledges that it does have an impact upon the environment. However, given the nature of its product and the likely values of its customers, it strives to foster community service, environmentally sustainable practices, and a carbon-neutral orientation. Of course, this is partially savvy marketing -- without such a stance, Timberland would alienate many of its customers. But in terms of Timberland's long-term survival, environmental conservation is important for a company with a mission of manufacturing clothing and equipment for serious adventurers in the outdoors. Without conservation efforts, Timberland customers will have fewer opportunities to use its product, and less motivation to purchase its goods and services.

Timberland has set a goal of becoming carbon neutral, and undertaken a full energy "audit" of its operations to achieve that objective. My own employer encourages community service on behalf its employees through office-wide walk-a-thons for charity, soliciting donations for local organizations around the holidays, blood drives, and wellness campaigns to encourage employees to eat healthier foods and exercise. However, its specific mission and value statement is not committed to a singular, moral goal and sustainability philosophy as in the case of Timberland.

Nike

John Woodman, Nike's general manager in Indonesia, defended the company's practices, saying that the company had brought jobs that would not have otherwise existed to the region and thus raised many people's standard of living, despite the sweatshop-style conditions and wages. He said it was not Nike's business to know about the conditions on the ground -- despite the fact that Nike promoted itself as a socially responsible company. Michael Jordan's $2 million dollar paycheck was greater than the entire payroll of all Nike workers in Indonesia. Even through Nike may have been buying the shoes from independent contractors Nike still had a moral responsibility to take an interest in the conditions of the manufacturers of its shoes. Presumably, Nike exercises quality control to make sure the shoes are constructed appropriately. A similar level of concern must be paid to the human rights of workers. Mattel later used a similar excuse when it did not properly check its toys manufactured in China for safety hazards and like Nike, it was also subject to media criticism and consumer attrition.