For many years, Timberland has been a firm with social responsibility embedded within its culture, having employee volunteerism programs to plant trees as one example. They just didn't talk about it though. As a response to a steady sales decline in the 2000s, Timberland made many changes - one of which was to reposition itself as the authentic, sustainable, outdoor brand. Listen to Mike Harrison describe the company's history with tree-planting, and the story behind the transformation of the original Earthkeepers boot and the campaign behind it, into a full-line of merchandise AND an advocacy platform for nature conservation. Additionally, stay tuned to the lessons they've learned in championing their causes (hint: don't be too earnest!), along with some pragmatic advice for brand marketers who incorporate sustainability & values into their communications.