If a company engages in or promotes sustainability activities only on Earth Day, April 22, the organization would legitimately be accused of greenwashing their commitment to the environment. Greenbiz.com, in their article, "The Selling of Earth Day 2009: The Good, the bad, the ugly," notes that many businesses use the event to promote products that may or may not have an environmental benefit. The call to consume may also conflict with some of the tenets of environmentalism: reduce and reuse.
Kohl's
Sustainability is one of Kohl's corporate social responsibility focus areas. In addition to incorporating principles of sustainability in their operations (detailed in the 2013 Corporate Social Responsibility Report), Kohl's donates to social and environmental non-profit organizations. Starting in 2012, the company gave each corporate employee a reusable cup and installed hydration stations to reduce disposable cup waste. Employees tend three corporate gardens, two of which are adjacent to on-site daycare and are used to teach children about healthy eating and growing their own vegetables. Produce from the third garden is donated to the Milwaukee Hunger Task Force. Green education classes are held regularly to inform and inspire associates about environmentally-friendly practices. Both employees and customers can use Kohl's dedicated sustainability email address with concerns or questions.
In April, the company observes both Earth Month and National Volunteer Week with Kohl's "National Go Green Event." During the event, Kohl's Associates in Action will engage in a number of environmentally-related volunteer activities and the company will donate more than $2 million dollars. Some of the events taking place throughout the country include removing invasive species and planting native trees with Tree Mustakeeters (Los Angeles, CA) to protect wildlife habitat, providing landscaping to Habitant for Humanity homes (Macon, GA), providing construction and clean-up with the Urban Ecology Center (Milwaukee, WI), helping with plant bed maintenance with the Detroit Zoological Society, supporting a family day at the Delaware Children's Museum where toys will be collected for children in need, planting flowers at Butterfly Dreams Farm (a Theraputic Riding Program), cleaning and planting at the Austin Zoo and Animal Sanctuary, sorting and packing donated items at Children's Specialized Hopsital (NJ), and more.
Timberland
However, if Earth Day celebrations serve an organization's sustainability strategy or reflect its authentic values, the events can become an important ritual or reminder of the sustainability work of the organization.
Kohl's
In April, the company observes both Earth Month and National Volunteer Week with Kohl's "National Go Green Event." During the event, Kohl's Associates in Action will engage in a number of environmentally-related volunteer activities and the company will donate more than $2 million dollars. Some of the events taking place throughout the country include removing invasive species and planting native trees with Tree Mustakeeters (Los Angeles, CA) to protect wildlife habitat, providing landscaping to Habitant for Humanity homes (Macon, GA), providing construction and clean-up with the Urban Ecology Center (Milwaukee, WI), helping with plant bed maintenance with the Detroit Zoological Society, supporting a family day at the Delaware Children's Museum where toys will be collected for children in need, planting flowers at Butterfly Dreams Farm (a Theraputic Riding Program), cleaning and planting at the Austin Zoo and Animal Sanctuary, sorting and packing donated items at Children's Specialized Hopsital (NJ), and more.
Timberland
Timberland has a long history of corporate action related to sustainability informed by their environmental philosophy, their Green Standard:
Service is a key value at Timberland, and they promote the value among employees through the Path to Service™ employee volunteer program, which provides 40 paid hours for volunteer activities to full-time employees and 20 paid hours to part-time associates as well as two annual global days of service (Earth Day and Serv-a-Palooza).
For Earth Day 2013, employees organized over 100 events to promote community service. In China, Timberland employees are working with employees of the Pou Yuen Factory to plant trees and paint a local children's community center. New York employees are working with Concrete Safaris of East Harlem to update their gardens. In Stratham, New Hampshire, over 300 employee volunteers can choose among six different events, from re-greening a local dog park to sewing teddy bears from eco-friendly materials to be donated to children in need.
For Earth Day 2013, employees organized over 100 events to promote community service. In China, Timberland employees are working with employees of the Pou Yuen Factory to plant trees and paint a local children's community center. New York employees are working with Concrete Safaris of East Harlem to update their gardens. In Stratham, New Hampshire, over 300 employee volunteers can choose among six different events, from re-greening a local dog park to sewing teddy bears from eco-friendly materials to be donated to children in need.
Anticipating the 2013 Earth Day events, Brianne Wood, Community Service Manager “I am looking forward to a great showing this year and the smiles on everybody’s faces after seeing the work that we’ve accomplished at the end of the day. I’m so grateful that Timberland gives us such a wonderful opportunity for us to give back to our local communities and it is amazing to see how much we can achieve together.”
Both Kohl's and Timberland's Earth Day celebrations highlight the respective company's ongoing commitments to sustainability, and the events reflect authentic values. Without a genuine commitment to sustainability and community service, Earth Day events might backfire. Although Bank of America promotes Earth Day as well as other environmental programs, the Rainforest Action Network has criticized the financial institution for having the third highest rate of investment in the coal industry (Bank.Track.org). If a company is planning for Earth Day but can't back their activities with a history of involvement with and commitment to sustainability, they might better use their resources to develop an environmental philosophy.
Organizations that want to provide service days but might be overwhelmed with initiating a program from the ground up can rely on Timberland's Service Tool-kit to outline key milestones and delineate logistics.
Want more examples of Earth Day activities? Check out this post by Jennifer Hermes.
Both Kohl's and Timberland's Earth Day celebrations highlight the respective company's ongoing commitments to sustainability, and the events reflect authentic values. Without a genuine commitment to sustainability and community service, Earth Day events might backfire. Although Bank of America promotes Earth Day as well as other environmental programs, the Rainforest Action Network has criticized the financial institution for having the third highest rate of investment in the coal industry (Bank.Track.org). If a company is planning for Earth Day but can't back their activities with a history of involvement with and commitment to sustainability, they might better use their resources to develop an environmental philosophy.
Organizations that want to provide service days but might be overwhelmed with initiating a program from the ground up can rely on Timberland's Service Tool-kit to outline key milestones and delineate logistics.
Want more examples of Earth Day activities? Check out this post by Jennifer Hermes.
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