Green means sales for global brands

A A A

The latest advertising campaign by clothing company Timberland reflects the trend of brands promoting their green credentials in order to attract customers, gain consumer trust and increase profits.

Manufacturer of outdoor wear Timberland launched its US version of its "Nature needs heroes" campaign on September 3. The campaign, which also runs in the UK and Europe, promotes Timberlands EarthKeepers movement line of environmentally friendly footwear which retails for upwards of €132 (£110).

The campaign, which will be launched globally over the coming weeks, seeks to inspire consumers to do small environmentally friendly actions such as recycling a runaway plastic bottle. The brand also plans to unveil an application which allows users to record their own environmentally friendly actions on Facebook.

The campaign by Timberland is part of a developing trend by brands to try to convince consumers of their ecological credentials, which the majority of consumers increasingly believe to be an important consideration when decreeing whether or not to buy a product. Such as Starbucks, which ran a competition earlier in the year to design an eco-cup, and Nike, which began producing football shirts made with recycled materials.

By promoting their green credentials and advertising their goods from an environmental perspective, brands are not only trying to influence consumers but also increase their profit margins, as consumers are more willing to spend larger sums of money on products they consider to be green, according to an August survey by PR group Cohn & Wolfe.

Have you tried new the Independent Digital Edition apps?
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
iJobs Job Widget
iJobs General

Recruitment Genius: Software Developer

£30000 - £40000 per annum: Recruitment Genius: A Software Developer is require...

Recruitment Genius: Logistics Supervisor

£24000 - £27000 per annum: Recruitment Genius: The largest supplier to the UK'...

Recruitment Genius: Graduate / Junior Software Developer

£24000 - £30000 per annum: Recruitment Genius: A Graduate/Junior Software Deve...

Recruitment Genius: Retail Store Sales Executive

£15000 - £20000 per annum: Recruitment Genius: An experienced Sales Executive ...

Day In a Page

Syrian conflict is the world's first 'climate change war', say scientists, but it won't be the last one

Climate change key in Syrian conflict

And it will trigger more war in future
How I outwitted the Gestapo

How I outwitted the Gestapo

My life as a Jew in wartime Berlin
The nation's favourite animal revealed

The nation's favourite animal revealed

Women like cuddly creatures whilst men like creepy-crawlies
Is this the way to get young people to vote?

Getting young people to vote

From #VOTESELFISH to Bite the Ballot
Poldark star Heida Reed: 'I don't think a single bodice gets ripped'

Poldark star Heida Reed

'I don't think a single bodice gets ripped'
The difference between America and Israel? There isn’t one

The difference between America and Israel? There isn’t one

Netanyahu knows he can get away with anything in America, says Robert Fisk
Families clubbing together to build their own affordable accommodation

Do It Yourself approach to securing a new house

Community land trusts marking a new trend for taking the initiative away from developers
Head of WWF UK: We didn’t send Cameron to the Arctic to see green ideas freeze

David Nussbaum: We didn’t send Cameron to the Arctic to see green ideas freeze

The head of WWF UK remains sanguine despite the Government’s failure to live up to its pledges on the environment
Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

Set in a mythologised 5th-century Britain, ‘The Buried Giant’ is a strange beast
With money, corruption and drugs, this monk fears Buddhism in Thailand is a ‘poisoned fruit’

Money, corruption and drugs

The monk who fears Buddhism in Thailand is a ‘poisoned fruit’
America's first slavery museum established at Django Unchained plantation - 150 years after slavery outlawed

150 years after it was outlawed...

... America's first slavery museum is established in Louisiana
Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

The first 'American Idol' winner on how she manages to remain her own woman – Jane Austen fascination and all
Tony Oursler on exploring our uneasy relationship with technology with his new show

You won't believe your eyes

Tony Oursler's new show explores our uneasy relationship with technology. He's one of a growing number of artists with that preoccupation
Ian Herbert: Peter Moores must go. He should never have been brought back to fail again

Moores must go. He should never have been brought back to fail again

The England coach leaves players to find solutions - which makes you wonder where he adds value, says Ian Herbert
War with Isis: Fears that the looming battle for Mosul will unleash 'a million refugees'

The battle for Mosul will unleash 'a million refugees'

Aid agencies prepare for vast exodus following planned Iraqi offensive against the Isis-held city, reports Patrick Cockburn