Jeff Swartz

Puede decir mucho de cómo va a desarrollarse su día por la cantidad de correos electrónicos que lo esperan. Me levanto bastante temprano, 4 SOY la mayoría de los días, así que normalmente empiezo antes del partido en lo que respecta a los correos electrónicos. Pero el 1 de junio de 2009, seguían llegando, y llegando.

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Reprint: R1009A
Swartz awoke on June 1, 2009, to find the first of what, over time, would amount to 65,000 angry e-mails accusing Timberland of destroying Amazon rain forests and exacerbating global warming. The senders were reacting to a Greenpeace report alleging that Brazilian cattle farmers were illegally clear-cutting forests to create pastures, and leather from their cows might be winding up in Timberland&#8217;s boots. Swartz and his team had to craft a response immediately: The brand&#8217;s reputation was at stake.
He realized that the underlying question&#8212;Where did Timberland&#8217;s leather come from?&#8212;was legitimate, and that he didn&#8217;t know the answer. The idea of tracing hides back from tannery to pasture was daunting, but he saw the issue as a battle for the hearts and minds of environmental activists.
The company opened a dialogue with Greenpeace and worked with its Brazilian supplier to get the origin of its hides certified. Meanwhile, Swartz made sure that all those e-mails received replies. In the end, Timberland praised Greenpeace for bringing the issue to the industry&#8217;s attention, and Greenpeace acknowledged that Timberland had taken a leadership position on it.

How I Did It: Timberland’s CEO on Standing Up to 65,000 Angry Activists

Reimpresión: R1009A Swartz se despertó el 1 de junio de 2009 y encontró el primero de lo que, con el tiempo, se convertirían en 65 000 correos electrónicos airados en los que se acusaba a Timberland de destruir la selva amazónica y exacerbar el calentamiento global. Los remitentes estaban reaccionando a un informe de Greenpeace en el que se afirmaba que los ganaderos brasileños estaban talando ilegalmente los bosques para crear pastos y que el cuero de sus vacas podría estar acabando en las botas de Timberland. Swartz y su equipo tuvieron que elaborar una respuesta de inmediato: la reputación de la marca estaba en juego. Se dio cuenta de que la pregunta de fondo era: ¿de dónde viene el cuero de Timberland? —era legítimo y que no sabía la respuesta. La idea de rastrear las pieles desde la curtiduría hasta los pastos era abrumadora, pero él vio el tema como una batalla por los corazones y las mentes de los activistas ambientales. La empresa entabló un diálogo con Greenpeace y trabajó con su proveedor brasileño para certificar el origen de sus pieles. Mientras tanto, Swartz se aseguró de que todos esos correos electrónicos recibieran respuestas. Al final, Timberland elogió a Greenpeace por llamar la atención de la industria sobre el tema y Greenpeace reconoció que Timberland había adoptado una posición de liderazgo al respecto.

C&oacute;mo lo hice: el CEO de Timberland habla sobre hacer frente a 65 000 activistas enfurecidos

Reprint: R1009A Swartz awoke on June 1, 2009, to find the first of what, over time, would amount to 65,000 angry e-mails accusing Timberland of destroying Amazon rain forests and exacerbating global warming. The senders were reacting to a Greenpeace report alleging that Brazilian cattle farmers were illegally clear-cutting forests to create pastures, and leather from their cows might be winding up in Timberland’s boots. Swartz and his team had to craft a response immediately: The brand’s reputation was at stake. He realized that the underlying question—Where did Timberland’s leather come from?—was legitimate, and that he didn’t know the answer. The idea of tracing hides back from tannery to pasture was daunting, but he saw the issue as a battle for the hearts and minds of environmental activists. The company opened a dialogue with Greenpeace and worked with its Brazilian supplier to get the origin of its hides certified. Meanwhile, Swartz made sure that all those e-mails received replies. In the end, Timberland praised Greenpeace for bringing the issue to the industry’s attention, and Greenpeace acknowledged that Timberland had taken a leadership position on it.

Cómo lo hice: el CEO de Timberland habla sobre hacer frente a 65 000 activistas enfurecidos

Resumen.

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