STRATHAM, NH, (April 14, 2010) — Is Earth Day the new Valentine’s Day? As the nation prepares to celebrate the 40th anniversary of Earth Day this April 22, a new survey by The Timberland Company (NYSE: TBL) shows American men are looking for eco-love. The 2010 Timberland Eco- Love Survey found most men have high expectations for the women they date or associate with:

  • Must Love the Earth. Fifty-four percent of men would question whether to start a relationship with someone who litters. Others would ponder if a woman was worth dating if she doesn’t recycle (25%), leaves the lights on when not at home (23%) or drives a gas-guzzler (21%).
  • Guys Dig Green. One-quarter of men think “green” women make better life partners (24%) or friends (27%) than those who aren’t so environmentally responsible.
  • Plan an Eco-date. Grab your hiking boots and a shovel — more than 40 percent (41%) of men would be more interested in an “adventure” date like hiking or rock climbing or a charity or service-focused date like tree planting, rather than the traditional “dinner and a movie” date.
  • Walking the Green Carpet. When it comes to today’s hottest “eco-lebrities,” men say Cameron Diaz (27%) and Kate Hudson (26%) would inspire them to go green.

Don’t know what to wear on your green date? Try on some eco-friendly clothes and shoes. Almost a third of Americans (30%) feel they need to make more of an effort to purchase eco-friendly clothing over the next year. And, before you set out on your eco-date, be sure to fill up on plenty of locally grown food. More than half (53%) of Americans think that eating locally grown foods should be a priority in the next year. 

What else can Americans do to impress their eco-partners? Almost three-quarters (72%) think Americans need to switch to energy-efficient light bulbs, 57 percent think Americans need to green their daily commutes by carpooling, walking or biking to work and 47 percent want others to take showers instead of baths to save water. 

Whether you’re looking for eco-love or just want to be more environmentally responsible, Timberland makes it easy to have a positive impact on the Earth.Timberland’s Earthkeepers™ 2.0 shoes are designed-for-disassembly so that the components come apart at the end-of-life for recycling. At least 70 percent (and up to 90%) of the materials on the boots and shoes can be recycled or reused. In fall 2009, Timberland launched the first Earthkeepers™ 2.0 product, an 80-percent recyclable boot, which has now expanded to include 11 total SKUS, including three new men’s and women’s styles this spring – a men’s boat shoe, men’s venetian and women’s slide. 

Timberland also offers a “nutrition label” on every box to educate and engage consumers about the products they’re purchasing. Each label provides information on where products were manufactured, how they were produced and their effect on the environment. Along with the nutrition label, Timberland provides a Green Index™ tool that rates the shoe on three key environmental factors— climate impact, chemical use and resource consumption—in order to empower consumers to make environmentally conscious choices. 

For additional survey results and more information about Earthkeepers 2.0 footwear, visit www.Earthkeeper.com

Methodological Notes 
The 2010 Timberland Eco-Love Survey was conducted by Kelton Research between March 17th and March 23rd, 2010 using an email invitation and an online survey. Quotas were set to ensure reliable and accurate representation of the total U.S. population ages 18 and over. The margin of error at a 95 percent confidence level was +/- 3.1 percent for the entire sample. *Editor’s Note: Please refer to the survey as the 2010 Timberland Eco-Love Survey. 

About Timberland
Timberland (NYSE: TBL) is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it. Timberland markets products under the Timberland®, Timberland PRO®, Mountain Athletics®, SmartWool®, Timberland Boot Company®, howies® and IPATH® brands, all of which offer quality workmanship and detailing and are built to withstand the elements of nature. The company’s products can be found in leading department and specialty stores as well as Timberland® retail stores throughout North America, Europe, Asia, Latin America, South Africa and the Middle East. Timberland’s dedication to making quality products is matched by the company’s commitment to “doing well and doing good" -- forging powerful partnerships among employees, consumers and service partners to transform the communities in which they live and work. To learn more about Timberland, please visit www.timberland.com. To learn more about becoming an Earthkeeper, visit www.earthkeeper.com.


For more information, please contact:

Jodi Housman | Cone
Email Jodi Housman

Cara Vanderbeck | The Timberland Company
Email Cara Vanderbeck

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