Sketchers Pays for The Nature Conservancy’s ‘Seal of Approval’

In return for co-branding, Skechers has agreed to pay The Nature Conservancy a minimum of $800,000 through 2024.

Skechers Nature Conservancy Our Planet Matters Shoe Box

On November 8, 2022, Skechers began an advertising campaign to promote its cause marketing partnership with The Nature Conservancy.

The deal allows Skechers to prominently display The Nature Conservancy logo as a seal of approval on co-branded shoes that Skechers has dubbed the Our Planet Matters collection. The shoe boxes feature conspicuous use of green and the tagline: “Good for Your Feet. Good for the World.”

To reduce environmental impact, the Our Planet Matters shoes are manufactured with vegan and recycled materials, which are listed on the footwear’s packaging and hangtags.

The Endorsement’s Halo Effect

An environmental sustainability endorsement from The Nature Conservancy is highly credible: With over 1 million members and $1.3 billion in annual revenues, The Nature Conservancy employs over 400 scientists and is the largest environmental non-profit organization by revenue and assets in the Americas.

Our Planet Matters shoes provide environmentally conscious (shoppers) with an option to help protect our planet,” said Jennifer Hoyer, global director of Cause Marketing & Brand Partnerships for The Nature Conservancy.

Advertising

Advertising for Skechers’ Our Planet Matters footwear references The Nature Conservancy partnership:

Ad Transcript

“Nothing matters more than keeping our planet healthy. That’s why Skechers is proud to partner with The Nature Conservancy for the Our Planet Matters collection: Comfortable, stylish footwear that’s made from vegan and recycled materials with many fashionable styles, from sneakers to sandals, for adults and kids. Skechers’ Our Planet Matters (shoes) feel amazing with Skechers famous comfort features. Plus, they are machine washable and very durable. So they last longer. Tread responsibly with Skechers’ Our Planet Matters (shoes). Good for your feet. Good for the world.”

Financial Arrangement

In return for co-branding, Skechers has agreed to pay a flat fee to The Nature Conservancy. The fine print says: “Between September 1, 2021 and December 31, 2024, Skechers will contribute $800,000 to The Nature Conservancy. The purchase of SKECHERS Our Planet Matters shoes will NOT result in a contribution to The Nature Conservancy.” (emphasis added)

That flat fee, independent of customer purchases, is a departure from the typical ‘You buy. We’ll give.’ cause marketing tactic deployed by other footwear companies such as TOMS and Bombas:

Paraphrasing: Which cause marketing technique is more enticing to shoppers?

  • Option 1: “If you buy our shoes, we’ll donate a pair of (cheaper) shoes to someone in need.”
  • Option 2: “A respected environmental non-profit organization agrees that the packaging and materials in our shoes damages the environment less than alternatives.”

Skechers has chosen the latter option with its Nature Conservancy partnership.

Partnership Compatibility

Sketchers and The Nature Conservancy are “Partnering for a Purpose.”

According to The Nature Conservancy, “Skechers’ support of (our) global conservation efforts, such as reforestation, is aligned with (their) longstanding commitment to reducing tree harvesting and emissions through packaging.”

Sketchers’ overall commitment to reducing environmental impact, particularly with sustainable packaging, is authentic:

  • 93% of Skechers-branded shoeboxes are fully recyclable
  • 100% of Skechers foot forms and tissue paper packaging is recyclable.
  • Since 2016, Skechers has reduced its foot form plastic by 99% to less than 1% – all of which is recyclable.
  • 100% of Skechers packaging materials are printed with soy-based or water-based ink.
  • 99% of Skechers-branded footwear is packaged in shoeboxes that meet the Forest Stewardship Council standard for responsible sources.

Share this Article

Michael Organ
Michael Organhttps://CSR.org
Michael Organ is the Editor of CSR.org and CauseMarketing.com. He is also the host of the Meaningful Impact podcast. Listen to new episodes at MeaningfulImpact.com

Discover

Podcast

spot_imgspot_img

Latest

Marty Rodgers Wins the ACCP ‘Champion for Change’ Purpose Award

Accenture's Marty Rodgers has been recognized by the Association of Corporate Citizenship Professionals with a Purpose Award. Rodgers is their 2022 Champion for Change.

CVS is Subsidizing the ‘Pink Tax’ on Menstrual Products

To reverse 'The Pink Tax,' CVS has lowered prices by 25% on menstrual products -- but only for its own store brands.

T-Mobile Awards 25 More Hometown Grants

Twenty-five more small towns across America each received a T-Mobile Hometown Grant of up to $50,000 for community development projects, including: technology, education, environment and health care.

Dow Chemical’s Business Impact Fund is Honored as a Social-Impact Changemaker

Dow Chemical was honored as the first recipient of the Social-Impact Changemaker award, one of four innovation categories at the inaugural Corporate Citizenship Innovation Awards, organized by the Boston College Center for Corporate Citizenship

Dan Wieden — an Appreciation

Dan Wieden, co-founder of the Wieden+Kennedy advertising agency, passed away on September 30, 2022. He was 77 years old. Wieden was perhaps best-known for coining...

FEATURED

Suburu Promotes Its 4th Annual “National Make A Dog’s Day”

For the fourth consecutive year, Suburu has re-upped its CSR campaign to create affinity with dog lovers and those who relate to being an...

CVS is Subsidizing the ‘Pink Tax’ on Menstrual Products

To reverse 'The Pink Tax,' CVS has lowered prices by 25% on menstrual products -- but only for its own store brands.

FOX Corp. Mixes News Coverage with Cause Marketing

FOX Corp. used its local network and cable television stations to broadly announce a $1 million donation to the Red Cross for Hurricane Ian disaster relief. Viewers were then also encouraged to contribute to relief efforts.

CVS Health’s Support After AND Before Hurricanes Fiona and Ian

To ensure continuity of care, CVS Health actively supported the health and safety of its employees and customers both after and before Hurricane Fiona and Ian.