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Federica Marchionni: Corporate Responsibility to Earth

Name: Federica Marchionni: Corporate Responsibility to Earth
Uploaded: 2016-03-22T01:08:13+00:00
Duration: 2 min 29 s
Channel: GHION.AI
Description: In this talk, Federica Marchionni explains her vision of leading a company that delivers both business success and meaningful societal impact. She…

22 Mar 2016 · 2 min

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2:29

In this talk, Federica Marchionni explains her vision of leading a company that delivers both business success and meaningful societal impact. She highlights Lands' End’s heritage of environmental activism, tracing back to founder Gary Comer’s early climate advocacy. Marchionni describes the launch of the "Lands' Friendly" program, rolled out within 90 days of her joining and timed with Earth Day, which includes a partnership with the National Forest Foundation to plant one million trees. She also details efforts to lower the company’s carbon footprint by optimizing the balance between printed catalog distribution and online shopping, ensuring customer satisfaction while reducing environmental impact.

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I could not conceive my career only as a successful business leader. I would like to create something that is also meaningful for, for the people, for my customer, for the future generation. So Lands' End is a legacy for doing this activity since the past. The founder, Gary Comer, was an activist environmentalist since the '70s. He was talking about global warming. So we took the sustainability and the corporate social responsibility at a bigger and higher stance. We decided to make that as part of our program to lead with purpose. The one project that I started to do, going back to this slide, is the Lands' Friendly. We launched after 90 days that I was in Lands' End. We created the Lands' Friendly, which was launched the day of Earth Day. Earth Day is today a global movement on April 22nd and was initiated in Wisconsin. So while searching, because if you search and analyze and you always create a new project, and we launched that at that point. And our stand was create a better environment. So we signed an agreement, a greater agreement with National Forest Foundation. We had it before, uh, saying that we were going to plant 1 million trees, uh, and we wanted to reduce our carbon footprint. So reducing the distribution of catalogs, which are very loved by our customer, and we will continue to to deliver to them, but we made the research to understand what is the right balance between sending the catalog or having them shopping online, and so reducing the carbon footprint and becoming more land-friendly.