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Posts tagged with Toms

Purchase with purpose: How four brands use ‘social good’ to drive consumer loyalty

According to a recent study, 73% of consumers believe brands have a responsibility to do more than just generate a profit. 

Now, people expect social responsibility, and even more than that, for brands to actively try to make a difference in the world.

MyGoodness logo

Start Me Up! A profile of MyGoodness, 'buy to give' ecommerce

I recently wrote a round-up post on the fairly new phenomenon by 'buy to give' ecommerce sites. One of the featured sites was MyGoodness.com.

I've been talking to its founders to find out more about its founding ethos and the future of the platform.

Will buy-to-give become a larger part of charities' efforts and charitable 'donations', as the consumer urge continues unabated?

warby parker

Buy to give: is philanthropy a natural fit for ecommerce?

The feeling of leading a charitable and sustainable life is one that most of us want. For those of us that don’t straight-out donate to charity, making the right choices is essentially the best way to give back.

Sort of like that decision not to go to McDonald’s but to use the local bakery instead or buying a pair of TOMS, for example, we feel as if we’ve given something back without making any effort. Guilt-free consumption, if you will.

If you’re not familiar with TOMS, it's the shoe and eyewear brand with the ‘One for One’ philosophy. For every product bought, TOMS will help a person in need.

Of course, this reads a little like cheating on the part of the customer that wants to feel like a saint whilst getting those in vogue boating shoes. Well, actually I don’t think it is.

I think ecommerce and philanthropy are a natural fit, allowing customers to give something back simply by making the right choices.

In this post, I’ll be listing eight buy-to-give ecommerce companies and explaining why I think this movement might fundamentally change company culture.


Top three lessons for success from TOMS CEO Blake Mycoskie

At the Footwear News Summit today in New York, Blake Mycoskie took to the stage to speak about TOMS shoes and his top three tips for success.

The idea of TOMS came after Mycoskie went on vacation to Argentina and saw that children there were in need of shoes and in fact, couldn't go to school without them. He thought he'd sell shoes where every pair a customer bought, a pair of shoes would go to one of the children in the village he visited.

That was all TOMS was meant to do.