Toms' Updated One-for-One Model Introduces 'Stand for Tomorrow'
Laura McQuarrie — May 8, 2019 — Social Good
References: toms & fastcompany
Toms was one of the first businesses to pioneer the one-for-one model by giving away a pair of shoes for every one sold—now, the company is updating its model with Stand for Tomorrow. Since its launch in 2006, Toms has shared millions of shoes with people and now, customers are being given more of a chance to support the causes that are closest to their hearts.
With Stand for Tomorrow, those who shop for shoes online or in-store will be given the chance to choose a cause to support. As ever, sharing a pair of Toms will remain an option but now, customers also have the chance to use their purchases to affect change in other areas pertaining to ending gun violence, providing access to safe water, mental health, equality and more.
With Stand for Tomorrow, those who shop for shoes online or in-store will be given the chance to choose a cause to support. As ever, sharing a pair of Toms will remain an option but now, customers also have the chance to use their purchases to affect change in other areas pertaining to ending gun violence, providing access to safe water, mental health, equality and more.
Trend Themes
1. Impact-based Footwear - The increasing demand for social and environmental responsibility in business operations can encourage companies to implement impact-based footwear initiatives and expand their market.
2. Personalization in Social Responsibility - Allowing consumers to choose the causes they want to support can personalize their shopping experience and drive engagement and loyalty.
3. Cause-based Marketing - Marketing strategies that focus on social and environmental causes can attract consumers who prioritize making a positive impact with their purchases.
Industry Implications
1. Footwear - Footwear companies can address the social and environmental concerns of consumers and differentiate themselves through impact-based initiatives.
2. Retail - Retailers can draw in socially responsible consumers by offering products and services that contribute to causes that align with their values.
3. Marketing - Marketing agencies can design and implement campaigns that communicate their clients' social and environmental impact and align with their target markets' values and beliefs.
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