TOMS - Toms is a Social Enterprise business. They see it as imperative that the company operates responsibly and know that the consumers want to 'buy from a company that works hard integrate sustainable and responsible practices into all that they do.'
What is a social enterprise? A brand with a social mission.
Breakdown - Toms are not only a brand. They focus on the social and environmental impacts that their products have.
5 ways in which they're helping people and communities around the world to succeed.
1. Production - creating jobs by manufacturing and sourcing in the countries where they give back.
2. Social Entrepreneurship - investing in the next generation of entrepreneurs using business to improve lives
3. Investment - Giving Team
4. Program Integration - contributing to community's access to health, education and well-being
5. Product Development - One for One
Initially the company started out by matching every pair of shoes purchased with a pair of new shoes given to a child in need. This was labeled, One for One. Through speaking to Chrissie Elliot who runs workshops on building social enterprises and sharing her experiences, she explained how the strategy of Toms has changed from their initial One for One practice. Initially, the brand saw the good that they were doing by providing children in need with shoes. However, they did not initially realise the implications this would have on the shoe makers in that area. They therefore adapted their strategy and helped provide jobs in the local areas where they were providing shoes.
As TOMS have developed their brand and expanding the products that they provide, they have continued to give back. Since launching their TOMS Eyewear in 2011, they have provided pescription glasses, medican treatment and/or sight saving surgery to those who are unable to provide this for themselves - 'Not only does a purchase help restore sight, it supports sustainable community-based eye care programs, the creation of professional jobs (often for young women), and helps provide basic eye care training to local health volunteers and teachers.'
Patagonia - Worn Wear
'One of the most responsible things we can do as a company is to make high-quality stuff that lasts for years and can be repaired, so you don't have to buy more of it.'
'As individual consumers, the single best thing we can do for the planet is to keep our stuff in use longer.'
Questions raised through investigating the above brands:
- is their claim to being socially responsible a brand strategy?
- Is it a brand strategy used to make the brand more appealing? Or is to ensure that their brand is giving back to the community for the right reasons?
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