Taking Corporate Philanthropy a Step Further
Progressive companies make supporting social causes a fundamental part of doing business.
Since its inception in 2006, global shoe brand TOMS has catapulted into the mass culture with its simple ‘One-for-One’ slogan and unique business model that turns shopping into an act of philanthropy.
The formula has been working—by 2010, over a million pairs of new shoes had been donated to children in the developing world—and in 2011 the company launched an eyewear line with proceeds funding medical treatment, eye surgeries, and prescription glasses for the needy.
Not one to rest on its laurels, the brand has continued to push the envelope by recently commissioning 30 local Haitian artists to design hand-painted, one-of-a-kind collections of TOMS shoes. TOMS Haiti Artist Collective produces original, affordable and collectible wearable art for a broad, socially conscious market. The intention is to celebrate and support the vibrant Haitian culture while generating a long term, self-sustaining business model for artists in one of the world’s highest unemployment regions.
Given TOMS’ enormous success with ‘caring capitalism’, why aren’t more companies weaving philanthropy into their corporate DNA?