Philanthropic involvement is now a part of many core business plans. Connecting business to a meaning of greater value can increase positive public image. Buying a pair of Toms shoes lets customers involve themselves in their own sort of philanthropy; once a pair of shoes is bought, another is given to a child in need.
To some, this seems too good to be true. Recent criticisms of the real benefits of Toms shoes donations in giving back to the community have brought the company to the public’s attention for a new reason. According to Mike Montgomery, a contributor to Forbes, “many people in the philanthropy world say that donating shoes might not be the best way to help poor communities; it might even harm them.”
The criticism of the major company has brought up the question of valid philanthropic involvement and ethical standards. Is the company just trying to raise revenue? Are they giving to an authentic cause?
In light of Toms’ ninth anniversary, they conducted a social media campaign where individuals could use the hashtag #withoutshoes and post a picture of their bare feet. Doing so would result in the company making a shoe donation. While Toms has had a strategic and differentiated goal that sets them apart from other companies, it is unofficial whether their cause is truly meaningful.
Toms footwear is appropriately giving shoes to other countries. However, some think they are only doing this to gain a better public image. While it is important to gain a positive image for the public, it can be even more beneficial for societal responsibilities to connect your image to a meaning.
Karin Volo of the Huffington Post said, “knowing your bigger purpose — why you do what you do — and raising it to a purpose that is beneficial to the people and the planet is what gives meaning and significance to the business and the value it brings to the world.”
Toms has made an effort to differentiate its market from others by giving back to communities rather than only making a profit.
Toms may need to re-evaluate their original plan of only donating shoes, as recent studies have shown it could potentially do more harm than good. The overall outlook, however, is that the company is progressing in a direction of doing well. For any business to successfully prosper it takes time, failure and innovation.
Toms footwear has been a leading role model for many businesses. It shows that companies should not only focus on their product, but also the outlook and positive gains that can be made to communities.
As stated on the official Toms website, “In the coming months, we’ll broaden our understanding of our product and their impacts, explore additional sustainable materials and designs and deepen our conversation with our supply chain partners. As we climb the mountain in front of us, we’ll celebrate our success while eyeing that next peak in the distance.”
Toms has only advanced society’s want for philanthropic companies. They are an innovative company that has continued to expand and is consistently looking for new ways to give back. Business is now not only about profit, but also about helping others in the process.