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Cause Marketing Trend: TOMS Shoes. Jenna Radmer , Kat Thornsen , & Molly Mckinlay. How Did It Begin?. Companies such as American Express and Marriott teamed with philanthropic causes. Marriott and the March of Dimes (1976)
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Cause Marketing Trend:TOMS Shoes Jenna Radmer, Kat Thornsen, & Molly Mckinlay
How Did It Begin? • Companies such as American Express and Marriott teamed with philanthropic causes. • Marriott and the March of Dimes (1976) • American Express and the Statue of Liberty Restoration Project (1983) • Focus shifted from companies teaming up with causes to companies creating their own philanthropic efforts. The most well-known of these companies is TOMS Shoes.
Sustainable Shoes That Give Back TOMS started its One For One Campaign in 2006- for every pair of shoes purchased, a pair is donated to a child in need. Additionally, all styles of these shoes are environmentally friendly and made of organic materials. To date: over 10 million pairs of shoes have been donated through this campaign.
Why Should We Adopt? • Environmentally conscious • Appeals to the social consciousness of consumers • Profits those less fortunate
Subsequent Fashion Trends(Trickled up from community) • Other cause marketing product lines/knock-offs: • TOMS glasses • BOBS shoes (by Sketchers) • Other sustainable products: Organic and vegan-friendly product lines
Sources: • http://www.toms.com/our-movement/l#how-toms-give-shoes • http://calgaryphilanthropy.blogspot.com/2013/06/toms-cause-related-marketing-that-works.html