You’re familiar with the model that we’re talking about today. You buy something, and with your purchase, something—whether an item or money—is donated to a person or organization. Buy one, give one. Perhaps the most recognizable (unfortunately, and we’ll get to why) example of this is TOMS. You buy a pair of shoes, and they give a pair of shoes to someone in need. But what if who you’re giving the shoes to didn’t ask for this help?
In today’s episode, we’re sharing three examples of buy one, give one corporate philanthropy. We’re going into how each philanthropic concept came about, how this model can have negative effects, and ways to approach the model that are more helpful to those in need. TOMS is not the shining example of this model that people may think it is, and you’ll learn all about that in this episode, as well as about two companies, Warby Parker and Bombas, who have better transparency and mission behind their models.
We as consumers can better educate ourselves on where our money is truly going and demand transparency from companies with a giving back element to their business. Make sure that the buy one, give one is coming from a true need, and not a white savior mentality.
What’s in this episode:
- [05:21] Understanding buy one, give one philanthropy and cause marketing
- [08:03] How Toms (shoes) was built on cultural appropriation and actually has negative impacts on the countries it “serves”
- [17:05] How Warby Parker (glasses) has done a better job of transparency with their model and actually working with organizations on the ground in the places that they serve
- [20:25] How Bombas (socks) started their organization out of a need they recognized (rather than a sock company with a marketing ploy) and how they’re not as overt about their buy one, give one philanthropy
- [28:10] The implications of this kind of corporate philanthropy, and how consumers can continue to demand transparency
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Resources Mentioned
Buying TOMS shoes is a terrible way to help poor people (Vox)
Who is Blake MyCoskie (Entrepreneur)
The Rise and Fall of Buy One Give One Model at TOMS (Forbes)
Shoeing the Children: The Impact of the TOMS Shoe Donation Program in Rural El Salvador (WorldBank Group)
The Alpargarta: Everyman’s Shoe of Argentina
Warby Parker – Buy a Pair Give A Pair
Vision Spring (Warby Parker partner)
The Bomas Story (Work Human)
Can Bombas reach new Customers while Maintaining Its Social Mission (HBRPodcast)
A big thanks to our sponsors for this episode on year-end giving: Brittny Wilson Consulting and Mission Launch, and to Jake Walker Music for our theme song!