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