Cause-driven footwear gives consumers an easy way to show they care
Implications - When a brand like TOMS dedicates itself to social causes—and extensively markets its efforts—it’s easy for consumers to fall in step with the brand’s message and purchase those products over others. More people want to do their part—and they want others to see them doing it, especially if it’s something as simple as wearing the right shoes. Being the brand that consumers associate with social causes ultimately adds to the bottom line, making “social washing” a nonissue when it comes to luring more customers.
