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.
Trend Themes
1. Social Cause Integration - More businesses are integrating social causes into their brand and products to appeal to consumers who want to do their part and contribute to a better world.
2. Sustainable and Ethical Sourcing - Brands are making efforts to source materials and manufacture products in sustainable and ethical ways, appealing to consumers who prioritize the social and environmental impact of their purchases.
3. Biodegradable and Eco-friendly Products - Designers are exploring the use of natural and biodegradable materials to create products that have a minimal impact on the environment and can be easily disposed of.
Industry Implications
1. Fashion and Apparel - Fashion and apparel companies can integrate social causes and sustainable sourcing practices into their product offerings to appeal to conscious consumers.
2. Footwear - Footwear companies can make use of natural and biodegradable materials as well as sustainable sourcing and production practices to create eco-friendly products that resonate with environmentally conscious consumers.
3. Non-profit and Philanthropy - Non-profit and philanthropy organizations can partner with socially conscious brands and companies to raise awareness and funding for social causes they support.
