Published on April 20, 2021 at 8:08 p.m.
by Caroline Robinson.
You’ve heard of businesses implementing the “buy-one-get-one” selling strategy, but have you heard of the “get-one-give-one” approach? Many companies choose to give back to communities in need by giving a product or service away with every purchase. This is an excellent way for a company to enhance its image by expressing its desire to strengthen corporate social responsibility. However, you may not even be aware of many brands that give back.
Corporate social responsibility is a self-regulating business model that can take many different forms based on the company’s goods and services. Through various programs, businesses can benefit society by impacting the economy, social atmosphere or environment. These programs often boost sales and improve morale.
The buy-one-give-one method was made widely popular by TOMS Shoes in 2006. The TOMS founder, Blake Mycoskie, established the One for One model. Since then, the company has impacted over 100 million lives using this model.
Now, TOMS has shifted its original business model but continues to make giving back to the community a priority. Today, TOMS commits one-third of all earnings to Grassroots Good. All profits donated to grassroots organizations support and drive progress for the people working to build equity in their low-income neighborhoods.
Smile Squared is a brand that primarily sells toothbrushes, travel pouches and customized journals. Its mantra is “the world needs more smiles,” and it seeks to fulfill this mission by donating its products all over the world. In 2006, the company created Zach’s Bags and Travel Journals to honor a young boy named Zach, who courageously fought brain cancer for years. After sending him on his final wish trip to Walt Disney World, Smile Squared vowed to keep a portion of its revenue to send children facing life-threatening medical conditions on their wish trips.
Warby Parker, a glasses and prescription eyeglasses company known for its “home try-on” experience, also takes pride in giving back to communities in need. However, Warby Parker’s CSR program is not as well-known, since it is difficult to find on its website and rarely promoted. Its “Buy a Pair, Give a Pair” program has allowed the glasses company to donate over eight million pairs of glasses to visually impaired people worldwide.
Since the COVID-19 pandemic, Warby Parker has shifted to distribute health supplies to health care workers and those in need. The company emphasizes corporate social responsibility and has not wavered from keeping it a priority in its business model.
Engaging in corporate social responsibility programs has allowed these companies, among many others, to give back to communities in need while boosting their own morale and reputations.
Are there ways that you can give back to communities in need? Do your part by investing in socially responsible brands because you never know how much of a difference that a pair of shoes, new toothbrushes or pair of glasses can make in someone’s life.