Toms Social Entrepreneurship

Blake Mycoskie created of TOMS has revolutionized the concept and the ways to do business, contradicting the old business model that focuses on maximizing profit, but does not contribute to social changes. TOMS is a role model company that merges the elements of business with philanthropy, and a great example that businesses can do beyond than contribute to changes in the society from outside, but can become the agent of social changes themselves. In fact, Blake’s idea to sell shoes and give one to needy barefoot children, it is a masterpiece strategy originated from the fusion of his mind and heart. I personally define Blake Mycoskie as a “Marketer Alchemist” that is able to make a marketing essence based on giving and spread it out into the marketplace, attracting millions of adopters.  For that reason, Blake’s business model goes beyond than help a good social cause, but it is a social business movement that is committed in making ways to impact society by doing business. It is a movement that shows that businesses are not only part of the solution, but they are the solution themselves for many of our social issues.

Interestingly, Blake’s business model does not follow the traditional “For-Profit” neither the “Non-Profit” models, but he adopted a whole new model: the “Not-Only-for-Profit” business concepts that aligns the business purposes with the needs for changes within society. While the “For-profit” business requires competitiveness to sustain its market share, and the “Non-Profit” model struggles to get funds in order to survive, his model combines the two concepts in one, making it sustainable and profitable. In fact, there is a cause and effect relation on it, which Blake might had thought: “If I make consumers aware of the greater purpose my business is about and join me on this purpose, I will give shoes to needy children as much as I will profit from it.”^[1] This new movement shows that the purpose of business, which is to make profit, can be sustainable while making a great impact in the society. If the majority of businesses start to develop similar models like TOMS’s model the positive impact within society will be astonished.

TOMS story is powerful, compelling and inspiring to the extent in which creates a strong emotional connection between consumers to social issues. It is a story that teaches humans how to care about others, and hits the center of peoples’ hearts.  The movement created around the story of buying a pair of shoes giving one for a needy child, it is a strong appeal for consumers to be engaged, empathetic to the social reality that many of us ignore. It compels consumers to take an initiative towards social issues by purchasing TOMS’s shoes and eyeglasses, building up in the consumers’ heart and mind a sense that they are part of the solution a social issue. This concept is alluring to a large number of consumers who look to make their purchase meaningful and socially-conscious.