The TOMS guide to 'conscious marketing'

Matthew Carlton

'Conscious marketing' entails building a business with a higher purpose that can deliver both sustainability and profitability, something that footwear brand TOMS has achieved in a relatively short period.

With a strong social identity at its core, TOMS has become one of the world’s most admired brands despite having only been around for 12 years.

Every time a consumer purchases a pair of shoes from TOMS, the brand provides a pair of shoes to an impoverished child. It has also expanded into other categories, including eyewear – when its sells a product in this category part of the profit goes towards saving or restoring eyesight for people in developing countries – and coffee – using sales to provide 140 litres of safe water, equal to a one week supply,...

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