The Business of Giving (SXSWi Keynote Wrap-Up)
As a social responsibility enthusiast, I was engaged and inspired by TOMS Shoes founder Blake Mycoskie’s keynote earlier today at SXSWi.
If you know the TOMS Shoes story, you know the company gives a new pair of shoes to a child in need for every pair purchased. They call it the “One for One Movement,” and it illustrates the kind of strategic corporate social responsibility that truly can be admired. After all, giving attracts and retains customers, employees, and partners.
It’s this foundation of values that can spur sustainable business success. It just has to be executed irreproachably.
Interestingly enough, Mycoskie announced today that on June 7th of this year, TOMS will make a huge announcement that will change them from a shoe company to a “One for One” company. TOMS has figured out how to create sustainable business - and social success - with shoes, and now they’re working to replicate it once again.
Innovation, as it is, can come in all shapes and sizes. We talk a lot about innovation in technology and business, but I see true beauty (and business value) when organizations and people can find ways to seamlessly integrate that sort of innovation with social innovation.
After all the strategic competitive advantage of corporate philanthropy is not a new concept, but these new organizational iterations, where social responsibility is integrated from head-to-toe, certainly present some structural ideas to consider.
