By Michael Baldwin
Companies are always looking for a way to keep their profits on the rise while exploring current trends. The shoe company known as TOMS has hit it right on the mark with their “one for one” campaign.
The “one for one” campaign states that, for every pair of shoes TOMS sells, they will give a pair of the same shoes to a child in need. However, don’t be fooled. TOMS is a for-profit company. Just like most for-profit companies, they must outsell the competition. While they may not put Nike out of business anytime soon, they may put local shoemakers in foreign countries out of business. By giving out free shoes, they are removing the need for people to buy shoes from the local families who have made shoes in those towns for decades. Why buy them when you are going to get them for free?
This destabilizes the local economy, which is never good for a developing economy. In addition, I believe the “one for one” is just a clever marketing scheme. I’m not saying I don’t think they are giving needy children the shoes. I just feel like they do it only to help the sales of their shoes.
This style of shoes has existed for centuries in other countries. But as soon as TOMS came up with the idea of the “one for one” campaign, these shoes start flying off the shelves. According to the TOMS website, they donate shoes to over 23 countries, ranging from Argentina to Zambia. Are shoes what these kids really need?
TOMS donates to countries like Ethiopia, Uganda and Rwanda, all of which deal with crippling starvation, genocide, and the use of children as soldiers. Children in these countries need education, clean drinking water, even safety. These children need more than shoes that offer neither ankle nor arch support. Not only is TOMS not helping solve real problems, they are also trying to solve it with poorly made footwear.
Malaria is a disease mainly contracted by mosquitoes. According to the World Health Organization, malaria kills a child in Africa every 45 seconds. This is not from a lack of shoes. Real charities such as Nothing but Nets offer a real solution to the problem, by donating bed nets to help protect men, women and children as they sleep. This is an example of people who are really trying to help. All you need to help actually save a life through Nothing but Nets is $10. What do you get in return? Nothing. That’s right – all you get is the feeling of knowing that you actually helped someone. Unfortunately, TOMS will far surpass the donations of Nothing but Nets, because people get shoes out of the deal.
There used to be a time when people helped others because it actually made a real difference and made them feel good. Now people only want to help if it somehow benefits them, or gives them something to show off. People have lost the ability to care for others. No one wants to take the time out of their day to help. Gone are the days when people would actually lend a helping hand. Today, if you’re doing community service, it’s either for a Greek organization or court ordered.
You are not a bad person if you wear TOMS. However, if you prance around in them like you are the all important savior of humanity because you bought some terribly overpriced canvas attached to a piece of foam, I might have a different feeling altogether. I’m not sure actual problems are being solved by your purchase of shoes that simply make you believe you’re saving the world.
