“I’m running a business, not a charity!” How many times have you heard this? How many times have you said this yourself? But maybe you judge a book by its cover. Helping those in need and responsibility for the planet could be really profitable. And it’s not about CSR or ethical standards in production or scams, but about companies that carry out mission, conducted usually by NGOs. They are more efficient than non-profits … and actually make money! Read amazing stories of people, who found their business niche while serving others.
TOMS Shoes – helping barefooted children
When Blake Mycoskie went to Argentine, he saw a lot of poor, barefooted children. Through broken and dirty skin on their feet bacteria were getting in, causing a lot of diseases and blocking healing from previous ones. How can it be possible in 21th century, wondered Mycoskie, when the problem could be so easily solved – with shoes.
When you can’t establish a foundation, set up a start-up
He really wanted to do something. Firstly he considered establishing a foundation, but he realized that it would impede systematic support. We would be totally dependent on donations, with no real control over money. Donors come and go, money comes and goes, but how to explain it to suffering children? He needed something else.
Innovative one for one model
So he set up a company producing and selling shoes, inspired by traditional Argentinian footwear. For each pair purchased he send one pair to Argentinian child. Buying a shoes, customer buys one pair for himself and one pair for someone in need.
Empathy as trend
Shoes became iconic and fashionable. Mycoskie turned empathy into profitable trend. His start-up achieved great success: both financially and symbolically.
PS. Take a look at TOMS Shoes website – it’s beautiful and shows how to use brand story in communication.
ZOO jeans – helping animals
How to help animals in the zoo? One can launch a banner campaign with suggestive photos, addressing viewer’s sense of guilt, but what would it bring? People would just look, feel sad… and that’s all. “I’m not responsible for all suffer in the world”, they would mumble over their breath and turn away, never to think about that again.
The only jeans in the world designed by dangerous animals
Therefore Zoo activists concerned about fate of their dependents got another idea and established a fashion brand ZOO Jeans, which offers jeans torn by wild animals living in the zoo.
They simply take some denim, wrap animal toys (like old tires or rubber balls) in it and give toys back to animals. They gnaw and claw at their toys.
Source: http://zoo-jeans.com/#zoo_jeans_gallery
Originality and unique story
Each item is original, with its own marks, so jeans make customers happy in two ways: with interesting story behind and with satisfying moral sense of duty. All in one pair! And isn’t the tagline “The only jeans in the world designed by dangerous animals” wonderful?
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