The Facts: A one to one business plan (Tom’s), gives one pair of shoes to someone in need for every pair bought. This one to one business plan has gained a large amount of popularity within companies in different markets around the world.

The Interesting Part: When overlooking the superficiality of the “one to one” marketing business model, we must actually ask ourselves does it REALLY work?

My Thoughts: Looking from a marketing perspective, Tom’s one to one business plan is excellent. Pulling at consumers heart-string’s while specifically focusing on a segment of caring consumers, the company has “nailed” their look. But if one were to dig just slightly bellow the surface, as many have recently begun to do its clear to see that this isn’t the most effective way of really helping people. A quote in one of our pre readings states: ” Widmer and others say the model can create dependency, sap local initiative, kill demand for local businesses, and make developed world buyers of one-for-one products complacent about taking other action to address social needs.” Which makes complete sense. Providing temporary fixes for countries in need does nothing but pro-long their real development. What may at first seem like a great company, is really a company profiting from a “good image.”

The Solution: Helping countries develop good long-term and sustainable local business will help them flourish in the future. Companies like Sole Rebels is an excellent example of a company which benefits buyers and the company,  which also prompts positive social change. In an age where social change is becoming so valued among consumers, it is important for buyers to promote the right brands so that business can follow suite, and help create positive change.