Many teenagers have been swept up in the phenomenon of wearing shoes that mimic fabric bandages being wrapped around their feet, otherwise known as TOMS shoes – shoes that are fragile and cheaply crafted. So why are teenagers so keen on paying big bucks for such hideous shoes? The answer is simple: TOMS has made “Social Responsibility” a key attribute in their company’s mission statement, which has psychologically lured consumers to buy into their brand. Today I will explore the ethical debate of the company’s “notion of giving” – whether their altruistic intentions are for the sake of relieving child sufferage, or merely a cruel marketing scheme.
TOMS slogan is “Giving is what fuels us”. For every pair purchased, a 2nd pair is donated to an under-privileged child. I commend TOMS for their generosity; however, I question the ethics behind their noble intentions. Maslow’s Hierarchy of Needs emphasizes the importance of self-actualization (which includes morality/ethics) as a higher level of human needs. Now the question lies, is TOMS ultimately exploiting our natural human needs of being “do-gooders” to buy into their brand? And if that’s the case, is it ethical to use charity as a means of boosting your business?
Further Reading: http://deadwildroses.wordpress.com/tag/unethical-toms-shoes
Picture Reference: http://cdn100.iofferphoto.com/img3/item/l_toms-shoes-men-s-flax-canvas-shoes-008-in-box-004b22/034/145/toms-shoes-men-s-flax-canvas-shoes-008-in-box-004b.jpg
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