While I was on the subject of eco-friendly and socially responsible shoes I thought I'd mention the brand Tom's Shoes. The concept behind TOMS is that for every shoe you buy, they will give a pair of TOMS shoes to a needy child in Argentina.
At first glance I thought, what a great idea. But something just doesn't sit right. It's always hard to criticise someone doing charity work. Please hear me through...
From the website and 'tear-jerking' video it seems like the whole basis of the label is to be a charitable one. It really feels like the money you spend on the shoes goes to help needy kids. The idea being that you can accept paying US$38 for a crappy looking shoe that costs about US$4 to make, because you are doing a great thing for society.
What is really happening though? You spend $38 and feel warm and fuzzy. TOMS gives a child a pair of shoes that cost $4 and pockets $30 profit.
Firstly I think the impoverished children depicted in the video could better use food and medicine rather than a pair of shoes. Secondly I think companies that flash around their charitable exploits as marketing material are using a crass ploy. In the case of TOMS it really looks like a diversion.
The question is, would as many people buy a pair of cheap and flimsy shoes for US$38 if TOMS quietly donated $4 to a professional aid organisation? My guess is no. Would the unfortunate children receive a more meaningful benefit? I suspect so.
What do you think?
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