With everything that is happening in the world today, it is nice to see that others are using their products to direct consumers’ attention to things other than America’s economy. Some companies have created a brand based on helping those in need. This trend has been one that can actually make a difference in the world we live in. These companies are using their consumers’ ethos to make them feel as though they are doing the right thing by buying certain products. This marketing tactic has proven to be a successful one because two brands especially have become increasingly popular throughout their mission to help those who truly need it.
If you haven’t heard of TOMS, you aren’t in with the latest trends. Here on the campus of UNCW especially, TOMS are almost as big of a hit as Rainbows. Not only do they look amazing and feel great, the TOMS brand is all about giving back. For every pair of TOMS sold, the company donates a pair of their shoes to people in need. The TOMS brand started back in 2006 with the creator’s trip to Argentina, where he saw first hand how many children had no shoes to protect their feet. This is not only true in Argentina, but in many other developing countries where children grow up barefoot. The TOMS brand slogan is ONE FOR ONE and is making a major impact on the trend of helping those in need.
Chegg is a resource that hundreds of thousands of students utilize around the world to rent or buy textbooks to save money. One of Chegg’s incentives for students to rent or buy textbooks from their company is their philanthropic marketing strategy. Chegg markets to their consumers that with their support, Chegg can plant trees around the world. Today, Chegg has planted over five million trees with their partnership with American Forest Global ReLeaf Foundation. As stated on Chegg’s website these trees are planted worldwide to, “help regenerate areas damaged by wildfire, strengthen River Bounds, and restore wildlife habitats.” In 2011, 175,000 trees were planted in Pondicherry, India, 40,500 trees were planted in Colorado and 700,000 trees were planted in Florida, just to name a few. Chegg inspires students to be a catalyst for change around the world. When their consumers purchase their textbooks through Chegg they can make a difference in the world by improving the environment.
-Kelsey Bendig, Andrea Blanton, Brooke Keller, Brian Burch