Overall, customers evaluate TOM’s ethical supply chain and charitable causes as “a big
marketing success” (89). Indeed, TOMS understands that customers are more likely to buy
from a company that uses sustainable and responsible business practices. In addition,
customers also like the fact that TOMS do a lot of charitable actions toward the good causes.
According to TOMS’s customer: “we feel passionate by a company that give shoes or glasses
on a poor child”. Thanks to these charitable actions, TOMS has succeeded to create a
direction connection with their customers.
Considering the viewpoints of the critics regarding TOMS’s charity model,
discuss its pros and cons. What type of sustainable charitable causes can TOMS pursue
in the future that will attract more customers to its social marketing efforts?
The cons considering TOMS’s charity model are the following: “the free giving
model of charity does not address deeper causes of poverty, and in fact be inhibits