The Buy 1 Give 1 Movement
Alejandro Moschella
It is no secret that companies benefit from practicing corporate social responsibility (CSR). Benefits from having a successful CSR program include tax incentives, improved company image, community development, long-term plan support, increased employee motivation and more. There is also the obvious reason which is to simply to help the community. One way that a few companies are doing this is by implementing a “Buy One, Give One” or B1G1 program. This means that for every sale of one of their products, they will donate one of their products to a person in need.
Companies have implemented B1G1 in different ways. Some will simply donate one of their products to an organization they have established. Some businesses donate more than one. For example: SyncedSmiles donates ten toothbrushes for every one sold. A different approach is done by Dog for Dog, a company that donates dog food to local shelters pound for pound that is sold to consumers. Other companies that don’t sell products that would benefit people in need simply donate a fixed amount of money for every product sold. No matter the approach each of these businesses are ultimately helping people (or animals) in need.
Indeed, many organizations that practice B1G1 don’t do it for the profits. But, a few companies have proven that it can be a profitable business strategy. The two most successful companies to implement this business model are TOMS and Warby Parker. TOMS is probably the most well known company in the B1G1 movement. Since 2006, TOMS has been donating a pair of their alpargata-style shoes for every pair sold. Not only has TOMS donated millions of shoes, they have also become an incredibly profitable company. Warby Parker has seen similar success donating a pair of glasses every time they sell one of their products.
Hopefully the B1G1 business model will keep gaining popularity. Entrepreneurs should consider integrating the concept in their future ventures and consumers should consider buying and supporting companies who use it.
Some of my favorite B1G1 companies are:
Dog for Dog: Donates dog food to dog shelters http://www.dogfordog.com/
Warby Parker: Donates glasses to people who can’t afford them https://www.warbyparker.com
One World Play Project: Donates a soccer ball that never goes flat to kids in Africa and Latin America http://www.oneworldplayproject.com/
Toms: Donates a pair of shoes to people in developing countries http://www.toms.com/
Roma Boots: Donate rain boots to children in need http://romaboots.com/
Companies have implemented B1G1 in different ways. Some will simply donate one of their products to an organization they have established. Some businesses donate more than one. For example: SyncedSmiles donates ten toothbrushes for every one sold. A different approach is done by Dog for Dog, a company that donates dog food to local shelters pound for pound that is sold to consumers. Other companies that don’t sell products that would benefit people in need simply donate a fixed amount of money for every product sold. No matter the approach each of these businesses are ultimately helping people (or animals) in need.
Indeed, many organizations that practice B1G1 don’t do it for the profits. But, a few companies have proven that it can be a profitable business strategy. The two most successful companies to implement this business model are TOMS and Warby Parker. TOMS is probably the most well known company in the B1G1 movement. Since 2006, TOMS has been donating a pair of their alpargata-style shoes for every pair sold. Not only has TOMS donated millions of shoes, they have also become an incredibly profitable company. Warby Parker has seen similar success donating a pair of glasses every time they sell one of their products.
Hopefully the B1G1 business model will keep gaining popularity. Entrepreneurs should consider integrating the concept in their future ventures and consumers should consider buying and supporting companies who use it.
Some of my favorite B1G1 companies are:
Dog for Dog: Donates dog food to dog shelters http://www.dogfordog.com/
Warby Parker: Donates glasses to people who can’t afford them https://www.warbyparker.com
One World Play Project: Donates a soccer ball that never goes flat to kids in Africa and Latin America http://www.oneworldplayproject.com/
Toms: Donates a pair of shoes to people in developing countries http://www.toms.com/
Roma Boots: Donate rain boots to children in need http://romaboots.com/