Toms is leaving behind their “one-for-one model” and rebranding to reach Gen Z. Known for their “charitable one-for-one business model,” the shoe company is changing course and no longer giving away a pair of shoes for each pair purchased. To reach Gen Z shoppers and align with their values, they will instead be donating one-third of annual net profits to grassroot organizations and focus on three pillars: supporting mental health, ending gun violence, and creating access to work and educational opportunities for minority groups. They’re also teaming up with organizations like Brave Tails, which is dedicated to creating future LGBTQ+ leaders, and Cities United, which reduces homicide and shootings among young Black men. According to the company, their marketing strategy is focus “is driven by young consumers’ connection to hyper-local communities.” (Glossy, Bloomberg)
