In 2006, Toms Shoes launched their brand with the platform of helping people in third world countries. Toms marketed the idea that if you buy a pair of their shoes you are helping provide a pair of shoes for someone in need. Consumers ate this up. This “do good” platform sold millions of shoes. It leaves people to wonder if consumers were attracted to the shoes or the marketing of the brand.
Nowadays, Toms doesn’t have nearly the attraction it did in 2006. However, shoe brands are still promoting their products with this similar “do good” platform. Whether they are vegan, cruelty-free, recyclable, fair trade, or any other environmentally friendly buzz word, people are attracted to these types of products.
These shoes are not inexpensive or easy to get, as many of them are only sold online and run out of stock quickly. Millennials are an extremely conscious generation whether that be socially, environmentally, or politically. So it really boils down to if these millennial consumers are seeking a quality shoe or a brand that does more.
Two companies that are cashing in on being environmentally conscious are Rothy’s and Allbirds. These companies focus on their materials and direct-to-consumer approach. The shoes appeal to a wide variety of consumers because of their environmentally conscious production. As well, consumers know the shoes will be high quality because of the direct-to-consumer business model that ensures high standards through consistency.
- Rothy’s
- Based in San Francisco
- Direct-to-Consumer approach
- Made from 100% recycled plastic water bottles & post-consumer recycled materials
- Allbirds
- Based in San Francisco
- Direct-to-Consumer approach
- Environmentally friendly footwear
- Made with all natural materials
- The world’s most comfortable shoes
Other companies such as Everlane and Able are marketing their shoes on an ethical stance. Both brands tout their products as being ethically sourced and fair trade. They are not only making high quality shoes but making a difference in the world.
- Everlane
- Based in San Francisco & New York
- Transparent Pricing
- Direct relationships with factories
- Ethically Sourced
- Interactive map to see exactly where your shoes are coming from
- Able
- Based in Nashville
- Produced by female artisans in Peru and growing globally
- Provide fair labor practices for women in struggling areas
These brands have something special, they are not just another shoe brand to consumers.
They are a message.
They take a stand.
They believe in something bigger.
These are the messages that drive their advertising. They highlight the product, but they are emphasizing what differentiates these shoes from anything else on the market, and it is working.
This marketing platform is working because millennials are willing to spend the extra money on high quality, consciously made products. Younger generations are looking for ways to help the environment in their everyday life. A simple shoe purchase is something simple that they can feel good about.
Sustainability marketing goes way past shoe brands. Clothing, cosmetics, paper goods, and pretty much everything product you can think of has an environmentally conscious alternative, and consumers are on the lookout for these types of products.