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Why the concept of One for One makes sense
In my personal view, the One-for-One concept by TOMS really makes sense. It is a tricky move to advertise especially for FMCG products. Based on solid evidence by The Wall Street Journal, when having to make the choice between two similar products, up to 80% consumers will choose the product with a charity tag. Furthermore, about 19% consumers say they will choose the ethical company even the products are more expensive. In fact, TOMS’s shoes are much more expensive, nearly double price to those of other brand. Perhaps if TOMS really sell shoes in general prices, consumers are afraid of (...)