The Connection Magazine AIM MUTUAL Spring 2020 | Page 10

PROFIT + PURPOSE
DOUBLE OR even triple bottom line
companies. Most people are familiar
with them thanks to the TOMS shoes
phenomenon. The buy one, give one
business model that does well and does
social good at the same time. For each
pair of shoes you buy, TOMS gives a pair
to someone in need. The new BOGO –
exchange get for give.
Secretly, I can’t say I’m in absolute love
with the actual shoe design, but I do love
them and proudly buy the shoes because
it makes me feel good to support the
company. And let’s be honest – it’s a pride
thing to flaunt your “giveback-ness” on our
feet. Vibrant conversations with complete
strangers have been sparked due to the
charitable tokens on my toes. Then there
are Warby Parker glasses. Even better,
they’re on your face versus your feet. They
make for great first impressions – hello
giving, caring bright eyes, nice to meet you.
Wink.
So, What’s Next? How Can We Continue
To Innovate This “Do Good, Do Well”
Economic Model In Order To Use Business
As A Lever For Changing The World? I Spy
An Answer To This Question.
Before you start your company or nonprofit,
please consider this option. (Or at
least read the bullet points below. I won’t
be offended if you skim or skip to the magic
bullets. I actually think in bullet points so
more power to you.)
I’ve come across a few companies that
have taken the “for profit, for purpose” one
step further. They’re integrating a solution
to a social problem into the product. For
example, ArtLifting helps the homeless
and disabled sell their artwork so they
can put a roof over their heads. Brilliant
concept given the problem and solution are
so tightly integrated into the company’s
sellable product. The challenge has become
the core component of the company
and solution. Research has shown these
homeless artists don’t want to be charity
cases, they don’t want handouts. They just
want an opportunity to change their lives.
Having a job restores their dignity.
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