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Finding Your Credit Union's Identity

Companies that give set up strong identities for themselves - identities that could be used in the credit union community.

By Tahira Hayes | Updated on July 28, 2017

If you’ve heard of TOMS shoes, chances are you know about the company’s corporate giving program. The popular, casual canvas shoes are worn by a variety of people from children to adults. But what people most often remember about TOMS is not just the style of the shoe, but the company’s one for one policy – for every shoe you purchase, TOMS gives a pair of shoes to a child in need. The company’s brand is so intrinsically tied into its corporate giving that any time I’ve heard anyone talk about TOMS shoes, a comment about the company’s giving program always follows.

A company’s corporate giving can often be a huge driver in selecting its products. A June 2017 article in Forbes said, “Caring about the world around them is what drives millennial consumers to choose socially responsible companies like Toms Shoes … And they don’t abandon these ideals when they walk into their offices. A recent study by Sacunas found that 80% of millennial business buyers say that the environmental, social and philanthropic efforts of potential vendors are important factors in their consideration.”

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Tahira Hayes

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