Socially conscious businesses have considered the one-for-one giving model the
“CSR go-to” since the early 2000s when it was introduced. The idea was simple:
Companies pledged that for every product sold, they would also donate the same
product to someone in need. For both the brand image and the finances of the
company, the concept was effective because it bakes social initiative into the
business model, which helped the company build a larger and more loyal customer
base. Consumers of these products feel good knowing that they’re not just
purchasing a pair of shoes for themselves, they are also purchasing them for
someone across the world.
But there are unintended consequences to this giving model — because the “give”
is not always determined by the need, but instead by Western perceptions of
demand. For example, pushback came from shoemakers in Africa that were
unexpectedly put out of business because of the influx of free
shoes.
Companies invested, and continue to invest in, consumer demand over social
impact.
Consequently, one-for-one product donations often do little to address the root
causes of poverty or illness; donations can be out of alignment with what those
who are on the receiving end of the giving actually need. It’s time to go
further than simply donating eyeglasses to the
poor
— who often don’t have access to a doctor for exams, medications and/or the
prescription lenses that need to go into the donated frames. Many companies,
including
Toms
— which popularized the one-for-one model — have already shifted their
philanthropic strategies to take a more holistic approach.
Eyeglasses.com, for example, has recently launched
a brand of charitable eyeglasses and sunglasses that aims to cure blindness
caused by cataracts in people in need. For each pair of Pi
Wear™ round-rim eyeglasses or sunglasses
purchased, Eyeglasses.com pays for one eye surgery in rural India that cures
blindness caused by cataracts, helping to transform lives for generations by
opening doors to education and work opportunities for the poor.
Three-quarters of adults in the US and 91 percent of people over 55 worldwide
wear eyeglasses, resulting in a $26 billion industry. The capacity to create
change here is enormous. But in order to maximize impact, corporations need to
be putting money into solving the root of the problem, rather than offering an
oftentimes unwelcome or ineffective band aid. Ideally, Western companies should
adopt an attitude of Ask First, Give Second. We’d all benefit if we empowered
those who will receive the donations to determine what they need most, rather
than making that decision for them.
Since its conception in 2019, Eyeglasses.com has paid for 700 surgeries to cure
people of blindness. This positive impact is undeniable, since restoring
someone’s sight opens up innumerable doors to them in their family life and
career. Unlike with product donations, you can trust that a surgery is making an
impact.
Corporate social responsibility has come a long way. It was once applauded when
companies gave anything back at all; but, with more companies becoming
“conscious,” we are seeing a movement toward corporate giving that has
meaningful, systemic impact. This is progress and should be celebrated. It’s
time for more businesses to be thoughtful and selective about where and how they
invest their social initiatives.
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Mark Agnew is the founder of Eyeglasses.com and the creator of its new brand, Pi Wear — a charitable brand of round, full-rim eyeglasses and sunglasses that was designed to transform the conscious eyewear industry.
Published Sep 30, 2019 11am EDT / 8am PDT / 4pm BST / 5pm CEST