In Toms' Shoes: Start-Ups Copy 'One-for-One' Model

Businesses following Toms Shoes' so-called "one-for-one" giving model are pinning their hopes on consumers' consciences, saying the strategy can benefit more than just people in need by being an effective marketing tool. Eighty percent of 1,057 U.S. adults surveyed in July said they'd favor a brand that's associated with a good cause over another that's similar in price and quality, according to Cone LLC, a strategy and communications agency in Boston. And 19% said they would switch to a more expensive brand to support a cause.