So if a brand’s success lies in the extent to which its employees believe it is doing good, does it follow that brands such as Patagonia and TOMS, who put their genuine concern for the environment or disadvantaged communities at the centre of their values and marketing, have a joyful workforce?
TOMS, the global shoe brand that gives one pair of shoes to a child in need for every pair of shoes bought, has led the rise of social impact brands. The company’s mission statement focuses on improving lives and improving communities. TOMS founder and ‘Chief Shoe Giver’, Blake Mycoskie, told The Guardian that by having a social mission, they attract a certain type of employee that is drawn to working for a good cause and “We have a culture of entrepreneurial thinkers, driven leaders and creative problem-solvers.” Mycoskie told Inc how he has invested in employee wellbeing and has nurtured a company culture of sharing ideas, employee participation in charitable projects and employing like-minded people who enjoy the social mission.