hide

Read Next

Interview with Paulo Ribeiro - E-Commerce in Brazil

On The 4 Hour Struggle

Paulo Ribeiro is a Brazilian entrepreneur, writer and avid reader. I have know him for a little over a year. In that time, he has become one of the most well-connected Brazilian bloggers; especially within the English-speaking blogging community. 

Many economists believe that, despite the worldwide recession, Brazil, the 5th most populated country in the world, is thriving.

American money has been pouring into the Brazilian E-Commerce Market:

-Quinstreet is a publicly traded educational lead company out of the US. They opened an office in Sao Paulo, Brazil

-Descomplica is Brazilan SAT type education provider that Peter Thiel invested in.

Socially Conscious Companies

On Boredom At Its Worst

Stumbling through Whole Foods, I saw a pair of shoes I really liked. Now I had previously laughed at the idea of people buying shoes at Whole Foods, but for some reason I was really attracted to this pair of shoes from a brand called FreeWaters. I looked it up that night and found out it's so small / new that it doesn't even have a Wikipedia page.

Now the reason Whole Foods sells it (or at least the reason I believe so) is that it has a social mission: to provide clean water throughout the world. For every pair that FreeWaters sells, one individual will be able to drink clean water for a year. Now I was mainly attracted by the style of the shoe, but their mission gave me the final edge to go ahead and buy the shoes.

This "social responsibility" of companies has been popularized by TOMS, the other shoe vendor you will find at Whole Foods (the only grocery store I know that will sell shoes but not Cinnamon Toast Crunch). For every purchase of a TOMS pair of shoes, the company pledges to donate one pair of shoes to someone who needs them.

TOMS shoes have surged in popularity. Almost every single girl I know has a pair, and so do some guys. In my opinion, without the social mission, the company would have not been able to see the success it sees. The marketing the company has done has been phenomenal. It truly is a win-win. The shoes by itself are a tad pricey (for the minimal nature of the shoe), but consumers feel justified when they know their efforts are going to help out someone in need. And plus, the shoes are significantly cheaper than let's say the new Nike Free Run. When debating whether to buy the Nike Free Run or TOMS for a new pair of casual shoes, the TOMS are cheaper and make the consumer feel good about themselves.

Rendering New Theme...