Steve Madden has teamed up with social impact commerce platform ShoppingGives to roll out charitable giving initiatives across its portfolio of labels, beginning with footwear brands Greats and Dolce Vita.
Consumers, especially those hailing from younger generations, are increasingly cause-minded. In fact, research from 5W Public Relations found that 71% of consumers now prefer to buy from brands that are aligned with their values, and political and social considerations are becoming an important factor in purchase decisions.
The ShoppingGives solution integrates into a brand’s current sales ecosystem, allowing consumers to shop as they normally would and then choose a cause to which a portion of the sale will be donated. In addition to the PR boost, brands also get data insights into the causes their customers are selecting, which can help inform their CSR (corporate social responsibility) investments and initiatives. Other ShoppingGives clients include Kenneth Cole, Natori, White + Warren, Huron and Neighborhood Goods.
ShoppingGives also has launched its first Impact Fund in partnership with Greats — the #GreatsDoingGreat Impact Fund — which features a customized portfolio of charities in a specific interest area, in this case environmental and sustainable development. Donations will be split among the charities selected for the Greats Impact Fund, or customers can designate their donation go to a specific charity in the fund.