Innovation

Tom’s revolutionized the idea of business for good by embedding donations for social impact directly into its core operations. Founded in 2006, Tom’s introduced the “One for One®” model, where each shoe purchase funded a pair for a child in need. Over time, facing competitive pressures, Tom’s evolved its strategy. Under Lisa Sullivan’s leadership, the company shifted to prioritize producing stylish, comfortable, and desirable shoes first — with donations for social impact embedded as a natural extension of commercial success.

This innovation ties the brand’s commercial strength directly to its social mission. Today, Tom’s focuses its giving on advancing SDG #3: Good Health and Well-Being, SDG #4: Quality Education, and SDG #10: Reduced Inequalities, emphasizing children's health, education, and mental wellness. By aligning its social impact focus with its youthful brand identity, Tom’s ensures that both business growth and community good are sustainable long-term.

Inspiration

Lisa Sullivan’s leadership path was built not through formal business education, but through resilience, curiosity, and learning by doing. Reflecting on her journey, she shared, “I didn’t know what a businessperson was. I never took a single business class in college.” Her inspiration comes from her firsthand experiences inside businesses where social impact was often an afterthought, compared to Tom’s approach where giving is fundamental.

Lisa was drawn to Tom’s precisely because the company does not treat donations for social impact as a side initiative. She noted, “At other companies, giving was a checkbox. At Tom’s, it’s part of how we make decisions every day.” This commitment to integrating purpose into daily operations — not just marketing — has fueled her passion for building brands that are successful in business and social contribution simultaneously.

Overall impact

Tom’s innovative repositioning has delivered both business and social outcomes. In the short term, focusing on product quality and style has helped Tom’s reengage younger consumers, boosting the brand’s relevance and competitive position. As Lisa Sullivan emphasized, “The more shoes we sell, the more we can give back.” This business-first, purpose-driven model strengthens their ability to fund impactful initiatives supporting SDG #3: Good Health and Well-Being, SDG #4: Quality Education, and SDG #10: Reduced Inequalities.

Long term, the innovation protects Tom’s financial health while amplifying its donations for social impact. The company’s sustained B Corp certification offers external validation of its social and environmental performance. Tom’s renewed focus on supporting children’s education and well-being ensures that the brand’s contributions are both measurable and aligned with its identity of fostering youth empowerment.

Business benefit

Because Tom’s shifted to leading with product excellence and embedding social impact into every sale, the company has revitalized its path toward sustainable growth. Sales have improved by focusing on key consumer priorities — style, comfort, and quality — while maintaining a strong commitment to giving back. This has expanded their reach among younger consumers and strengthened brand loyalty. As Lisa Sullivan put it, “We are a shoe company that gives back.”

Internally, employees feel more energized knowing that their work directly contributes to significant societal change. This has improved employee engagement, satisfaction, and retention. Long-term, this repositioning opens new market opportunities while ensuring that every sale continues to fund programs aligned with SDG #3: Good Health and Well-Being, SDG #4: Quality Education, and SDG #10: Reduced Inequalities. By growing commercial success and social impact together, Tom’s reinforces a resilient and scalable business model.

Social and environmental benefit

Tom’s innovation benefits society by directly connecting commercial success with measurable donations for social impact. Every pair of shoes sold contributes to advancing children’s access to education, mental health resources, and community well-being, aligning the company with SDG #3: Good Health and Well-Being, SDG #4: Quality Education, and SDG #10: Reduced Inequalities. Rather than treating giving as an external activity, Tom’s integrates impact planning into product marketing and brand development.

Tom’s recent pivot back toward supporting children's education and wellness ensures their donations are targeted and transformational. Volunteer partnerships like their work with Venice Family Clinic also provide direct support to underserved communities, combining economic empowerment with physical health initiatives. Their commitment to B Corp principles further guarantees a focus on sustainability and responsible environmental practices. Through this fully integrated approach, Tom’s proves that businesses can create wide-reaching positive effects while achieving strong commercial outcomes.

Interview

Lisa Sullivan Guerrero, Senior Vice President of Global Marketing