The millennial generation has brought about a transformative wave in retail shopping: giving back while buying in.
Corporations have increasingly become more philanthropic, with their donations showing a higher increase than nonprofit foundations since the 1980s, according to Forbes.
Philanthropy is in, with companies such as Google, Target and Walmart being among the most charitable in 2012.
However, a popular business model for both for-profit and nonprofit companies is centered around charity.
Companies, such as 31 bits, sell 100 percent recycled beaded jewelry made by Ethiopian women who, in return, receive financial support and job stability. Another company, To Write Love on Her Arms, sells merchandise that promotes and contributes to a cause supporting those struggling with depression.
Another retailer, Out of Print, epitomizes this message and aims to appeal directly to the college demographic.
Launched in 2010 with a simple mission in mind, Out of Print is a start up company that highlights out of print literature through retail clothing, while incorporating a noble cause.
Before heading to the market, Out of Print partnered with Books for Africa, the largest organization in shipping, to donate text and library books to Africa.
Similar to how Toms donates a pair of shoes to a community in need with every shoe purchase, Out of Print also donates a book through Books for Africa with every purchase.
In 2012, Books for Africa shipped an estimated 2.2 million books, 616 computers and 15 new law libraries to 22 African countries, according to the Books for Africa website.
Through the partnership with Books for Africa, Out of Print was able to donate 875,000 books and projects to hit the 1 million mark before the end of this year, said Jenna Schmidt, Out of Print digital marketing manager.
Books for Africa ships textbooks, literature and learning resources, based the needs of each community throughout Africa.
What originally started as a company that sold classic literature covers printed on t-shirts, has expanded into jewelry, phone covers, pouches, totes and more.
Schmidt said the idea was never to just print t-shirts but simply to inspire people to rediscover a love for literature in a creative way.
“Everything we do boils down to finding a fun and creative way for people to talk about books,” Schmidt said. “We want to keep literature in the conversation as things become digitalized.”
Their philosophy was inspired through other retailers who give back to communities in need, such as Toms, Schmidt said.
Outside of the website, Out of Print products can also be found at Barnes and Noble Inc. As the organization continues to grow in the retail market, the company is looking to move towards a fashion savvy consumer base.
“We weren’t [initially] targeting fashion through the subtle, graphic content,” Schmidt said. “But there’s been really great attention to the fashion demographic.”
Out of Print’s jewelry line, which Schmidt said was a year-long project and a labor of love, has caught the attention of many fashion-forward mavens.
The company, however, doesn’t find success through a profit margin but in the satisfaction in consumers embracing social responsibility.
“I really believe whole-heartedly in our mission and I’m a book lover myself,” Schmidt said.
Find the Out of Print catalogue on outofprintclothing.com and join in on the conversation on their Facebook page.