Ten trees planted for every item purchased seems like an unobtainable goal selling clothes, but Tentree has made it their mission. At Tentree, their goal is to become the most environmentally progressive brand on the planet. They don’t want to just reduce the negative impact of the apparel industry, they want to use it as a vehicle for change. Their purpose is to revitalize our environment and inspire a generation to believe that they can do the same. Their current goal is to plant 1 billion trees by 2030. (Tentree.com, 2017) TenTree’s a socially oriented company, that is already on track to have over 17 million trees planted by the end of 2017. This significant achievement showcases the level of success that the company’s current high-cost business model enjoys. As a start-up business that is already making profits in the early stages of its life, TenTree’s is a great example of social entrepreneurs that employed a premium differentiation strategy and succeeded. In addition to this, TenTree’s has accomplished putting their products onto the shelves of 300 Canadian stores; doing so indicates the level of demand for their product in the market despite the high pricing. A last example of this is the company’s ability to garner strong internet sales; proving their marketing strategy’s impact in action is a force that can be relied on throughout its future. (Ho, 2017)