By Angela M. Eikenberry
From pink ribbons to Product Red, cause marketing adroitly serves two masters, earning profits for corporations while raising funds for charities. Yet the short-term benefits of cause marketing-also known as consumption philanthropy-belie its long-term costs. These hidden costs include individualizing solutions to collective problems; replacing virtuous action with mindless buying; and hiding how markets create many social problems in the first place.
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Related:
- Cause Marketing, Breast Cancer Consortium Topic
- Five Potential Pitfalls of Cause Marketing Programs, Breast Cancer Consortium
- Advice for Consumers, Breast Cancer Consortium
- The Cause Marketing Dilemma, by Gayle Sulik, Psychology Today,” April 24, 2014.
