"Is it time to wash our hands of cause washing? Thoughts on Movember, Pinktober, Greenwashing, Catwashing?

“”Is it time to wash our hands of cause washing? Thoughts on Movember, Pinktober, Greenwashing, Catwashing?” By Nikki Reimer, Reimer Writes.

There is a narrow line that all organizations must attend to when they enter the cause marketing realm. The Canadian Breast Cancer Foundation thinks that “the more public discussion about the issue, the greater the awareness of the distinction between meaningful cause marketing programs and companies which are simply being opportunistic.” But on the other hand, there is always the potential for the catchy meme or sexy image to obscure the nuances of a complicated issue and preclude the possibilities for in-depth conversation. This is of course a challenge faced by organizations who are trying to promote their causes, and there are not many clear answers for how to proceed, other than to aim for authenticity, reliability, and that tricky balance between hope and a reality that’s not always pretty.

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