Year: 2009
Type: article
Abstract: 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. Consumption philanthropy is therefore unsuited to create real social change.
Source: DigitalCommons@UNO
DOI: 10.48558/jshg-bf85
Author: Eikenberry, Angela M.
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1556548936