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The Hidden Costs of Cause Marketing
Stanford Social Innovation Review
  • Angela M. Eikenberry, University of Nebraska at Omaha
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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.

Citation Information
Angela M. Eikenberry. "The Hidden Costs of Cause Marketing" Stanford Social Innovation Review Vol. 7 Iss. 3 (2009) p. 51 - 55
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