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Defending Cause Marketing

by Joe Waters | 05 Aug 2009 at 11:21 AM | 14 Comments

Assistant Professor Angela Eikenberry has written a thoughtful and provocative article for the Stanford Social Innovation Review entitled The Hidden Costs of Cause Marketing. In it, Professsor Eikenberry makes her case against cause marketing or “consumption philanthropy,” as she calls it.

Consumption philanthropy individualizes solutions to collective social problems, distracting our attention and resources away from the neediest causes, the most effective interventions, and the act of critical questioning itself. It devalues the moral core of philanthropy by making virtuous action easy and thoughtless. And it obscures the links between markets—their firms, products, and services—and the negative impacts they can have on human well-being. For these reasons, consumption philanthropy ...

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