Pink ribbons, red dresses, and greenwashingaAmerican corporations are scrambling to tug at consumer heartstrings through cause-related marketing, corporate social responsibility, and ethical branding, tactics that can increase sales by as much as 74%. Harmless? Marketing insider Mara Einstein demonstrates in this penetrating analysis why the answer is a resounding qNo!q In Compassion, Inc. she outlines how cause-related marketing desensitizes the public by putting a pleasant face on complex problems. She takes us through the unseen ways in which large sums of consumer dollars go into corporate coffers rather than helping the less fortunate. She also discusses companies that truly do make the world a better place, and those that just pretend to.These included sunglasses made fromrecycled plastic, a Vizio flat screen TV ( whichuses lessenergy than traditional LCDs), and $325 pillows made from organic cotton and printed with azofree dyesthat dona#39;t release carcinogens. As the pieceanbsp;...
|Publisher||:||Univ of California Press - 2012-04-26|