Cause Marketing at a Tipping Point

Contribute Magazine - Nov/Dec Issue

 

Title: What Do You Stand For? Cause Branding at the Crossroads this Season

 

Abstract:

October was Breast Cancer Awareness Month, and you couldn't miss it. It seemed that almost everywhere you went, whatever magazine you read, across the airwaves, our culture had “pinked out.” Hundreds, even thousands of items were ribboned, and proceeds from their sales were donated to the cause. Now, 24 years after the first “official” cause-related program launched with the American Express Statue of Liberty campaign, cause is clearly at a tipping point.

 

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