Pam Kohl, executive director at Komen North Carolina Triangle to the Coast (Komen NCTC), a Susan...
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Scooped by
Diane Mensinger
onto Cause Related Marketing November 1, 2014 10:46 AM
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Scoop.it!
Diane Mensinger's insight:
It is a problem similar to the use of the ‘Pink Ribbon’ that surfaced because of the amount donated to the charitable organization is so small. It became known as ‘Pink Washing’ by corporations who wanted the benefit but wanted to limit the potential costs. It is remains an issue that marketers must address as they try to match their corporate brands with their corporate and philanthropic goals.
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