Because it's the right thing to do

There has been a great debate raging across the 'sphere and Twitter today regarding cause marketing. It was instigated by a Stanford professor who wrote this piece suggesting that cause marketing should be renamed "consumption philanthropy." Here is one excerpt:

"I disagree with this assumption. 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 compromises the potential for charity to better society."

While the professor had much to say about cause marketing, this paragraph jumped out at me. Especially the notion that cause marketing devalues the moral core of philanthropy by making virtuous action easy and thoughtless. I take great exception to this.

To the contrary, cause marketing adds great value to the moral core of philanthropy because it can make it easier for anyone to take a virtuous action and support a cause that is important to them. And it certainly is unfair to call a person's engagement with a cause program thoughtless. I think of the hundreds of thousands of people who put on a pair of jeans in October and give five dollars to fight breast cancer as part of Lee National Denim Day. Their simple act of wearing jeans is not thoughtless. In fact, it turns the simple and frequent act of wearing jeans into a truly virtuous act that for one day is made something very meaningful.

I also respectfully take issue with Professor Eikenberry when she says cause marketing compromises the potential for charity to better society. Just the opposite, the power of a brand and a nonprofit teaming up to shine a bright light on important causes can do more to raise people's awareness of the needs around them. With greater awareness comes the potential for greater financial support for the cause and the betterment of society.

What I want to thank the Professor for is sparking interest in cause today. I appreciate her perspective and want her to know that those of us in the cause arena work diligently every day to make sure the programs we develop and execute are working to make the world a better place. 

Comments

[Chuck Marsh]

Thanks, Mike -- I hadn't seen the Eikenberry article. At first blush, I agree with you. But, as I've heard you say many times, ideas come with expiration dates, so we should welcome this challenge. Thanks for the thought starters.

[Matt Tidwell]

Excellent post Mike. The very real and very significant outcomes from Lee Denim Day are a great example. When I think back to our old CRM Boasberg programs with Sprint (most notably the children's book to help small children whose moms were just diagnosed with breast cancer...an audience for which NOTHING had been done before), I still remember seeing the payoffs and being struck by how lucky we were to help enable this kind of win-win connection between worthy cause and market.

[David Johnston]

Excellent post, and I agree wholeheartedly. The article's premise of individualizing "solutions to collective social problems, distracting our attention and resources away from the neediest causes..." assumes a critical distinction between the value/role of organizations and individuals. Those lines are blurred in my eyes. Our behaviors/decisions can be motivated by a simple desire to do good, as corporate citizens or as consumers. As Nike's new LIVESTRONG campaign asserts, "it's about you." Indeed. Cause marketing doesn't "distract," it reminds us of the broader context and the big picture. In a word, that's thoughtful.

[Joe Waters]

Mike, great post. Your personal and professional experience with cause marketing gives it weight and credibility. You know how much these "little gifts" mean and can do.

Please start "tweeting" more. You would be fabulous, and we need your experience and wisdom!

If Carol can do it more so can you!

Joe

[Linda Buchner]

Thanks for your comments, Mike. I would have to disagree pretty strongly with the de-valuation of cause marketing for the brand, too. Even if the smallest awareness occurs, the fewest amount of new people are enlightened, one person decides to make a change in his or her life BECAUSE of the greater good of all, it's worthy of thoughtful consideration. If we would all live in "our part" and make the changes in our lives that resonate with us, it would be a different planet already. Cause marketing is the gentle push to which our inner knowing responds.