Cause Washing

I’ve been hearing more and more about "green washing" — the concept of touting your product/service/company as being environmentally friendly without really putting resources toward the effort. I think the same applies to much of the cause marketing we see today.

Tom Fishburne hits the nail on the head with his post "The Cause Marketing Bandwagon" that has a wonderful formula in the cartoon regarding why the company loves causes. He makes the point with the example of a smoothie company that quietly and effectively supported a cause that was a perfect fit with their brand.

We get into trouble when we base philanthropic decisions on marketing instead of core company beliefs.

What is the worst (or shall we say best?) example of insincere cause marketing you have seen?

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