'I don’t like being manipulated by a brand to support a worthy cause'

Cause-related marketing or consumption philanthropy is now estimated to be a $2 billion industry, writes Colette Sexton

11th April, 2017
Pic: Getty

The longer I spent in journalism, the more cynical I become. The latest issue that gets my eyes rolling is brands teaming up with charities.

Sure, it seems like a win win. The brand gets some positive marketing and the charity makes some much-needed cash. Known as cause-related marketing or consumption philanthropy, this kind of activity has rapidly increased recently and now it is estimated to be a $2 billion industry.

In the past, brands built...

Subscribe from just €1 for the first month!


What's Included

With any subscription you will have access to

  • 971569B3-2C5E-4C45-B798-CEADE16987A8

    Unlimited multi-device access to our iPad, iPhone and Android Apps

  • 099C8662-C57C-42F2-9426-F2F90DF17C8F

    Unlimited access to our eReader library

  • 198AE43B-B9CF-4892-8769-D63C2104BA08

    Exclusive daily insight and opinion seven days a week

  • D8F37B78-25E4-4E4A-A376-4F5789B1564A

    Create alerts to never miss a subject that matters to you

  • B15F2521-37CD-4E02-B898-730A20D39F7F

    Get access to exclusive offers for subscribers on gifts and experiences

  • A564FE02-1AB8-4579-AF9D-BA32A2E5ACA7

    Get content from Business Post, Business Post Magazines, Connected, Tatler and Food & Wine

Share this post

Related Stories

Content is king – just ask Netflix as rivals attempt to steal its crown

Tom Maguire: Tax changes we make now could help business for years