'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...

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