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Pink ribbons, red dresses, and greenwashing—American corporations are scrambling to tug at consumer heartstrings through cause-related marketing, corporate social responsibility, and ethical branding, tactics that can increase sales by as much as 74%. Harmless? Marketing insider Mara Einstein demonstrates in this penetrating analysis why the answer is a resounding “No!” In Compassion, Inc. she outlines how cause-related marketing desensitizes the public by putting a pleasant face on complex problems. She takes us through the unseen ways in which large sums of consumer dollars go into corporate coffers rather than helping the less fortunate. She also discusses companies that truly do make the world a better place, and those that just pretend to.
Price: $34.95
Pages: 240
Publisher: University of California Press
Imprint: University of California Press
Publication Date:
26 April 2012
Trim Size: 9.00 X 6.00 in
ISBN: 9780520266520
Format: Hardcover
BISACs:
“”Einstein has the unenviable task of reminding us that shopping is not philanthropy. The consumer marketplace is increasingly becoming the mechanism for funding organizations that do charitable work, thus tying the fates of charities to the whims of the market, Einstein warns. It is also enabling governments to further abdicate problem-solving, with the result that the causes we care so much about are not genuinely helped.”
Mara Einstein is Associate Professor of Media Studies at Queens College. She is the author of Brands of Faith: Marketing Religion in a Commercial Age. She has worked as a senior marketing executive in both broadcast and cable television as well as at major advertising agencies.
Preface
1 Value Brands . . . They Ain’t What They Used to Be
2 How Corporations Co-Opt Caring: Strategic Philanthropy, Cause-Related Marketing, and Corporate Social Responsibility
3 The Birth of the Hypercharity and the Rise of “Charitainment”
4 The Consequences of Co-Opting Compassion
5 Shopping Is Not Philanthropy. Period.
6 Can Companies Make a Difference?
7 We Are Not Consumers
Notes
Index
1 Value Brands . . . They Ain’t What They Used to Be
2 How Corporations Co-Opt Caring: Strategic Philanthropy, Cause-Related Marketing, and Corporate Social Responsibility
3 The Birth of the Hypercharity and the Rise of “Charitainment”
4 The Consequences of Co-Opting Compassion
5 Shopping Is Not Philanthropy. Period.
6 Can Companies Make a Difference?
7 We Are Not Consumers
Notes
Index