Social issues have become the new marketing campaign. I wouldn’t have bought those pens had they not been for breast cancer research. And, although the research got my measly dollar, Corporate America got the rest.
Later in the day I went to Zellers and started noticing just how many think pink things there are: pillows, candy, watches, soap, CDs, etc. It’s getting a bit ridiculous. Of course, I’m glad money is going for research but I can’t help but feel these companies aren’t donating the money out of the goodness of their hearts. Most of them are jacking up the price to cover the donation and then some. And we are buying into it.
So next time you see a think pink item and are about to buy it just so your dollar will go to breast cancer research… stop and think… then take the money it would have cost you to buy the product and donate it to your local breast cancer research.
3 comments:
The thing is, for sure, more money no doubt goes into the pockets of corporations. That said, being in a retail environment allows charities to increase top-of-mind awareness. Someone isn't going to think to donate a buck to Breast Cancer Research once a week. However, when you're in a store and see the pink pens and go, hey, what the heck, I should do it, they get your dollar. Which nine times out of ten (okay, that's not an actual stat, hah), the consumer wouldn't have thought of donating otherwise.
So therein lies the positive. Yes, the corporation makes money. God, no, they're not simply doing it out of the goodness of their hearts. But it gets people thinking and that is something that otherwise costs charities money to do. So now it's free and they get a buck. How can that be bad?
I see where you're coming from, but I still feel like I'm being taken advantage of. This is probably the reason I don't work in the biz anymore and you rock at it. Hah!
Sounds like a Team you and I joined last year. Just on a completely different scale.
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