I actually saw a rather eye-opening article on this issue. A great many breast cancer survivors view the pink ribbon stuff as companies making money from their pain. Research shows that anything branded for a cause makes sales skyrocket. Not necessarily bad, but the companies often make far more money in sales of the branded items than they donate. So it's more like "we made all this extra money in sales, so we'll give you a little bit" donation than a "because we believe in the cause" donation.
There are also companies that "support" research for a cause, but don't actually give money to the cause. Usually the items don't indicate that a percentage of the sale price goes to research. Pure profit to the companies. Other companies cap the amount they donate, but don't pull the branded items after that cap has been reached. Since a consumer can't readily know when that cap has been reached, they buy thinking they are helping when they're just giving the company money.
I doubt we'll see the cause branded marketing go away. It's far to popular with both companies and consumers. But a direct donation to the cause means that *all* of your money goes to the cause...not just some.
Definitely a perspective I never even realized existed...and one that made me think.
WR
