Using A Social Cause: Profit or Profiteering

Advertising justifies its existence when used in the public interest-it is much too powerful a tool to use solely for commercial purposes.” – Howard Gossage

Marketers make poignant statements while at the same time build associations and sell junk.

Majority of the people would say that companies should address social issues but the attempt should be genuine i.e. to align causes to their strategy and not just using it for one-time marketing. Otherwise, it couldn’t be called cause marketing.

Here is an example of a campaign:- NO MORE BLACK TARGETS. The video starts with the fact that last year 263 black men have been killed by guns, of whom 69% were non-violent and unarmed. What if unconscious bias is deadly?

As you read on, at –, you’ll notice what can go wrong in cause marketing. This article further compares the above socially accepted campaign to one banished by it. Yes, I’m talking about Pepsi.

This blog has been moved to

I believe that I could explore creativity better that way. Don’t worry, my ideology doesn’t guide me in annoying registrations and paywalls.


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