Social Justice Cause Marketing and Consumer Protection
Panelist, Attorney General Alliance, February 11, 2021
As part of demonstrating their commitment to social justice, many companies are offering consumers an opportunity to donate to social justice causes with every purchase.
Consumers want to know not only what you sell but also who you are, so companies provide customers with additional value by supporting causes important to the consumer and the brand, fostering brand loyalty, and a sense of purpose beyond consumerism. Authenticity is of vital importance here. This “cause marketing” brings up a number of concerns:
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