It isn't just pink ribbon packaging showing up on shelves during Breast Cancer Awareness Month anymore. Now the ribbons are apparent year-round. Moreover, it isn't just pink! There are seemingly endless opportunities to purchase products and services that claim to benefit charity.
According to a 2019 article by GlobalGiving:
79% of Americans say they feel a deeper personal connection to companies with values similar to their own. And, 72% of U.S. consumers have donated to charity at the register. However, 64% of global consumers will choose, switch, avoid, or boycott a brand based on where it stands on the political or social issues they care about. So, this can be either beneficial to causes and the brands aligned with them or, conversely, detrimental if partnerships aren't carefully chosen.
So, how do you evaluate which cause-related marketing efforts are worth purchasing? Start by asking these questions:
You can find information on all of these items on the Charity Navigator website. You can also look at the charity’s website or call them directly for further details.
Whether you buy the product or not, remember that this type of philanthropy should be seen as a bonus and never a substitute for making a contribution directly to a well-vetted charity.