CMNS 221 Chapter Notes - Chapter 10: Advertising Age, Green Marketing
9 Nov 2016
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Document Summary
Some companies, notably ben & jerry"s, the body shop, and patagonia, have built their corporate identities on earnest attempts to be socially responsible. Cause-related marketing, whereby companies donate a portion of their income to nonprofit groups and publicize the gesture, is an increasingly popular way to boost profits while generating funds for worthwhile causes. They may simply appropriate the language or imagery of social change movements such as environmentalism or feminism. Many marketers who sell with social issues are more concerned about public relations than about the public interest. The most wolfish polluters are donning the sheep"s clothing of environmentalism, seeking to cash in on public concern about the fare of the planet. In the late 1980s, after scientists found alarming evidence of global climate change and holes in the ozone layer, pollsters measured a sharp increase in public concern about the environment.
