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November 14, 2006
Retailers Embracing Causes
Posted by Kevin D. Hendricks | Filed under: Cause Marketing
A Kenneth Cole jacket at Saks Fifth Avenue that supports the homeless. An Elton John candle at Bath & Body Works that fights AIDS. Baskets at Macy's hand-woven by survivors of the Rwandan genocide. And of course the Red campaign with Red branded products from Apple, Gap and more, all fighting AIDS. All examples from a New York Times article exploring the rash of philanthropic consumerism. Bottom line? Causes and corporations are joining together like never before.
As a result, retail executives and philanthropy experts said, charity is no longer an option--it is a requirement for stores. "It is a cost of doing business today," said John Morris, a stock analyst at Wachovia Securities who tracks retailers.
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