What do you think of this? Do you think it's good to integrate charity with corporate interest? Is it a win-win to involve large corporations in public health movements? Is it something to be weary of? Why or why not? Would you like to see even more of this kind of strategy? Or less? Why?

In the past two decades, an increasingly competitive domestic marketplace has seen US corporations focus on retaining, rather than creating, consumer loyalty for established brands.  The emergence  and  enormous  popularity  of  cause-related marketing exemplifies this concern, and perhaps no other cause has been taken up so widely, or with so much success, as breast cancer

 

Over the past 10 years, upbeat and optimistic breast cancer campaigns have become a central and integral part of the marketing strategy  of  numerous large and  high-profile corporations.  American Airlines,  Avon,  Bally's  Total  Fitness,  BMW,  Bristol  Myers  Squibb,  Charles  Swab, Chili's,  Estée  Lauder,  Ford  Motor  Company,  General  Electric,  General  Motors, Hallmark, J. C. Penney, Kelloggs, Lee Jeans, the National Football League, Pier One, Saks Fifth Avenue, Titleist and Yoplait, among others, have turned to breast cancer philanthropy as a new and profitable strategy through which to market their products.

 

Moreover, the nonprofit and advocacy groups with which they have most frequently aligned  themselves—the  National  Alliance  of  Breast  Cancer  Organizations  and  the Susan  G.  Komen  Breast  Cancer  Foundation—are  two  of  the  largest,  most  high- profile arms of the breast cancer movement in the United States."