Are Consumers Taking a Less Rosy View of Cause Marketing?

According to an article in USA Today, “Pink ribbon marketing brings mixed emotions, polls find.” The campaigns have raised awareness but a significant share of respondents thinks the engine that is breast cancer awareness is overshadowing other good causes. And a documentary film, “Pink Ribbons Inc.,” takes issue with the chipper, upbeat attitude of pink ribbon campaigns, and the consumerization of the movement, which it says trivializes the plight of women dying of disease and masks the lack of progress toward a cure.

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