February 20, 2008 | Read Time: 1 minute
The continuing criticism of Product (Red) — the effort undertaken by retailers to raise money to fight diseases in the developing world —shows a lack of understanding of how Americans give, says the blog What Do You Stand For?
The blog, maintained by Cone, a Boston company that promotes charity-business ties, says “Charitable activity, in any form, is not a zero-sum game. Those who buy (RED) products are not doing so in lieu of signing a check.”
The blog continues: “Let’s be clear: cause marketing is not philanthropy (the repurposing of existing wealth); the intent is to create new wealth for both partners.”
See The Chronicle’s article on Product (Red) and other efforts by charities to work with companies.
What do you think of Product (Red)? Should more efforts like it get under way or do such ventures unduly mix commercialism and charity? Click on the comments link below to share your thoughts.
