Charity: The Fatal Flaw Of Cause Marketing Partnerships - Forbes

Charity: The Fatal Flaw Of Cause Marketing Partnerships - Forbes: Cause marketing is a win-win partnership between a company and a cause. Yet all too often companies, in an attempt to appear altruistic, use the “C” word when describing these efforts. The word that evokes generosity but also pity. A word that signifies a one-sided relationship, often one of dependence: Charity.