Do consumers really care about brand morals? Maybe not.
Apr10
After watching movies like Blood Diamond or documentaries like Food, Inc., which raise awareness of the questionable morality of certain industries, you might feel compelled to look into the background of the jeweler who sold you that engagement ring or inspired to become a vegetarian. For many of us, the thought of contributing to immorality is appalling. Luckily, we do have other options. Many musicians, celebrities, and brands have announced partnerships with charitable causes and awareness campaigns, promising to donate proceeds from purchases. Katy Perry, Starbucks, Dell, and others have joined the (RED) initiative, for example, donating money to provide…
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