There is a huge danger to companies that employ “CSR” campaigns that do not jive with the company mission. As this article in Fast Company details – just because you slap a pink ribbon on your product and pledge 10% of sales to a breast cancer organization – beware when your consumers find out your product actually may CAUSE cancer.
This advertising tactic is called “PinkWashing” and is akin to “GreenWashing” when a company touts unsubstantiated “green” claims. The article cites examples of PinkWashing including the Avon “Kiss Goodbye to Breast Cancer” campaign where six different shades of lipstick may have contained hormone disrupters which is linked to cancer.
How about KFC’s pink bucket offer? Not only in bad taste (literally) but who was the CMO that thought that was a good idea?
Read the full article here.
Any campaigns you can think of that are violators?
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