When American Express first linked card usage with support for the Statue of Liberty in 1983, cause marketing was a groundbreaking strategy.
Since then, thousands of companies have aligned themselves with causes to create increasingly diverse and sophisticated programs.
Disappointingly, press coverage of this field remains relatively unsophisticated. I know because, as the founder of the Cause Marketing Forum, I'm frequently called for industry analysis - especially in October when breast cancer campaigns flood the marketplace.
Cause marketing has generated billions of ...