Will the economic downturn stem the rising tide of cause branding? We hear that question a lot these days. The answer is no. Cause branding, in fact, is growing as a greater number of companies realize the benefits that good deeds can bring to their businesses. However, the downturn has caused consumer skepticism about business in general. While cause branding continues to grow, this skepticism could slow it down if cause programs are not authentic and transparent.
Every community in America ...