Using ethics in cause marketing

- Cause marketing is a great way to give back … to your community and be a good corporate citizen, … but you have to do it for the right reasons. … Let me give you an example. … Yoplait was one of many companies … that participated in Breast Cancer Awareness Month. … In 2011, they pinked their yogurt … to support breast cancer awareness, … but their product, which contained milk, … raised alarm bells. … The milk coming from cows that were given … a bovine growth hormone was linked to breast cancer. … This didn't go over well with the public … who reacted negatively. … After pressure from Breast Cancer Action, … Yoplait changed its practices, … and Dannon followed suit shortly afterward. … When your brand can't align … with a partner, ingredient, or product … because it doesn't support the intended cause, … it looks disingenuous. … However, there are lesser well-known red flags … when it comes to cause marketing ethics. … Here are four scenarios to keep on your radar, … including partner misalignment, transactional promotion, …