Time to "re-think pink"? Maybe awareness has reached its apex and it's time to focus on other goals. This week, Chronicle series explores topic.
"It’s time to re-think pink. Awareness has its place—and its limits. The cause-marketing efforts that unfold in October do a lot to brand corporations as philanthropic and committed to serious issues, introduce nonprofit organizations to new audiences, and spark enthusiasm among individuals for an important cause. But can we improve and expand on current efforts to deliver even more important outcomes? Could we achieve more if the reach and influence of brands were focused on a different challenge—beyond raising awareness? Do we understand how to connect the promotional efforts to the important outcomes that are needed?" -- Brian Reich, the Chronicle of Philanthropy