Halo Effect Marketing of the Pink Ribbon

I am happy to see that there are companies that are putting their corporate resources behind raising funds for research.

However, some of this "halo effect" marketing feels more like a symbol being co-opted for fast buck rather than an altruistic fund raising campaign.

Yoplait Source gives 10 cents from each $2.99 container to breast cancer research. That's less than 3% of the retail price.

So Good didn't even say how much they'd contributed to the cause, just that they support it.

I spent $2.95 at 7-11 for these Breast Cancer Awareness Mints 50% of after tax profit goes to research. I've seen a lot of companies whose expenses eliminate any pre-profits pre tax.

There is an urban legend that one of the oil companies said it would donate a penny a litre to Breast Cancer Research, the fine print reading only on the premium/super grade of gas.

More clarity would be in order.