Starbucks does something positive and even its fans respond with questions about the brand’s motivations. One of the world’s largest and most influential sports leagues puts its promotional muscle behind supporting Breast Cancer Awareness and it gets blasted for the way it does so. Yet 83% of consumers believe corporations should “more deeply support charities”.
What gives? It’s not all bleak. Look at Chipotle’s latest efforts to cement a message of doing right. 7mm+ views and some very positive press. The way I see it, the difference is perceived authenticity. Chipotle (seemingly) lives the all natural ethos every day. Does a one-month activity by the NFL, set on a stage that reaches billions of people, mean the efforts are worthless, or even worse, self-serving?