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This seems to be a pop­u­lar brand­ing strat­egy to cover social and envi­ron­men­tal responsibility.

I hon­estly have never bought a prod­uct because ‘x’ amount of cents/pence goes to a cause. If it is result of the pur­chase then great. I see these as clever mar­ket­ing strate­gies to influ­ence the per­cep­tion of a brand rather than a com­pany want­ing to make a dif­fer­ence. After all busi­ness is about mak­ing a profit. Could I be wrong – for sure! This is just my per­cep­tion. I am not refer­ring to non-profit in this respect

I am more impressed with com­pa­nies just mak­ing a dif­fer­ence with­out ask­ing me to spend to do it. I am more likely to buy from com­pa­nies oper­at­ing in this fash­ion than the ones I feel are try­ing to manip­u­late me to buy under the social respon­si­bil­ity guise.

I under­stand there can be logis­tic issues with dis­trib­ut­ing the funds fairly for exam­ple book tokens for schools. How­ever, this can be over­come by know­ing where your cus­tomer base lives and what schools the chil­dren attend.

How do you feel about this type of social respon­si­bil­ity and how do you react to it?

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