Andrea Shatzman is an associate director in APCO’s Washington, D.C. office.
We’ve been calling 2012 the year of regulation – with new guidelines and regulation cropping up for all manner of CR issues. And government involvement is now slowly creeping over to cause marketing.
It’s the season of all things pink, and we are well into the era of backlash against the “pinking of America.” Yesterday, New York Attorney General Eric T. Schneiderman issued best practices to promote transparency in cause marketing. This was the culmination of a year-long review of corporate pink ribbon campaigns.
The best practices New York came up with are common-sense guidelines that would help consumers know how much (if any!) of their money is going to the cause and to what organization(s). Transparency-in-cause-marketing 101.
These aren’t binding regulations by any means, but kudos to New York for shining a spotlight on the issue. I’ve walked into far too many stores in October and been asked to contribute to “breast cancer” with absolutely no way to know what I’d be contributing to. And of course breast cancer causes aren’t the only culprits, just the most prominent ones this time of year.
Curious to see what kind of traction the best practices get and what kind of endorsements they will see from companies and nonprofits in the coming weeks.