The myths of conscious consumerism

Public’s Phillip Haid takes on common assumptions about purchasing for social good.

By Phillip Haid

It would seem we can’t go a week these days without seeing a new brand campaign using social purpose to help sell a product. Whether it’s Honey Nut Cheerios saving the bees, Always promoting the power of girls or Whole Foods selling ugly fruits and vegetables to combat food waste, social purpose has become the fifth “P” in the marketing arsenal.

To read the full article on Strategy Online, click here.