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NEW YORK (AP) - Consumers who buy scented pink candles at retailer Pier1 Imports are supporting breast cancer research. Those who purchase bottled Ethos water at Starbucks are funding clean water projects around the globe. The buyers of certain RED products at The Gap are investing in the fight against AIDS in Africa.
Shopping for charity — also known as cause-related marketing — has become an increasingly important way for some philanthropies to raise funds. In most cases, some or all of the money a consumer pays for designated products or services is donated to a charitable organization.
The practice also become a way for big retailers to suggest they're good corporate citizens, committed to social causes.
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