Breast Cancer Cause-Marketing: Reworking the Social Contract

Commercial Law Practitioner (2017) Vol. 24 No. 3

Queen's University Belfast Law Research Paper No. 2019 15

17 Pages Posted: 14 May 2018 Last revised: 2 Apr 2019

See all articles by Clare Patton

Clare Patton

Queen's University Belfast, Faculty of Legal, Social and Educational Sciences, School of Law

Date Written: April 25, 2017

Abstract

The role of Corporate Social Responsibility (CSR) in the Irish/Anglo-American corporate system is constantly evolving in concert with shifting trends and attitudes in society more widely. Where once upon a time a business relied upon simple philanthropy to generate good will with its closest stakeholders, globalisation has forced the hand of multinational corporations (MNCs) to become involved with campaigns which can be duplicated across geo-socio-political borders. MNCs must ensure that they do not introduce a campaign in one market that may cause offence in another. Globalisation drives homogenisation in relation to MNC CSR policies and cause-marketing campaigns, such as those associated with breast cancer, which are perfect vehicles for MNCs to adopt; they are universally appealing and causes such as breast cancer transcend geopolitical boundaries.This article puts forward the argument that there has been a corporate takeover of breast cancer by MNCs through hugely successful global CSR campaigns; these campaigns can be collectively known as the pink ribbon campaign. The pink ribbon campaign is a form of CSR known as cause-marketing and has been so phenomenally successful for the MNCs associated with it that breast cancer has become a brand and the pink ribbon a lucrative marketing insignia.

Keywords: Corporate Social Responsibility, Cause Related Marketing, Breast Cancer

Suggested Citation

Patton, Clare, Breast Cancer Cause-Marketing: Reworking the Social Contract (April 25, 2017). Commercial Law Practitioner (2017) Vol. 24 No. 3 ; Queen's University Belfast Law Research Paper No. 2019 15. Available at SSRN: https://ssrn.com/abstract=3168587

Clare Patton (Contact Author)

Queen's University Belfast, Faculty of Legal, Social and Educational Sciences, School of Law ( email )

Belfast, BT7 1NN
Ireland

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