The commodification of the cause: The industry of social cause branding doing more harm than good?

"Citizenship and community service are values that have been appropriated by new forms of corporate marketing strategies: corporate social responsibility, cause related marketing, and social cause branding. These trends in branding effectively tie social activism and political participation with consumerism and profit motives. In this paper I attempt to explore the implications of the commodification of social causes, with particular focus on the role of women in marketing strategies, both as subject and object of the social cause branding campaigns."--Page [1].