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Cause marketing: Is shopping to benefit charity just a new way of multitasking, or an "abuse" of the concept of philanthropy?

"Never before has there been such a barrage of consumer philanthropy. It would have been an oxymoron in any other generation. Today, it’s debatable. To buy something as an act of philanthropy abuses the term ... right? True philanthropy requires no reward, and surely no trendy retail trophy. But in the age of multitasking it’s apparently really convenient to kill two birds with one dollar." -- Debra D. Bass, the St. Louis Post-Dispatch

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