Community Development Investment Review

August 2009

Rethink Charity


Charity has come to business. From the holistic approach of Whole Foods to Product RED’s directing corporate advertising dollars to Target’s massive charitable giving program, business is realizing that making a difference in the world makes a difference for a brand. They are realizing that Milton Friedman’s insistence that social causes had no place in business overlooks the competitive advantage created when companies align with a cause.

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