Describe co-opted compassion as a strategy to market

Numerous companies have co-opted compassion as a strategy to market and persuade consumers into purchasing products. There are several examples of this method. A good example is the marketing campaign known as RED, initiated by Oprah and Bono of U2(Einstein). The main of this campaign was to raise money for the Global Fund to fight AIDS and Malaria in Africa. The consumer was required to buy an upscale consumer item such as an iPod, cellphone, or Starbucks cup in red, and an unspecified amount of money would be given to the Global Fund. This practice has become commonplace among companies and is known as cause-related marketing- it entails companies aligning the marketing of their products with a particular social cause(Einstein). There are different causes that companies often align themselves with, such as environmental protection, child labour issues, and racism.


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