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When brands take a stand, who benefits? Why do some companies support charities loudly, while others are more discreet?

The cynical observer will quickly bring down any effort by a big-brand corporation to support a worthy cause, whether it's fighting disease, helping the poor, or protecting the environment. The cynic says it's all a PR gimmick to hide a guilty conscience or a questionable record.

There is no doubt that corporate support for worthy causes does benefit the needier elements of society; it provides billions in funding and countless hours of donated employee time annually. And arguably, the corporations do benefit from the additional goodwill that the publicity surrounding their giving brings.

Customers, too, benefitif indirectly. As well as making a better society, brands that advocate a good cause show that their parent companies are healthy enough and well-managed enough to be able to spare a thought for "doing good," and well-managed, profitable manufacturers naturally produce better goods and services.

The "green" brand

Established in the 1980s, The Body Shop was one of the first brands to show that concern for the environment or animal welfare could propel a brand to success. Its many imitators only proved how profound and lasting was customers' desire for
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