An all-consuming cause: Breast cancer, corporate philanthropy, and the market for generosity

The rise of breast cancer-related marketing exemplifies a significant shift in corporate philanthropy and marketing over the past two decades. Corporate giving has evolved from an unstructured activity into a highly calculated and strategic function integral to profit-making. This article explores how breast cancer, as an "all-consuming cause," has become a prominent arena for this new form of corporate engagement, blurring the lines between charitable giving and commercial enterprise. It highlights the strategic motivations behind contemporary corporate generosity.