IS NOTHING SACRED?

Want to diminish consumers’ concern for the environment, gender equity or social justice? Use a cause to promote your company. A new study from the Rotman School of Management found that when a brand aligns itself with a “sacred value” in a bid to boost profits, it can also reduce people’s commitment to the issue. In one case, consumers who saw a “Happy Earth Day” message from NASCAR, the stock car company, had diminished respect for the annual environmental event. To succeed, brands must show a real commitment—like Patagonia encouraging customers to repair their coats, rather than replacing them.