The walk is a bonding experience that brings major visibility to the cause and to Avon’s brand. Herein lies Charity Watch’s main gripe with the foundation. Linking a corporation to a cause through similar branding, and selling similar products for-profit and for charity, is called “cause-related marketing.” Promoting a company and product while aiding a cause could result in a tug-of-war between what’s best for the visibility and identity of Avon the corporation and what’s going to have the most impact on the fight against breast cancer. As the Charity Watch investigation explains, “APF could be choosing high profile activities, such as the Avon Walk for Breast Cancer, based on the amount of publicity and brand awareness they generate rather than the efficiency with which funds are raised or the level of awareness generated for breast cancer.
— Avon Wants You to Know It’s Not Komen | Mother Jones
