Morals, markets and members: privatizing human rights in the name of the public good

[A] change in personal behavior stands a good chance of effecting change in consumer behavior. When people change the way they act, and then personally benefit from those actions, they are likely to have a strong positive association with the company that spurred the change…. The company could derive tangible marketing benefits from the change in consumer behavior, assuming the company has chosen a cause that fits its core markets, goods, and services.