1. Pampers and UNICEF
• Pears Foundation: Johnstone-Louis, Dolan
• Consumer promotion with charitable impact
– 1 pack = 1 vaccine
– Maternal/neonatal tetanus
– Based on identification between mothers
• Holiday season programme
– Begun in Europe in 2006, global in 2008
– By 2010, raised money for serum worldwide
– Now working to defray delivery costs
– Intend to eliminate disease by 2015
• Draws business from market share.
2. Power and Consumption
• Unpaid reproductive work
• Quantifiable as consumption
• 80% of all consumer spending
• Historically effective as political leverage
• Key point: identity purchasing moves
millions to cause benefitting mothers
• Other points of impact: threat of boycott
in garment industry.
4. Why Would Business Do This?
• Make money
• Build credibility with consumer base
• Invest in future growth
• Keep employees happy
• Investors are increasingly female.
5. Consumption
Goods and Services
Public Business
Productive Service (Labor and Land)
Wages, Interest, Profit
