Good cause advertising...

Good cause advertising can be compared to the green movement in a number of ways. There are two types of businesses that associate themselves with the green movement. One is trying to promote the cause of sustainability and environmental awareness, while partake in a process known as green washing. Green washing, is defined by a party who is deliberately taking advantage of the green movement seeming to be proactive about environmental health when in fact theyre simply taking advantage of the popularity of the movement.

Analogously for good cause advertising there are two types of businesses. The first type of business that uses good cause advertising legitimately has a vested interest propagating an idea for society.