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.

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.

Consumption Gifts

Why Would Business Do This?

• Make money• Build credibility with consumer base• Invest in future growth• Keep employees happy• Investors are increasingly female.

Public Business

Goods and Services

Productive Service (Labor and Land)

Consumption

Wages, Interest, Profit