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Opinion: Retailers, stop making good causes all about you

A CEO swoops in and visits a soup kitchen for a photo opportunity. A retail leader participates in a sponsored parachute jump, without any real ties to the organisation involved. A store hosts a charity fundraiser and plasters its brand logo over every square inch of marketing real estate, leaving little left for the charity itself. In every single one of these scenarios, appearing ‘charitable’ is a greater concern than being charitable. The actual well-being of the not-for-profits and chari