“Cause related-marketing, as we know it, is dead. Purpose must now be engrained into the core of a company or brand’s proposition. It is no longer enough to slap a ribbon on a product. It must be authentic, long-term and participatory,” said Carol Cone, proclaimed “mother of cause marketing” and managing director, Brand & Corporate Citizenship, Edelman. “Americans are seeking deeper involvement in social issues and expect brands and companies to provide various means of engagement.”