Customers would only smell the in-authenticity if the company is inauthentic. It comes down to intent.

There’s a big difference between (a) the company who latches onto a charity for public goodwill, and (b) a company that looks at their own success and wonders how they can leverage what they do to give back and make the world a better place.

That difference (though subtle to anyone in group a) is why there’s public lash back to the ones that are transparently awful.

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