A consortium of apparel brands is making an effort to create more responsible and ethical marketing, branding and product design decisions.

Cause marketing has been proven to boost sales, engagement and customer loyalty, but are the new models of embedded generosity a passing fad or the new fundamental? Knowing what we do about the phenomenon in human behavior that is conspicuous conservation, perhaps we can use this notion to our advantage and–more importantly–the advantage of those in need to create a new standard for consumer goods.

Let’s take clothing as an example. Made for Good is a new consortium of like-minded apparel brands, which currently includes Jedidiah, MusiCares apparel, Beautiful Feet, United Artist Network, and Rain Tees, that each use product sales to raise money for charity. There are five key ways that this brand is using conspicuous consumption to the advantage of the brand’s beneficiaries:

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