Products raising money for a cause is nothing new. Whether it's the plethora of pink items supporting breast cancer or a Livestrong bracelet, we're used to giving money and being rewarded with a promo item.
Capitalism is changing. It is evolving. And big companies are going to start to realize that when the cause is the brand, the consumer cannot get enough. That means two things: 1. More profits and 2. more good.