Heck yes it's about the money!

I agree that it's all about the money. A lot of the brands mentioned and profiled by the article were strong, but then fell. Their feigned interest in these causes and very limited connection (diner food means diversity? shenanigans!) weaken the injured brand even further, and diminishes their credibility. I don't become loyal to a brand for their support of social causes or even because of their connection to certain organizations. I buy GM products because they are reliable, that's what I've grown up with, not because I believe in their strong connection to fight against breast cancer. I drink Starbucks coffee, not because I'm supporting their bean-farming whatever-ness, but because I like their coffee. I agree with the quote in the Denny's paragraph that a lot of this "social awareness" is damage control. Your company screwed up big time, made an ass of themselves, let's ride the coattails of something that's totally hot right now. I like the begining where it said the trend for companies in the 90's was to attach itself to animal and wildlife-related causes. Now it's health related. What will it be in ten years? Environment? Equality? Anything that's going to get these giant corporations money is the cause to support.