Back in December I took note of a grocery chain circular that had aggregated several cause marketing efforts onto one page and asked, rhetorically, whether it was a good idea or not. Further, I asked where are the marketing theories to give some guidance on whether a company that does multiple and coinciding cause marketing promotions, as this chain did, was right to combine them or was better to keep them separate and distinct. I’m here now with own crackpot theory, borrowed from the field of education and informed by octogenarian educator and literary critic E.D. Hirsch. Hirsch is perhaps best known as the author of the book Cultural Literacy and a founder of the Core Knowledge movement. In a recent essay called ‘A Wealth of Words,’ Hirsch makes the case that receding economic equality in the United States can be laid at the feet of declining student vocabulary size. “Vocabulary size,” writes Hirsch in the City Journal, “is a convenient proxy for a whole range of education...
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