there is a lot of studies that back up the social idea that if 5% will support an effort, the other 95% will play along. A new age is at the door.

Good** lol

No, I do not know much about New Belgium and I have not participated in this Fat Tour... you mention. In fact, I don’t know much about Tecate or the monks brewing the stuff I had a few days ago. I don’t know much about the sizzurp guy or Cuban rum families. (all this intoxication talk????). I know many of these entities have created beneficial comunity programs, indirectly or directly. For every 1 New Belgium beer consumed ten million Buds are popped open.That beer you’re sipping on, you think some guy on a FS bike riding single track peddled it over to your neighborhood? Does it matter that I know anything about New Belgium or any of these groups? In fact it’s a brand messaging play that what I do know... their “identity” is a tightly controlled holy grail backbone surrounding the actual thing. That’s fine. I don't have an issue with the products these groups produce and have purchased many over many years.You’re mistaking 1% as being some effort of transparency. It’s an easy out for participants. That businesses not participating in this program are somehow not good citizens. It’s a complete elitist and inaccurate position which ultimately limits it’s reach. Next, not snowboard guy, tele. And frankly if you show me someone who can make a decent kit in their garage I’ll buy it. Yes, commercial consumerism is a fact of existence today.... And further so in elected luxury endeavors. Ummm, that portaledge serves what other purpose???? You paid twice as much for the dry fly? To drink beer is a luxury... let alone purchase a primo rate brand.... 1% functions, in part, to get you to pay the premium.So, we’re largely talking about social cause related marketing.... And I, as should most consumers in the outdoors space and, let’s say, fortunate to even have this choice, should be calling out and questioning a brands actions. Especially the so called protectors and leaders of the tribe. Look, all of these areas/causes you referred to will greatly outpace the microscopic contributions of this narrow consumer group. You’re talking about influence in 1/100 of 1%. But here I do not subscribe to the -something is better than nothing- pitch. For whom? In fact, it’s denialism in that this microscopic effort misleads the consumer for being a part of more effective models. You too likely laughed at Bush’s “go out and buy something” whack out... And this is largely an extension of that. Though with the caveat and clever clarification.... buy something as long as it’s ours...because.... You get the point. But I question the reason as not being as sound as it proclaims.And these numbers you’re pulling...? By whom and I don’t mean the “very, very easy” keyword search you’ve run. Venture off first page ranks for your data. I have to note your mention that I seemed “...to miss just how far 1% would go if all Americans and American corporations decided to give...” Of course.....it’s scale. This can be applied to many areas. But I’m afraid you’re inaccurate especially to the causes you mentioned... literacy, extreme poverty, world hunger (few of which I’ve seen on the 1% roster), then this program suffers even further. The issues you mention grow at a rate far greater than 1% of potentially involved brands could even attempt to aid in a viable manner. They are largely consumer demographics the brands have little interest in. I wish you were correct but I think it is entirely unrealistic.It’s a cozy protective barrier of denialism allowing guilt free non-essentials. This seems quite apparent???Com’on, it’s like Yvon’s little parcel of private heaven in Chile... You think securing this peanut of land will really do anything on a viable world scale? It’s a private snow-globe.My point is these moves distract from more viable and realistic efforts. Am I the only one to see this?Unfortunately I do not have a greater, more viable, realistic solution at the moment. I still stand that 1% is an obvious social object brand play and will have limited proclaimed effect and reach outside of strengthing those brands involved in something ultimately unrealistic.