It's a different outlook and one that I understand. When you are a former member of the Warsaw Pact when you have lived behind the Berlin Wall when you have experienced the communist systems that existed in these countries for them the West represents hope.

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More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly they are marketing ineffectively and secondly as a consequence their positive social impact is not maximized.