Pathways to Consumer Insight
American teenagers want to do their bit for good causes, and one way is the “cut-a-thon”, growing your hair long, getting it all cut off and giving it to charity. Trouble is, the result can be a mountain of hair that no-one can use. Locks of Love, the leading US charity of its type, reports ruefully that around 80% of the hair they receive as donations is unusable for making wigs. Despite circulating clear guidelines, they get hair which is too short, too wet, too processed or flecked with gray. It mostly goes in the trash, rather than becoming wigs for cancer sufferers or patients with hair-destroying immune deficiencies. The charity’s leaders muse that the whole thing may be more about donors getting “a warm, fuzzy feeling” than the reality of actually helping people. The hair-donors? “They get the attention. They get so much out of it. Actually, a check would be easier”. Source: New York Times.
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