It seems like everyone has hopped on the cause-and-affinity-marketing train this past year. The transparency of social media has pretty much forced it to happen if a company wants to create, gain or retain brand loyalty. But there are a lot of things that can go wrong when you quickly and (almost) blindly jump into these types of partnerships. So take a breath. Think about what makes the most sense. Be genuine. Be mindful. And above all, read this issue of Thinking as we walk you through some of the musts, the don’ts and the in-betweens.