Human nature. People pursue things that make their life better (subjectively). Companies which are for-profit must undertake a business plan which has a chance at producing revenue... otherwise the company's owners will seek other management (who will presumably provide a better return on investment). Individuals are also often wrapped up in their own lives, so philanthropy is not on their list of priorities. Superficiality is all too common. Pleas for charity often turn me off... Guilt ridden tactics are extremely distasteful to me. Also, lots of charities are sadly turning into fund-raising organizations, with a disproportionate portion of donations going to administration and overhead vs. good acts. http://www.oag.state.ny.us/media_center/20.../dec30a_08.html http://www.charityintelligence.ca/?page=11 When I do decide to give, I choose causes that have personal meaning to me... and sorry, but Malaria research isn't one of those things. At the end of the day, spend your money on what you want to. If fighting Malaria is important to you, find a charity and donate / volunteer.