October Breast Cancer Awareness Month: Cause Marketing, Pinkwashing and What Questions to Ask Yourself BEFORE Buying Pink Ribbon Products.

I always notice the "Pink Ribbon" products throughout the year, but during the month of October I see a surge in "Pink Ribbon" products EVERYWHERE! I'm pretty sure just about EVERY company has a "Pink Ribbon" product out during October, the Breast Cancer Awareness Month...

Blame it on Cause Marketing, a term used when "companies align themselves with a cause because it will improve the public's perception of them and increase their profits, and Breast Cancer Awareness is one of them. Unfortunately, consumers are led to believe that their purchases will help end the breast cancer epidemic." 

I'll admit that I have never bought a "Pink Ribbon" product because I just have to so many questions that can never be answered by asking the sales associate or reading the pamphlet and/or label. I just don't trust that these companies REALLY CARE about the cause they are promoting, I just see it as marketing, another way to cash in on a cause and the consumers who REALLY DO CARE. I rather donate DIRECTLY to an organization where I know how the money is being spent.

And watch out for the Pinkwasher: (pink’-wah-sher) noun. A company or organization that claims to care about breast cancer by promoting a pink ribbon product, but at the same time produces, manufactures and/or sells products that are linked to the disease.

Questions to ask before buying a "Pink Ribbon" product:

1. Does any money from this purchase go to support breast cancer programs? How much?

        EXAMPLE, this year, UGG Australia is selling a Pink Ribbon Collection, their famous boots and slippers with a pink ribbon on the side. HOWEVER, purchase of the Pink of Ribbon Collection is not connected to UGG Australia's donation. None of the portion of the sales went toward their already set donation of $42,750 to Susan G. Komen for the Cure. No matter whether or not you buy the Pink Ribbon Collection, their donation is the same.

From UGG Australia's website Pink Ribbon Collection:

"In 2013, UGG Australia donated $42,750 to Susan G. Komen to help in the fight against breast cancer. Additional purchases will result in raising awareness to the ongoing battle and not to additional donations."     

     

2.What organization will get the money? What will they do with the funds, and how do these programs affect the breast cancer epidemic?

       EXAMPLE: The Breast Cancer Awareness 2 pack of Smooth Sphere Lip Balm is advertised by its maker, eos, online with the following: "A portion of proceeds will benefit breast cancer research." It is not clear what breast cancer organizations would benefit, how much money they would receive, and what programs or work would be funded by the donation.

3. Is there a "cap" on the amount the company will donate? Has this maximum donation already been met?
        EXAMPLE: In 2010, Reebok marketed a line of pink ribbon emblazoned footwear and apparel at prices ranging from$50 to $100. Though it heavily promoted the fact that some of their pink ribbon product sales would be donated tothe Avon Breast Cancer Crusade, they set a limit of $750,000, regardless of how many items were sold, and therewas no mechanism in place to alert consumers once the maximum donation had been met.

5. Does this product have toxins linked to breast cancer? What is the company doing to ensure that its products are not contributing to the breast cancer epidemic?

        EXAMPLE: In 2011, Susan G. Komen for the Cure commissioned a perfume called Promise Me that contains unlisted chemicals that are regulated as toxic and hazardous, have not been adequately evaluated for human safety, and have demonstrated negative health effects. Although Komen said they would reformulate future versions of the perfume, without official adoption of the precautionary principle, there is no guarantee that future versions would be better.

PLEASE Check out Think Before You Pink for more information!