Charitable hearts across the nation are linking arms throughout the month of October to aid in the battle against breast cancer, a disease which affects 1 in 8 women the United States alone. As the second leading cause of deaths among women after lung cancer, raising breast cancer awareness is a pervasive cultural development within our lifetime as modern medicine continues its search for a cure.
With the continued growth of breast cancer awareness, however, many consumers including cancer patients and survivors alike are calling to question the moral validity of pink power.
Cause Marketing and the Pink Movement
In the last decade, breast cancer awareness has dominated the sea of “cause marketing” campaigns with the advent of pink-ribboned logos acting as symbols in support of breast cancer research.
Corporations consider cause marketing to be a win-win situation for all parties involved, as a portion of profits generated by sales go toward breast cancer awareness, and consumers are left feeling empowered that their decision to “think pink” has saved lives.
In a USA Today Gallup Poll, 84 percent of the 1,004 individuals surveyed said they purchase products adorned in pink as a means of supporting the fight against breast cancer, and 94 percent of which between ages 18-29 now specifically shop for the cure.
When Pink Turns Red
However, the overwhelming degree of “pinkwashing” at local grocery or department stores has kindled debate among Americans and breast cancer activists regarding just how much of an impact ribboned products have made.
Skeptics argue that companies are not forthcoming with the limitations and fine print associated with their philanthropic packaging. Moreover, pretty-in-pink initiatives have received flak as deceptive marketing ploys for businesses to gain PR brownie points, boosting their image and gaining new consumers at the expense of the cause.
A resounding voice in the anti-pinkwashing movement is the Think Before You Pink project by Breast Cancer Action. In 2010, they called to attention a controversial partnership between the well-established breast cancer organization Susan G. Komen for the Cure, and fast-food mogul Kentucky Fried Chicken (KFC).
Diet plays an impactful role in the development and resurgence of breast cancer, causing activists to wonder whether the partnership is lending a greater contribution for disease, rather than charity ($0.50 of each bucket sale is given to Komen).
Another example of where corporation profitability is not wholly in favor of breast cancer is Everlast’s 2011 cause strategy, which highlights they will donate $1 for every pink-plastered pair of boxing gloves they sell.
However, the math falls short as their breast cancer boxing gloves are $30-$50 per pair, resulting in less than 4 percent of proceeds directed to their partner, the Breast Cancer Research Foundation.
Be Proud to Buy Pink with These Tips
In the midst of pink marketing, it can be difficult for consumers to determine which campaigns are rooted with good intentions and lead to powerful results against breast cancer. While a few products in stores this month cause Americans to raise eyebrow, there are a multitude of products which preserve the mission of educating and abolishing breast cancer.
Those who are still interested in hopping on the pink wagon should consider the following tips from Think Before You Pink to ensure funds reach the proper breast cancer charities.
How much of the purchase is donated?
When picking up that cereal box strewn with ribbons, read through the fine print to understand how much of your purchase will actually go toward the cause.
What is the maximum contribution cap, if any?
At times, companies will place a cap to their donations.
For example, Yoplait indicates they will donate $0.10 for every registered foil lid they receive until December 31st, up to $2 million. Should Yoplait reach their $2 million contribution cap by late October, for example, purchases made thereafter will not count toward the program and all profits will remain in the hands of Yoplait.
How are funds raised?
Often, consumers assume that just by buying the product a part of the purchase goes directly support the cause. However, campaigns like Yoplait’s foil lid project require they take additional action, like registering a code on-line or mailing in a form for organizations to receive the funds. Again in this scenario, it’s important to read the small print.
Which organization do funds go to? What do they support?
In essence, businesses are donating money on behalf of the consumer, which is why understanding how the contribution will be used becomes essential. In other words, will it continue to fund major research organizations, or be sent to underfunded research programs that promote innovative approaches?
Does the company itself contribute to the disease?
Like the KFC example above, some cause marketing initiatives may do more harm than good. Another instance is Chambord Liqueur’s “Pink Your Drink” campaign, which promotes the consumption of alcohol, a known link to breast cancer. Buy to promote a solution, not add to the problem.
Ensure that 100 percent of your charitable efforts end up where you intend. When in doubt, the best recommendation is to donate directly to the breast cancer organization of your choice. It’s a secure and wholly selfless way to make a life-changing difference.
