Most people may feel sad or sympathetic when they hear about breast cancer awareness (BCA); unfortunately, however, these feelings do not extend to corporations.
October is breast cancer awareness month (BCAM), a time to honor those who have lost their battle against this harrowing disease, support those who are still fighting, and advocate for research that will put an end to this pain and tragedy. Companies do not view BCAM with the same objectives. Rather, they use this month as means to increase revenue and create favorable public awareness for their brands.
According to the Breast Cancer Action Organization, “pinkwashing is when a company or organization claims to care about breast cancer by promoting a pink ribbon product, but at the same time produces, manufactures and/or sells products containing chemicals that are linked to the disease.”
Companies slap a pink ribbon, the universal symbol of breast cancer, onto a product campaign in the name of “awareness,” but don’t actually support breast cancer survivors, victims, and researchers with the earnings they make as a result. In fact, some companies, like beauty brands, will create products that can be harmful to its users. Pinkwashing is a sick marketing technique used to take advantage of consumers.
Sarah Eidelman, a junior communication student, argued, “I feel like certain brands go into breast cancer awareness month with good intentions, but at the same time I’m sure there are a good amount of companies that are only looking to utilize that time to make a profit.”
For example, companies tend to exploit BCAM when they release special edition products, usually colored pink, and claim the line was created to “spread awareness and support” for BCAM; nonetheless, they don’t actually list details on how their products will benefit BCA financially. Sometimes companies will even call on consumers to share their products on social media to show BCA support, but really their main goal is to generate free marketing and advertising. Curating a BCA line not only bolsters sales for the month, but also creates a more positive brand identity, allowing companies to rake in sales for months to come.
“This is a tricky topic because some brands actually do care and donate their profits towards research on breast cancer, however some companies create breast cancer inspired products as a strategic way to get the public to buy their products,” said Kirsten Cluett, a junior health studies student.
This is not to say all BCAM inspired collections are bad, but you have to do your research before you buy. Some examples of wonderful products to purchase this month include, Birkenstocks popular Arizona slide in light rose, where 20 percent of each purchase will be donated to the National Breast Cancer Foundation; Loft’s limited edition pink candle, where 50 percent of the proceeds will be donated to the Breast Cancer Research Fund (BCRF); and Bobbi Brown’s BCA lip gloss duo, in which all proceeds will be donated to BCRF. Brands that actually care about BCA will explicitly tell consumers where their money is going and how it will actively help breast cancer patients. These products were pulled from Meg Donohue and Noelia Rojas-West’s article, “36 Brands to Shop in Support of Breast Cancer Awareness Month,” written for ELLE Magazine.
Think before you buy pink, find out where your money is going, and if you really want to help this month, try donating to a BCA fund or program directly.
