Breast Cancer Awareness Month kicks off today, and much like pumpkin-flavored treats this time of year, it is time to brace yourself for #pinktober everywhere. While it is great that so many organizations use this opportunity to raise money for a worthy cause, consumers need to be on the lookout for companies that are “Pinkwashing” – creating pink products that do not really support the cause but are sold in the name of raising awareness. Even worse, many of these products are cosmetics that contain known carcinogens – so they are actually contributing to the disease they are profiting from.
The practice of pinkwashing became so widespread, that Breast Cancer Action (the watchdog group for the breast cancer movement) launched Think Before You Pink in 2002 in response to the growing number of pink ribbon products flooding the market. As they explain on their website, “The campaign calls for more transparency and accountability by companies that take part in breast cancer fundraising, and encourages consumers to ask critical questions about pink ribbon promotions.”
As an entrepreneur, riding current social trends is a great way to get exposure for your brand. While you need to be careful that your company is not pinkwashing, creating specific products for Breast Cancer awareness month in October and/or donating a percent of every sale to a cancer-oriented charity, is a nice way to have your company do good while increasing your bottom line.
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