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Beware of ‘Pinkwashing’ during Breast Cancer Awareness Month


27 Oct. 2021 – Thanks to early detection, breast cancer mortality rates have declined since 1989. But an estimated 1 in 8 women will still get breast cancer in their lifetime.

In honor of Breast Cancer Awareness Month, many companies are launching programs that bind a part from retail sales to donations to breast cancer organizations. But not all programs are the same.

The group Breast Cancer Action coined the term “pinkwashing” for companies that make misleading claims about supporting cancer groups. It suggests critical questions to ask before buying a product with promises to support breast cancer. They include:

  1. Is any money going out of this purchase to support breast cancer programs? How much?
  2. Which organization will get the money? What are they going to do with the funds, and how are these programs reversing the tide of the breast cancer epidemic?
  3. Is there a “cap” on the amount the company will donate? Has this maximum donation already been reached? Can you notice?

But there are many companies that make these things clearer. These six companies have launched initiatives to fund research and programs that benefit those affected by breast cancer. Town & Country magazine identified ten more, just like USA Today.

Supportive care: Victoria’s Secret says he believes “a comfortable bra is an essential part of the healing journey” for women with breast cancer. The lingerie retailer has partnered with designer Stella McCartney to create a new range of mastectomy bras that have pockets and front closures, which makes them both practical and beautiful. Throughout October, the bras sell for only $ 10, and 100% of the proceeds go to the Victoria’s Secret Global Fund for Women’s Cancers to support breast cancer research.

A cup of care:Tea is the ultimate convenience drink. Sips has created a Breast Cancer Awareness Tea Box, a gift box filled with teas such as Have Hope and Pinkolicious Oolong Tea that are meant to comfort those affected by breast cancer. The tea subscription service donates $ 1 from each box to the Susan G. Komen Foundation.

Pedal force: Wearing official Peloton goods will not help you move up the rankings, but it can help women affected by breast cancer. The lifestyle brand has launched a range of leggings, hoodies, sports bras and joggers with a “stronger together” logo as part of its Breast Cancer Awareness collection. A portion of the proceeds – up to $ 30,000 – from October sales will be donated to the Breast Cancer Research Foundation.

Fashion Forward: From butterfly charm to rose quartz, jeweler Kendra Scott has created accessories that make more than just a fashion statement. As part of the Shop Yellow for Pink Breast Cancer Awareness Campaign, Scott donates a portion of the sales – up to $ 150,000 – to the Breast Cancer Research Foundation and donates one piece of jewelery to a woman affected by breast cancer for every piece sold. .

Paint with a purpose: Brightens a room with a fresh coat of paint. Two new shades, Pink Ribbon Care and Pink Ribbon Support, add a doll color and evoke a sense of self-care. Falspar paint has released the exclusive colors to raise funds in the fight against breast cancer. Five percent of the proceeds will be donated to the Pink Ribbon Foundation to provide grants to support early detection and treatment of breast cancer.

Drink pink: The Red Phone Booth cocktail bar in Atlanta turned pink for October and added a limited edition pink cocktail to the menu. Brockmans Hope contains Brockmans Gin, crème de raspberries, an egg white, Luxardo Cherry wine, and lime juice, as well as a pink ribbon garnish. A portion of the proceeds from the sale of the liquor offering will be donated to non-profit organizations such as the American Cancer Society’s Real Men Wear Pink.



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