Pink Ribbons Everywhere

By Lisa Alvy, Communications Intern

December 17, 2004

You may have seen them on the lapel of your co-worker's jacket or featured on a sandal charm around your sister's neck. Pink ribbons have been around for years, symbolizing breast cancer awareness, but now they're popping up everywhere.

Retailers are taking up the call, and raking in the bucks, designing merchandise specifically for consumers who want to show their support for the cause. Many companies use the pink ribbon symbol to promote products where a part of the proceeds go to breast cancer research; however, the percentage of earnings earmarked for donation (and the effectiveness of the recipient organization) can vary widely.

Groups like Breast Cancer Action (BCA), a 15-year old advocacy organization, argue that contributions below a certain percentage are a commercialization of Breast Cancer Awareness Month that loses sight of the campaign's intended purpose. Another concern is where the collected funds are going and how they will be used.

The NOW Foundation supports BCA's "Think Before You Pink" project, which encourages individuals to think before automatically supporting corporations that take up the breast cancer awareness banner.

In addition to concerns about the size and impact of the donations, BCA points out the hypocrisy of many companies that use breast cancer cause marketing. For example, some cosmetic companies that raise money for breast cancer also sell products containing parabens and/or phthalates, chemicals that have been linked to breast cancer. Other companies that profit from product sales supporting breast cancer research have also produced products that may be hazardous to women's health and the environment.

One aspect of being a critical consumer is asking questions of companies that use breast cancer promotions. Ask the manufacturer how much money actually goes toward breast cancer programs and services, who gets the money and what type of programs are being supported. This can help you as a consumer make informed decisions about your purchases. If the company's answers aren't satisfying, making a direct donation to the breast cancer cause of your choice may be a better option.