Beyond the Ribbon: Fighting Pinkwashing with Meaningful Marketing

Next month, the world will turn pink in recognition of Breast Cancer Awareness Month. From pink products lining store shelves to corporate logos adorned with pink ribbons, the pink ribbon campaign has become a widespread symbol in the fight against breast cancer. But behind the sea of pink, there are growing concerns: Are these campaigns making a real difference, or are they simply a marketing tactic? And how much of the money spent on products branded with pink ribbons is actually going toward supporting breast cancer research and advocacy?

This phenomenon, often referred to as “pinkwashing,” describes the practice of using the pink ribbon to market products without a meaningful donation to breast cancer research or advocacy. Pinkwashing can also refer to placing a pink ribbon on retail products being sold that are known to actually increase the risk of breast cancer. As someone personally affected by breast cancer—having two family members diagnosed within months of each other this year— I’ve become especially sensitive to how pinkwashing can exploit cancer survivors. Brands need to move beyond superficial support and focus on making a real impact.

History of the Pink Ribbon

Did you know that the first breast cancer awareness ribbon was not pink, but peach? In 1992, Charlotte Haley, whose family had been affected by breast cancer, began making peach-colored ribbons to raise awareness about the lack of funding for breast cancer prevention. She distributed her ribbons with a card that read, “The National Cancer Institute’s annual budget is $1.8 billion. Only 5% goes to cancer prevention. Help us wake up our legislators and America by wearing this ribbon.”

Haley’s grassroots campaign caught the eye of Self Magazine, which was planning a special edition on breast cancer awareness in partnership with Estée Lauder. They wanted to use the ribbon as part of their campaign, but Haley declined, fearing her message would be commercialized. Unable to secure the peach ribbon, Self Magazine and Estée Lauder “rebranded” the ribbon. And when they changed the color to pink, they shifted the focus to marketing, awareness, and corporate gain.

Pinkwashing

While there are products and brands that actually do help those living with breast cancer and donate meaningfully to breast cancer research, others just slap a pink ribbon-shaped sticker on their goods and call it a day. Pinkwashing occurs when brands use the pink ribbon or other breast cancer symbols to suggest support for the cause, while offering little to no actual contribution. It’s a performative display, designed more to boost sales and enhance a brand’s image than to truly help those affected by breast cancer. Consumers buy into these campaigns thinking their purchases are making a difference, only to find out later that their dollars didn’t have the impact they expected. As the pink ribbon is generally unregulated by any agency, there is a lack of transparency about how much money will be donated, the recipient of the funds, if there is a cap to the donation, and whether the sale of the product will increase the donation.

While there’s undoubtedly support and solidarity to be found in the pink ribbon, we need to make sure our donation money is going to the cause. Breast cancer is not just a marketing opportunity. It’s a devastating disease that affects millions of people around the world and profoundly impacts lives. When companies engage in pinkwashing, they dilute the significance of the cause and undermine the work of organizations genuinely trying to make a difference.

This shallow form of support can also breed distrust among consumers. People are becoming more aware of brands that use causes like breast cancer for their own gain without being transparent about where the money is going. As a result, companies that engage in pinkwashing may lose credibility, erode customer loyalty, and even damage their brand in the long term.

Turning the Pink Ribbon into Meaningful Action

It’s time for brands to move beyond the pink ribbon and turn their breast cancer awareness efforts into something impactful. Here are a few ways companies can avoid pinkwashing and make a real difference:

• Commit to Transparency and Accountability

Consumers want to know exactly how their purchase supports the cause. Brands should clearly state the financial contributions being made from sales, where the money is going, and how it will be used. Vague promises like “a portion of proceeds” are no longer enough. Specificity breeds trust, and consumers deserve to know how their money is making an impact.

• Partner with Reputable Breast Cancer Organizations

Collaborating with established and reputable breast cancer charities can be a powerful way to ensure that a brand’s efforts are making a real difference. These partnerships can help fund vital research, provide support for patients, or raise awareness about early detection. By working with a trusted organization, brands can amplify their impact and lend credibility to their campaign.

• Engage in Year-Round Support

Breast cancer doesn’t just affect people in October. Brands that are truly committed to the cause should extend their efforts beyond the confines of Breast Cancer Awareness Month. Whether it’s through ongoing donations, educational content, or support for survivors, companies can demonstrate their dedication by contributing to the fight against breast cancer year-round.

• Focus on Education and Prevention

Awareness is about more than turning a logo pink. Companies can make a real impact by collaborating with medical professionals to provide accurate and valuable information. Brands can use their platforms to inform consumers about breast cancer risks, the importance of early detection, and available resources for those affected.

• Support Breast Cancer Patients Directly

Another way for brands to make a tangible difference is by offering direct support to those affected by breast cancer. This could be through donating products or services, organizing care packages, or providing financial assistance to patients undergoing treatment. By putting the focus on those who need it most, companies can show that their commitment to the cause goes beyond just selling products.