Pinkwashing 101: Why You Need to "Think Before You Pink"

In October, pink ribbons are as prevalent as pumpkin spice and that means that we're all amongst the rosy phenomenon called pink-washing.

The term "pinkwashing" is associated with companies that use the pink ribbon symbol or use the "support" of breast cancer charities as a marketing technique. Often, the pink ribbon is used to promote a product, yet sadly these manufactured products have been proven to contain ingredients that are directly linked to the disease developed or are used in a manner that associates it with increased risks of disease.

For me, having watched my beloved grandmother battle breast cancer three times, a disease that ultimately claimed her life when it metastasized in her bowels, this fact is disheartening. Though I'm not overly motivated to do so, I'm pretty sure that I've bought during pink ribbon campaigns marketed to unknowing consumers like myself – and I know I'm not alone when I say that at one time, I supported organizations like the Susan G Komen Foundation. With 1:8 women expected to get breast cancer today, we are all impacted by this disease.

Years ago, as I was beginning to understand the effects of toxic chemicals on our bodies, I began researching pinkwashing and stumbled upon Breast Cancer Action's page, "Think Before You Pink". It's a place where you can learn the sneaky ways companies use Breast Cancer Awareness Month to increase their market shares. They have been informing the public surrounding this issue for more than 20 years.

Why?

Let's translate what that 1:8 statistic looks like: A quarter of a million women will be diagnosed with breast cancer this year, and more than 40,000 of those currently diagnosed will lose their battle. Furthermore, women of color and underserved populations tend to have higher risks of developing breast cancer due to higher rates of exposure to environmental toxins. Meanwhile, billions of dollars are spent on pink ribbon awareness campaigns each year with too little to show.

Remember that history of the pink ribbon I shared recently? The Estee Lauder Companies, a global cosmetics corporation, has kept busy with trying to bring about "a breast cancer free world." Each October, they distribute pink ribbons, sell a variety of pink ribbon products, spearhead large events to illuminate international landmarks, host star-laden galas, and more. Yet cancer rates continue to rise despite their having given away more than 150 million pink ribbons and illuminated more than 1000 landmarks over the years.

The catch? Awareness without change does nothing. We can be aware all day long. We can be aware all day long, think positive thoughts all day long, and nothing will change until there's action behind that positive awareness.

The fact that Estee Lauder tells women facing breast cancer to "choose happy", "laugh often", and "smile" while filling their social media platforms with pink flowers, soothing tips, and product suggestions that are filled with cancer-causing ingredients like parabens and octinoxate is a gross mishandling of consumer trust. They've raised more than $70 million to support global breast cancer awareness, research, and education, but that immense sum is about half of 1% of their earnings. Such a tiny amount to spend on getting positive media exposure and brand recognition.

Okay, you say, so maybe I don't buy into Estee Lauder's campaign anymore, but certainly the Susan G Komen Foundation has made an impact.

Well, maybe not the kind you and I wish for.

In 2017, Susan G Komen's net donations and revenue was $258 million, but only 21% of that goes toward research. The rest goes toward raising awareness and administration. They have created their own perfume called "Promise Me" that includes ingredients linked to cancer: coumarin, fragrance, oxybenzone, and toluene. The Foundation has also teamed up with a variety of companies for campaigns that clearly pinkwash, from KFC and Diet Coke containers slapped with pink ribbons to selling pink water bottles that contain bisphenol A (BPA), a chemical with strong links to breast cancer and tumor growth.

Get this, friend, they've even gone to court to sue other small organizations over the term "cure" in 2010. Explain to me why, when you claim to be on a mission to discover one?!

Needless to say, Komen has come under scrutiny for their tactics. I'm personally disturbed that they give money to Planned Parenthood for more reasons than merely making a political statement. As a mother who held her baby boy as he died, life is so precious, but that's a story for another day.

I think it's safe to say that when it comes to pink ribbon campaigns, you've got to do some digging. Use BCAction's Think Before You Pink page to help you get started, but don't stop there. Maybe check out this Amazon documentary on pink ribbon campaigns. Find out what organizations interest you and how they use their money. Don't fall for those pretty pink ribbons or pink bottles just because the company says they support breast cancer awareness.

Most of all, turn the bottle over and read the label, or email the company to find out what is in their product (or what their product is made of) if it's not clearly apparent on their website or product packaging. At the end of the day, being an informed consumer is the most empowering thing you can do for your own health and beauty, and for your family (and, by extension, your community). It's one of the reasons why I started The Joyous Beauty, and why I keep sharing all these years later.

Prevention IS your best bet, and we're going to talk all about that next!

Sources:

(1) https://www.bcaction.org/about-think-before-you-pink/campaigns/knot-our-pink-ribbon/

(2) https://www.snopes.com/fact-check/komen-ceo-salary/

More Reading:

(1) https://www.huffpost.com/entry/why-i-am-antikomen_b_4975991

(2) https://thetruthaboutcancer.com/pinkwashing-breast-cancer/