So this isn’t a new topic. But something near to my heart since I work at the American Cancer Society High Plains Division. Pinkwashing is the same as greenwashing or any other campaign where brands are taking advantage of publicity regarding breast cancer and breast cancer research. I think this quote explains it very well:
“But when she began researching which charity to support, Jarmoska felt overwhelmed. Numerous organizations sponsored walks, runs and bike trips. Even more were pitching pink-ribbon products and promotions with a promise that a portion of sales would support a breast-cancer cause. Jarmoska was stunned by the profusion of pink cosmetics, jewelry, teddy bears, blush wines, blenders, candles and paper products. “I realized breast cancer had become the poster child of corporate cause-related marketing campaigns,” she says. “With so many companies involved, my suspicion was that the motive was not always entirely pure.””
As you can see it’s not only bad for the charity involved, but for the customer. I’m not blaming the non profit here, I just want to point this out to people. Just because you buy a pink hairdryer doesn’t mean that 100% of the proceeds go to the non profit quoted on the box. Or sometimes people assume the American Cancer Society gets the money! But in reality we rarely partner around pink products. So buyers beware!
Here are some examples from a recent Austin American Statesman Article:
Pink Oakley Sunglasses: $180.00 w $20.00 from each sale going to the Young Survival Coalition
Ella Moss World Tank: $49.00 w $5.00 going to the Breast Cancer Research Foundation
Avon Crusade Tote Bag: $10.00 w $10.00 of the Net going to Avon Breast Cancer Crusade.
Give Hope Jeans: $88.00 w 100% up to $200,000 going to Living Beyond Breast Cancer.