Pink Ribbon Products: Supporting Breast Cancer or Company Piggy Banks?
In honor of Breast Cancer Awareness Month (October) I would like to first, direct you over to Sarah's blog post - it's a great rundown of breast cancer facts, links, and fun.
Now onto my analytic blog post. Every year it seems more organizations and companies come out with Breast Cancer Awareness products. In fact, you can buy almost anything with a pink ribbon on it. Maybe you've purchased something especially because of its pink ribbon. I'm sure, on more than one account, that I have. One important perspective I try to slip into from time to time is the social and cultural implications of health stuff. In America, especially, it's sometimes hard to separate the real from the fake and the genuine from the potentially not-so-honest. As Health Activists, I think it's important that we monitor both sides of the equation: how to raise awareness effectively and how to make sure the information that's buzzing about is correct and true-to-life. Knowledge is power. Especially if you're in a position of leadership in a health community.
Now, the pink ribbon helps many people feel as though they are "connected to the cause" but, as this article wonders, are survivors sick of pink? As one survivor who was interviewed notes, "I think that the pink ribbon, as a symbol, tends to pretty up what is a pretty crappy disease. But a pink ribbon is easier to look at than the disease itself." Some feel that companies are exploiting breast cancer "marketing themselves as philanthropic outfits that care about women when what they mostly care about is the pink ribbon's enormous ability to boost profits."
October is Breast Cancer Awareness Month . And, this time of year pushes some survivors to feel the weight of the disease more than ever. It is difficult to avoid the constant pink and some patients or survivors don't want to be reminded of impending test results, mammograms, and MRIs. One survivor says, "I cringe when I see that stuff. I feel like they're taking advantage of people who are suffering and want a sense of belonging."
Maybe you've wondered, like I have,why is breast cancer such a marketable cause? Well, one of the most likely reasons is that it is a disease that affects predominantly women. Women who cannot do too much to prevent it, since the biggest risk factors are unalterable: genetics and age. This may be simplifying it, but, in addition, women are the biggest shoppers. No matter the product or target age demographic, nearly all advertising is geared to women (especially mothers) because they have immense purchasing power. For decades, women have made the majority of household purchases - and it seems still true today. Cyclical, really, since women continue to receive the brunt of all advertising.
When a product is coupled with a charity or cause, it is called "cause-related marketing." Avon and Estee Lauder were two of the first companies to use the pink ribbon to sell their cosmetics. The Susan G Komen for the Cure fund-raiser, for example, raised about $50 million from 250 companies last year. But there are dozens of other charities that make deals with companies to "raise funds." And over time, cause-marketing has given a lot of peoples' spending money to breast cancer research and education. But the profitability is where ethics come into play. One study says that 79% of consumers would switch from buying one brand to another if it supports a cause. This makes perfect sense of course, as we love to justify our purchases with good conscience. For example, one shampoo brand saw 74% sales increase when it aligned with a cause. This type of increase more than makes up for the money given away to the charity or cause - and the underlying company profits greatly. But it's unlikely most buyers know this. When they are buying to support a cause they probably believe the company is paying out of its own pocket to the cause.
It's important to remember that companies aren't just aligning with charities or causes to fund them. There is definite monetary gain to be made as well as great PR for their products and brands. It's smart business, really. But imagine how much more money the charity would receive if the companies directly donated instead of spent money producing and marketing their "pink" line - which is likely pretty expensive.
Keep in mind that, in addition to wholesome pink pens and car magnets - there are racy "egregious, tasteless" pink-ribbon products (like plastic breasts mounted on wood that move and play music). They all give money to the cause - but at what cost? Some survivors feel that their pain and struggle is the gain for not-so-deserving companies. For a different perspective, check out breast cancer patient Jeanne Sather's fight against the pink ribbon and Breast Cancer Awareness Month on her blog "The Assertive Cancer Patient: Living with Cancer and an A...
However, it's also (maybe even more) important to remember how many great things have come out of the breast cancer publicity. More women than ever are tested, treated, and cancer-free. This fact alone may make you disregard the possibly unsavory funding. I'm almost sure that other diseases or charities envy the breast cancer community's strength - wishing they could acquire the same attention and support. Every year more women and men join together and walk in breast cancer walks and other nation-wide events. These things might not have been accomplished without a little PR from these profiting companies. And so many people take pride in buying and displaying their breast cancer support products (check out this blog post by lois) - this can't be wrong can it? If women's suffering can be reduced in some way - shouldn't we do whatever we can?
•But what do you think?
•Have you heard a backlash against pink-ribbon products by breast cancer survivors?
•Do you support the sales of breast cancer products? Where should we draw the line?
•Is there a most honest way to raise money for the cause?
•Do you find pink-ribbon products exploitative of others' pain?
•Have others in your online communities discussed this?
•How would you feel if your particular illness or ailment were treated as breast cancer has? Is the donation money worth the over-exposure? When it comes to medical research - is there such thing as "too much attention?"
Learn more:
Join the WEGO Health Cancer Group and Women's Health Group
Visit BreastCancer.org
Now onto my analytic blog post. Every year it seems more organizations and companies come out with Breast Cancer Awareness products. In fact, you can buy almost anything with a pink ribbon on it. Maybe you've purchased something especially because of its pink ribbon. I'm sure, on more than one account, that I have. One important perspective I try to slip into from time to time is the social and cultural implications of health stuff. In America, especially, it's sometimes hard to separate the real from the fake and the genuine from the potentially not-so-honest. As Health Activists, I think it's important that we monitor both sides of the equation: how to raise awareness effectively and how to make sure the information that's buzzing about is correct and true-to-life. Knowledge is power. Especially if you're in a position of leadership in a health community.
Now, the pink ribbon helps many people feel as though they are "connected to the cause" but, as this article wonders, are survivors sick of pink? As one survivor who was interviewed notes, "I think that the pink ribbon, as a symbol, tends to pretty up what is a pretty crappy disease. But a pink ribbon is easier to look at than the disease itself." Some feel that companies are exploiting breast cancer "marketing themselves as philanthropic outfits that care about women when what they mostly care about is the pink ribbon's enormous ability to boost profits."
October is Breast Cancer Awareness Month . And, this time of year pushes some survivors to feel the weight of the disease more than ever. It is difficult to avoid the constant pink and some patients or survivors don't want to be reminded of impending test results, mammograms, and MRIs. One survivor says, "I cringe when I see that stuff. I feel like they're taking advantage of people who are suffering and want a sense of belonging."
Maybe you've wondered, like I have,why is breast cancer such a marketable cause? Well, one of the most likely reasons is that it is a disease that affects predominantly women. Women who cannot do too much to prevent it, since the biggest risk factors are unalterable: genetics and age. This may be simplifying it, but, in addition, women are the biggest shoppers. No matter the product or target age demographic, nearly all advertising is geared to women (especially mothers) because they have immense purchasing power. For decades, women have made the majority of household purchases - and it seems still true today. Cyclical, really, since women continue to receive the brunt of all advertising.
When a product is coupled with a charity or cause, it is called "cause-related marketing." Avon and Estee Lauder were two of the first companies to use the pink ribbon to sell their cosmetics. The Susan G Komen for the Cure fund-raiser, for example, raised about $50 million from 250 companies last year. But there are dozens of other charities that make deals with companies to "raise funds." And over time, cause-marketing has given a lot of peoples' spending money to breast cancer research and education. But the profitability is where ethics come into play. One study says that 79% of consumers would switch from buying one brand to another if it supports a cause. This makes perfect sense of course, as we love to justify our purchases with good conscience. For example, one shampoo brand saw 74% sales increase when it aligned with a cause. This type of increase more than makes up for the money given away to the charity or cause - and the underlying company profits greatly. But it's unlikely most buyers know this. When they are buying to support a cause they probably believe the company is paying out of its own pocket to the cause.
It's important to remember that companies aren't just aligning with charities or causes to fund them. There is definite monetary gain to be made as well as great PR for their products and brands. It's smart business, really. But imagine how much more money the charity would receive if the companies directly donated instead of spent money producing and marketing their "pink" line - which is likely pretty expensive.
Keep in mind that, in addition to wholesome pink pens and car magnets - there are racy "egregious, tasteless" pink-ribbon products (like plastic breasts mounted on wood that move and play music). They all give money to the cause - but at what cost? Some survivors feel that their pain and struggle is the gain for not-so-deserving companies. For a different perspective, check out breast cancer patient Jeanne Sather's fight against the pink ribbon and Breast Cancer Awareness Month on her blog "The Assertive Cancer Patient: Living with Cancer and an A...
However, it's also (maybe even more) important to remember how many great things have come out of the breast cancer publicity. More women than ever are tested, treated, and cancer-free. This fact alone may make you disregard the possibly unsavory funding. I'm almost sure that other diseases or charities envy the breast cancer community's strength - wishing they could acquire the same attention and support. Every year more women and men join together and walk in breast cancer walks and other nation-wide events. These things might not have been accomplished without a little PR from these profiting companies. And so many people take pride in buying and displaying their breast cancer support products (check out this blog post by lois) - this can't be wrong can it? If women's suffering can be reduced in some way - shouldn't we do whatever we can?
•But what do you think?
•Have you heard a backlash against pink-ribbon products by breast cancer survivors?
•Do you support the sales of breast cancer products? Where should we draw the line?
•Is there a most honest way to raise money for the cause?
•Do you find pink-ribbon products exploitative of others' pain?
•Have others in your online communities discussed this?
•How would you feel if your particular illness or ailment were treated as breast cancer has? Is the donation money worth the over-exposure? When it comes to medical research - is there such thing as "too much attention?"
Learn more:
Join the WEGO Health Cancer Group and Women's Health Group
Visit BreastCancer.org
Tags: awareness, breast, cancer, charities, companies, komen, marketing, money, october, pink
Add a Comment
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Comment by renel on October 9, 2009 at 9:03pm - i think all the pink products are a great way to bring us alltogether instead of creating isolation. Isolation is a big problem when ill.
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Comment by Sarah on October 6, 2009 at 8:33pm - Janeen, thanks for the links to Charity Navigator and Charity Watch. I knew there were sites out there that let us know more specifically where monies were going. : )
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Comment by Janeen on October 6, 2009 at 8:24pm - I agree Sarah! If you truly want to give to a cause, you need to do your homework to find the best organization to channel that money into good. You can go to charity navigator or charity watch to research who you are giving your money too. I just hope that people GIVE. That's what makes awareness marketing a necessary evil. Yes, big companies profit but a lot of people wouldn't do anything if it wasn't available to them at their finger tips. And I guess a little is better than nothing at all.
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Comment by Sarah on October 6, 2009 at 7:42pm
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Janeen, I think you're totally right with "When you give money to charity, you have to give freely of the heart and let it go. You give with the best of intentions and hope that others will do good." Once you let go of that money, it's no longer yours. If you do your research, though, you can rest more assured that it will be used for exactly the reason you thought it would be, but a person has to do their research! Just like with taking medications, a consumer can know what they're getting into - isn't the application of charity dollars public knowledge? (For some reason I have it in my head that the information is available somewhere.)
The MinnPost article includes the paragraph "So if you want to donate to breast cancer this month, find an organization you like and write out your check directly to it. That's the advice given by most advocates for any cause." which I whole-heartedly agree with. Know what you're getting yourself into before you put forth your hard-earned dollars.
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Comment by Janeen on October 6, 2009 at 6:21pm
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I have to tell you that today is the first time I've ever thought or even heard about this! And I've heard about it twice now, right here on WEGO Health (see DK's post What's your view of pink Oct.?).
Honestly, I have to admit that some of the pink things kind of bother me. Things like mixers and blenders just seem a bit much, and there is A LOT of pink and it can get on your nerves. Having said that, I like the pink ribbons. I like that people support the women in their lives that have been affected. I am one of the lucky ones. I do not have anyone in my family that has suffered from breast cancer. So I guess I feel like I don't get a vote on this one.
I do see both sides however. Some of the women said that seeing all that pink brings back nightmares for them. I feel sad for them and I certainly wouldn't want to contribute to anyones pain. I once did a blog post on 9/11 and posted a picture of the towers on fire. In my mind I was doing it because I didn't want anyone to forget how horrible that day was. Someone left a comment saying "How you would like to relive the death of your loved one every.single.year"? Everyone feels things differently and I don't think we can account for everyone's feelings (of course I took that picture down and won't repost anything like that again on 9/11). But we do need to take into account that people are suffering and dying with breast cancer and that it isn't a "pretty in pink" disease.
As far as the corporations making money on this goes: it turns my stomach. But that is all part of a capitolistic society. When you give money to charity, you have to give freely of the heart and let it go. You give with the best of intentions and hope that others will do good. I think you need to be smart about it though. You can't just go buying products hoping that money will end up in the right place. I worked in marketing. We can be like snake oil salesmen.
Yes, the pink as taken on a life of it's own but when I saw all those NFL players in pink on Sunday, it brought a tear to my eye.
I just wish ALL cancers and sickness got this kind of recognition. And it's up to us as advocates to get our causes noticed.
And here's another post from MinnPost Why some breast-cancer survivors are sick of pink
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Comment by Sarah on October 6, 2009 at 3:53pm
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I'm sitting here now totally wondering how I feel. I see both sides of the issue and I don't really know where I stand.
I think that awareness should be high throughout the year. Like a post I wrote about the H1N1 flu scares, I don't quite understand why such a big deal is made out of certain things at certain times, but it was like we talked about "badvertising" before (I can't find the post - can you?), we have to make a bit deal out of something.
It's nice to have a focus, but I think you're really on the right track with it being a money making thing for a lot of companies - just joining with the cause to make a few extra million - when they're only donating a hundred thousand to the cause they've supported. Most people probably don't realize that it works that way.
I found a really interesting blog entry about defending "cause marketing" and one of the things that she mentions is that this "cause marketing" makes us actually think LESS about the cause that is being marketed toward because it's such an everyday thing anymore. Interesting to think about. The Hidden Cost of
"Cause Marketing" is another good read for this particular subject, too. Interesting stuff, I tell ya!
© 2009 Created by Marie
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