I think Elizabeth Taylor may have summed it up best when she said: "I fell off my pink cloud with a thud." And to that I say, "Well said Liz" because that's exactly how I feel.
Now don't get me wrong, I do have adoration for the color pink, own several pink shirts and blouses that are hanging in my closet and really do think that the singer Pink is quite talented. But when it comes to breast cancer awareness month and all the pseudo fundraising and Races for the Cure going on out there, I find myself getting more anti-pink. It even makes me think of what my sister used to say when we were younger - 'Pink, Pink You Stink!" And to her I say, "Right on, sister!"
So, first let me help you understand the pink underbelly of this famous and mass-marketed month of Pinkwashing.
Pinkwashing [verb] 1. The act of using breast cancer to guilt consumers into buying a product which, if it had not been for the advent of aiding the cure for cancer, they would not have bought. 2. the use of breast cancer by corporate marketers in which companies promote their products with claims to donate a percentage of proceeds to the cause
My definition? 1. An out-of-control lack of cause marketing where funding typically goes to more mass marketing and less funding goes to actual research to find a cure.
There. I said it.
So, now let me illustrate a couple of experiences and stories that will assist you in not only understanding Pinkwashing, but help you make some informed decisions to keep you abreast (pun intended) the next time you're standing in front of a pink endcap.
Today, I was walking in our quaint, beachside downtown area when I saw the sign above. Curious of course, I walked past the shiny and beautiful display of pink items for purchase and inquired about the 'Breast Cancer Research' donation statement. Three sales clerks in this high end boutique paused with great silence when I asked where the funds earned from their Brighton sponsored items would be bankrolled? Silence. Crickets.
Finally, all three of the ladies stumbled with responses such as "Uh, I don't know but let me see if I could find out" and "To breast cancer research" when suddenly, one of the clerks quickly departed the area while the other one just looked down. Finally, my inner Sagittarius couldn't take it any longer and I said rather firmly, "You should really know where those funds go if your store is selling them." Met with silence yet again, I launched into my Pinkwashing definition and my "I'm a 3 time breast cancer survivor" spiel before spinning around and leaving the store while the remaining sales clerk reached her hand out to pat my arm to say "I'm soooo glad that you're still here." Ok, I gave her an A for effort.
Not stopping at this experience, I came home later today and did what any cancer advocate would do - I Tweeted Brighton, inquiring about their #PowerofPink campaign and asked them where they donate those funds to from the accessory purchases. Still no answers and 6 tweets later, I got a cute little red heart icon and a "We'll follow up with that store. Thanks for letting us know." So, of course I responded and included the 'Pinkwashing' hashtag (hey, they included their #PowerofPink hashtag in an earlier tweet. What's fair is fair!).
One last story, my breastie, Ann Marie Otis over at Stupid Dumb Breast Cancer told me that she had a friend back in New York that saw a pink display and inquired as I did without any answer. Still bothered by the lack of information, she called back to the store to inquire yet again, when she was told that the funds were being donated to 'Various Breast Cancer Organizations' and in particular, St. Judes - 'A world leader in finding cures and saving children with cancer and other life-threatening diseases.' A credible organization and cause for sure but hardly related to breast cancer.
So, with that, I'll leave you with a couple of suggestions for the next time you find yourself in front of a pink blender, a pink fracking drill bit, a ride for a cure dealership or a pink endcap in your local grocery store. First, inquire about the donation and funding resource and their cause marketing. Second, see what those funds are actually used for. And third, consider scientific research or patient funding as a place to put your money. Or, visit Cancer, Cancer bo-Bancer and choose one of our 4 breast cancer organizations that we're featuring for this month.
Now get the 'frack' out there and help us find a cure.