Every October, companies from BMW to Yoplait roll out lavishly funded campaigns to raise money for breast cancer research. Test drive this car and we'll donate to Susan G. Komen for the Cure. Buy this yogurt and we'll pass a percentage along to medical studies. That all sounds great—but is it, really?
The non-profit group Breast Cancer Action calls for a critical awareness of the corporate "parade of pink." Since 2002, their "Think Before You Pink" campaign has urged consumers to ask six questions about marketing efforts that brandish the famous rosy-hued ribbon. The project also tries to stem the tide of "pinkwashers," companies that "promote their dedication to curing breast cancer while manufacturing products that contribute to it." This year, let businesses know that fighting for a cure means more than increasing sales of mascara. Or key fobs. Or pretty pink candies.
