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" Warning: Think before you pink "
As tens of thousands of marchers take to Hub streets today to raise money for breast cancer research, advocates are warning big-hearted consumers that popular pink-ribbon purchases may contribute more to corporate marketing than to the fight against the disease.
“It must be really good for business because so many businesses are picking up on the pink ribbon thing - which is making money, but not making a huge difference in the breast cancer world,” said Kasha Ho, program director of California-based Breast Cancer Action, which operates the watchdog site thinkbeforeyoupink.org.
Breast Cancer Awareness Month is marked today by the Making Strides Against Breast Cancer walk, which raises money for the American Cancer Society, and by pink-ribboned products flooding the market.
A lot of these pink promotion products make you jump through certain hoops or the amount of the donation is very little,” said Ho, who advises buyers to investigate before buying a pink product. For example:
- A national frozen-food company used to market its meals with pink ribbons, but no money from the purchase went to breast cancer research, Ho said. Customers had to visit the company Web site and buy a pink lunch tote. The company then donated $5 to Komen.
- For every Yoplait Yogurt lid mailed in before Dec. 31, Yoplait donates 10 cents to Susan G. Komen For the Cure. Ho pointed out if you sent three lids a day for four months, your donation would be only $36. However, the cumulative effect is impressive, a Yoplait spokeswoman said: During the past 11 years, the company has donated more than $22 million to breast cancer causes.
- Similarly, through Cook for the Cure, KitchenAid donates 10 percent of sales of its pink product line, which can be as little as $5 per item. A KitchenAid spokeswoman said the promotion has generated $8 million in donations from KitchenAid to Komen.
Experts suggest donating directly to cancer research organizations rather than through corporations.
“If you want to make a donation, choose your favorite breast cancer organization and it might be more effective,” Ho said.
Deborah Shields, executive director of the Massachusetts Breast Cancer Coalition, said she is “truly astounded” each October at the explosion of pink products. She warned customers to be aware of marketing, but acknowledged that the cause can benefit from more publicity.
“What’s good is it brings awareness and attention to the disease - but on the other hand there are ways to do it without pink ribbons everywhere,” she said.
There will be an estimated 192,000 new cases of invasive breast cancer diagnosed this year in the United States, and about 40,170 deaths from the disease, according to the National Cancer Institute.
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