Pink ribbon overkill: Are companies exploiting breast cancer campaigns?
Filed under: Company News, People, Healthcare, Hershey
Walk into almost any store this month, and you'll be hit with a wash of pink products -- pink clogs, pink vegetable peelers, pink cleaning products, even pink food -- sold in support of Breast Cancer Awareness Month. Consumers, feeling as if they're participating in the effort to find a cure for the disease, are snapping up pink-tinged everything. And, as a result, nearly all big consumer-products companies are tacking pink ribbons onto their products.Yet not everything is coming up roses. Some breast-cancer advocates, patients and survivors are questioning whether the pink-ribbon movement has gone too far, with companies seeking higher sales from cause-related packaging without pledging much -- if anything -- in return. It's left up to shoppers to read the labels on pink-packaged products and determine whether their purchase will actually help a breast-cancer charity or foundation, they say.
"If the label says, 'Money will go to support breast cancer,' well, what does that mean?" says Barbara Brenner, the executive director of advocacy group Breast Cancer Action. "If it says it will support breast cancer awareness without being specific, it's not going anywhere."
Daily Finance surveyed a display of pink-packaged products at a Kmart store and sought to decipher the language on each item. Perhaps the least informative packaging was a pink Swiffer sweeper, made by consumer-products giant Procter & Gamble (PG). The label sports a pink ribbon accompanied by the phrase "early detection saves lives."
So how does purchasing a pink Swiffer help the cause? It's unclear from the label, because it contains no information about how its purchase will help support breast-cancer causes. And, according to a Procter & Gamble spokeswoman, the company will only make a two-cent donation to the National Breast Cancer Foundation if a consumer uses a coupon from Procter & Gamble's brand saver coupon book, which was distributed in newspapers on Sept. 27. Without the coupon, the limited-edition pink packaging on the Swiffer is simply designed to draw awareness to the cause.
The packaging of another product, Herr's Whole Grain Pretzel Ribbons, proclaims that a portion of its sales will be donated to breast cancer awareness and research programs. But there's an asterisk accompanying that statement, which leads to a caveat that Herr's caps its donation at $15,000. A spokeswoman for Herr's didn't immediately return our call seeking a comment.
Capping donations is a particularly prevalent practice among corporations, and it's one that consumers should watch for. According to Samantha King, the author of Pink Ribbons, Inc.: Breast Cancer and the Politics of Philanthropy, "Consumers could be buying a product, and if the maximum has been reached, their product purchase doesn't help."
Part of the confusion about how a pink-ribbon purchase may support the cause can be tied to the fact that no one owns the image or oversees its use, says Brenner of Breast Cancer Action. And because of that, it's difficult to say how much has been raised to help breast-cancer charities, although it's likely in the tens of millions of dollars, King adds.
Of course, some argue that it doesn't matter how the money is raised as long as funds are being donated to help fight the disease. Breast-cancer patient Jeanne Sather, who writes the blog The Assertive Cancer Patient, disagrees.
"Breast cancer is a disease. Not a marketing opportunity," she wrote in an emailed response to Daily Finance's questions. "It also matters that the companies, with a few exceptions, are not donating their own money, they are just passing on their customers' money. Then they are making a profit on top of that --larger than the donation in many if not most cases--and patting themselves on the backs for being good citizens. This is wrong."
Yet that hasn't stopped corporations from thinking pink. And there's a pretty big reason why that's the case. According to a Boston Globe article about criticism of pink-branded products, research has shown that 79% of consumers would likely be swayed to switch to a brand aligned with a cause.
Hershey Co. (HSY), for one, says it's both a way to be competitive and support its philanthropic initiatives. The chocolate maker recently began selling a line of Bliss chocolates with pink packaging, which states that the candy maker will donate $300,000 this year in support of the Young Survivors Coalition.
"We see it not only as a competitive business strategy, but one that fits in with our corporate values," says Hershey spokeswoman Jody Cook. "We know the pink ribbon resonates well with our customer, and our main target for the Bliss brand is women and mothers, so it's a perfect fit."
Still, a purchase of Bliss chocolates won't result in a part of the sale going in support of the charity. Cook says Hershey's donation isn't tied to sales of the chocolates, and that the company is clear on its packaging about its donation. Since it's the first year Bliss products have incorporated pink-ribbon branding, the company has yet to determine how the campaign will affect sales of the chocolates, she says.
Yet while pink corporate campaigns have undoubtedly raised millions for breast cancer research and charities, the sheer number of pink-ribboned products makes cancer patients such as Sather feel exploited. Last year, Sather says, she switched grocery stores to Whole Foods (WFMI) simply because it didn't have "lots of pink schlock."
If consumers really want to help fight cancer, they should consider directly giving money to organizations such as Gilda's Club, Team Survivor or Breast Cancer Action, Sather says. Or offer to help a cancer patient personally, such as doing her grocery shopping, she adds.
Despite concerns raised by advocates, it's unclear when the tide of pink-labeled products will slow down. That's because buying pink may just be too simple for many consumers to resist. As Brenner of Breast Cancer Action says, "People have come to believe that if they just do what they're told by corporate America, whether buying a product or doing a walk, they'll solve the breast cancer problem and not have to think about it."
Daily Finance surveyed a display of pink-packaged products at a Kmart store and sought to decipher the language on each item. Perhaps the least informative packaging was a pink Swiffer sweeper, made by consumer-products giant Procter & Gamble (PG). The label sports a pink ribbon accompanied by the phrase "early detection saves lives."
So how does purchasing a pink Swiffer help the cause? It's unclear from the label, because it contains no information about how its purchase will help support breast-cancer causes. And, according to a Procter & Gamble spokeswoman, the company will only make a two-cent donation to the National Breast Cancer Foundation if a consumer uses a coupon from Procter & Gamble's brand saver coupon book, which was distributed in newspapers on Sept. 27. Without the coupon, the limited-edition pink packaging on the Swiffer is simply designed to draw awareness to the cause.
The packaging of another product, Herr's Whole Grain Pretzel Ribbons, proclaims that a portion of its sales will be donated to breast cancer awareness and research programs. But there's an asterisk accompanying that statement, which leads to a caveat that Herr's caps its donation at $15,000. A spokeswoman for Herr's didn't immediately return our call seeking a comment.
Capping donations is a particularly prevalent practice among corporations, and it's one that consumers should watch for. According to Samantha King, the author of Pink Ribbons, Inc.: Breast Cancer and the Politics of Philanthropy, "Consumers could be buying a product, and if the maximum has been reached, their product purchase doesn't help."
Part of the confusion about how a pink-ribbon purchase may support the cause can be tied to the fact that no one owns the image or oversees its use, says Brenner of Breast Cancer Action. And because of that, it's difficult to say how much has been raised to help breast-cancer charities, although it's likely in the tens of millions of dollars, King adds.
Of course, some argue that it doesn't matter how the money is raised as long as funds are being donated to help fight the disease. Breast-cancer patient Jeanne Sather, who writes the blog The Assertive Cancer Patient, disagrees.
"Breast cancer is a disease. Not a marketing opportunity," she wrote in an emailed response to Daily Finance's questions. "It also matters that the companies, with a few exceptions, are not donating their own money, they are just passing on their customers' money. Then they are making a profit on top of that --larger than the donation in many if not most cases--and patting themselves on the backs for being good citizens. This is wrong."
Yet that hasn't stopped corporations from thinking pink. And there's a pretty big reason why that's the case. According to a Boston Globe article about criticism of pink-branded products, research has shown that 79% of consumers would likely be swayed to switch to a brand aligned with a cause.
Hershey Co. (HSY), for one, says it's both a way to be competitive and support its philanthropic initiatives. The chocolate maker recently began selling a line of Bliss chocolates with pink packaging, which states that the candy maker will donate $300,000 this year in support of the Young Survivors Coalition.
"We see it not only as a competitive business strategy, but one that fits in with our corporate values," says Hershey spokeswoman Jody Cook. "We know the pink ribbon resonates well with our customer, and our main target for the Bliss brand is women and mothers, so it's a perfect fit."
Still, a purchase of Bliss chocolates won't result in a part of the sale going in support of the charity. Cook says Hershey's donation isn't tied to sales of the chocolates, and that the company is clear on its packaging about its donation. Since it's the first year Bliss products have incorporated pink-ribbon branding, the company has yet to determine how the campaign will affect sales of the chocolates, she says.
Yet while pink corporate campaigns have undoubtedly raised millions for breast cancer research and charities, the sheer number of pink-ribboned products makes cancer patients such as Sather feel exploited. Last year, Sather says, she switched grocery stores to Whole Foods (WFMI) simply because it didn't have "lots of pink schlock."
If consumers really want to help fight cancer, they should consider directly giving money to organizations such as Gilda's Club, Team Survivor or Breast Cancer Action, Sather says. Or offer to help a cancer patient personally, such as doing her grocery shopping, she adds.
Despite concerns raised by advocates, it's unclear when the tide of pink-labeled products will slow down. That's because buying pink may just be too simple for many consumers to resist. As Brenner of Breast Cancer Action says, "People have come to believe that if they just do what they're told by corporate America, whether buying a product or doing a walk, they'll solve the breast cancer problem and not have to think about it."
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Reader Comments (Page 1 of 19)
10-12-2009 @ 7:40AM
Capri said...
I absolutely agree with this articles statement. Having lost my only sister to this horrible cancer when she was 40, after having gone through awful treatments, & leaving 3 children & a grand daughter she never got to meet, this pink ribbon campaign is like a slap in the face, over & over again. .
It was hard enough to bury her in the month of October & during the long ride back to Virginia from Michigan, there were constant radio shows airing that this was this cancer's month. And I didn't remember hearing about October being a designated driver of the breast cancer campaign either, before that.
I didn't EVER like being reminded of the pain she & all of us who loved & lost her felt when those ribbons started to be on a few things, but NOW they ARE everywhere, & as I stated, it is like a direct slap in the face whenever I see those -whatever they are. .
There are so many pink items & ribbons & stamps, & pots & pans & on & on that is clearly exploitation of the cause, & it needs to stop. THIS IS CANCER-NOT COTTON CANDY!! It is NOT pretty, no matter how much pink you throw at it. .
It is beyond a matter of caring or reminding people to give money to the cause, it is disgusting & a clear indication of the greed of corporate America, once again.
And there is NOTHING politically correct about this that the people making money off this can hide behind.
And I appreciate that this article was written & I am sure I'm not the only one that wants this assault to end. I do my part by never, ever purchasing anything with that ridiculous symbol on it.
Reply
10-12-2009 @ 7:31PM
Cheryl said...
I lost my sister also and anything that helps women no matter from whom gets my vote.
10-13-2009 @ 7:40AM
SweetnessesMom said...
October has been Breast Cancer Awareness Month for a long time. Lots of hospitals even offer discounted mamograms during the month of October. I'm sorry you lost your sister to this horrible disease, but awareness draws support and support draws funds to keep looking for a cure so that nobody else's sister, mother, daughter, aunt, grandmother, friend, etc...will die this way.
10-13-2009 @ 7:32AM
Michelle said...
I am very sorry for your loss. I am a 2 year survivor. I also agree the pink is on overload. I think it is good to make people aware but, If there is not a direct connection to the cause. Stop using it as a marketing tool.
10-13-2009 @ 8:02AM
antcmanche said...
Pink products are not a personal attack on you or anyone else who has lived through the pain of losing a loved one. I do believe you are missing the point. Many companies who use the pink packaging are donating thousands and sometimes millions of dollars for research for developing new and better treatments and cures. If you refuse to buy anything pink because of a few bad eggs in the basket then you are, in a way, refusing to help breat cancer research, UNLESS you donate directly. However, direct donations, looking at past history, do not amount to as much as what large corporations can give through programs like the "pink" awareness program. Be an informed consumer and know what you buy and who you buy it from.
10-13-2009 @ 8:42AM
Molly6 said...
You are so right in how you describe this disease. Cancer is an unbelieveably destructive disease. After someone has nursed a cancer victim through the disease, treatment and finally, passing, you come out of that with a whole different attitude about the illness, the treatment and even medical personnel. At least I did, and I've met a lot of people who agree. A few people have a great peaceful attitude and I envy that. I was pissed for a long time, really really pissed at everyone, including God. Its so awful to see a loved one waste away. And God help you if you don't have insurance 'cause you're dying way sooner. Talk about "care rationing" - its happening NOW to poor people who have to rely on state supported medical care.
10-13-2009 @ 8:48AM
Eva Hatch said...
My mother had breast cancer, though she did not die it was a trsaumatic period. I have never, however, bought anything or given any money that contributes to breast cancer research, sisnce I donn't know how much of it is done or innocent defenseless animals. As most educated people know, torturing animals does not lower levels of cancer and a great deal of cancer is caused by, and prevented by, lifestyle changes. Since I would be unwilling to allow childrend to be used as "research tools" to benefit adults, black people to be used to benefit white people or women used to benefit men, so I am not willing to be part of a holocaust of victims tortured, killed and dumped into trash cans even if it did help humans.
10-13-2009 @ 8:46AM
Kate said...
How ungrateful! Would you prefer companies stop donating all together? Since when is donating $15,000 a bad thing? When was the last time you wrote a check to the cancer society? If a company gives 2 cents of profit to a charity... that's still 2 cents the charity wouldn't have had otherwise. Displaying Pink reminds people to get a mammogram and to write a donation check themselves. If I was a company donating money to breast cancer charities, after reading this person's email... I'd keep the money and buy new office equipment.
10-13-2009 @ 8:52AM
Lisa said...
As long as part of the proceeds goes to curing breast cancer, I say, let them have their pink!
10-13-2009 @ 9:06AM
Jane said...
Right on Capri! I am very sorry about your sister.
10-13-2009 @ 8:57AM
Debby said...
I am very sorry about your loss. I have a son and a nephew with cancer an both my fathe and my husband died of cancer but of different forms I see no one soliciting via advertising for lung or brain cancer evidently once again breasts are a bigger selling point. sorry if i sound bitter but I too am sick of being reminded everyday by all the pink.
10-13-2009 @ 8:57AM
wendy said...
I can not agree with you more. I lost a friend who was in her 40's and I lost my favorite aunt, a co- worker. I can go on with a list. I don't need a reminder, I think of the people I lost all year, and to be bombarded for month out of the year is a slap in the face, I don't mind making a contribution, but when I brought cat food that has a pink label the finished me.
10-13-2009 @ 9:07AM
sue said...
I do think that they tend to use pink alot more during this time for their own benefit, however, I think that as long as the message for Breast Cancer Awarness gets out it doesn't really matter how much pink is being used.
If one person gets a mamogram and has thier life saved, then In my opinion their will never be enough pink!
10-13-2009 @ 9:07AM
Bradford Hagen said...
I work for a private business, and we decided to run a charity program for a variety of reasons, some of them certainly for our own gain, but we figured helping a charity would still be a good thing to do in the process.
We contacted one of the most prominent pink ribbon breast cancer society to see if they would help us with some very minor promotions and then just accept a check. Their first response was to have their lawyers review our program and basically see if they could sue us, then their second response was to ask for more and more money. In the end nothing worked out (but they did accept the check of course)
These major charities ask for a crazy amount of money up front before they will work with anyone or even consider what you're trying to do. On the whole, I think they're a good thing, but working with them can really be frustrating.
10-13-2009 @ 9:14AM
J. Lee said...
Thanks for sharing your heart and for being so HONEST! I agree with you wholeheartedly it's a slap in the face and it needs to STOP!!!!
Know that you are loved and your family is in our prayers especially this month.
10-13-2009 @ 9:19AM
Susan said...
I agree with you, whole heartably. I'm one one the lucky ones. I have beat Breast Cancer twice.
10-21-2009 @ 11:47PM
Ashlie said...
I thought the ribbon was for awarenes. Not just money. So if 1 woman who sees it everywhere this month gets a mammogram and it saves her life then It is great.
10-13-2009 @ 9:51AM
tara said...
As a breast cancer survivor myself, I have felt this way for a while. I never said anything because I didn't want to sound like a whiner, but I have been annoyed at the exploitation for some time now. And eventually, it will prove to backlash on donations and funding for the research it is supposed to be promoting.
I never wanted to criticize it, but honestly I am glad that someone finally said what I had been thinking, and I couldn't agree with them more.
10-13-2009 @ 9:57AM
Blessed said...
I am so sorry for you're loss. And I can understand how you are overwhelmed and seeing pink is adding to you're grief. But I would rather see the stores flooded with Pink products and know that donations are being donated. I don't care if it's one penny per product sold or what, at least a donation is being made!! And I don't mind if a Company sells more because the product is pink, at least they are donating. Do you realize how much a penny will add up to be from a national brand?
All of you complaining about pink, get off your tush and do something rather than sit behind your computer screen and complain!!
10-13-2009 @ 10:02AM
john said...
After watching football this weekend, I feel the same way. I always give to the National Law Enforcement Memorial.