“Pink wash” refers to products marketed towards breast cancer concerns, often with claims of benefiting research or patients. However, some products only generate a small percentage of funds or have no agreement with reputable organizations. This dilutes funding for legitimate research and makes it difficult for consumers to make informed choices. Activists suggest donating directly to charities and researching reputable organizations.
The term “pink wash” is sometimes used to describe products aimed at people concerned about breast cancer, with the “pink” being a reference to the pink ribbons used to symbolize breast cancer research. Pink washed products are often sold with claims that purchasing the product will benefit breast cancer research or patients suffering from breast cancer, leading consumers to believe they are making a sound ethical choice when purchasing these products. In fact, the truth is a little more complicated, and some activists have urged consumers to “think before you party”.
Breast cancer is one of the most common cancers in the world, with over half a million victims in 2005. It has also become a cause célèbre in the developed world, with many charities working in the research, prevention and treatment of breast cancer. This cancer has undoubtedly gained notoriety because the breast is a potent symbol around which organizations and researchers can rally, with researchers working on other cancers often leveraging the groundwork being made in breast cancer to further their own researches.
In response to the public profile of breast cancer, some organizations have begun to link products with various companies, adopting pink ribbons and the color pink in general as branded symbols to represent breast cancer. Initial partnerships typically involved reputable organizations receiving a set percentage of profits from branded products sold, and many of these partnerships generated substantial sums for research.
Realizing the untapped potential, more unscrupulous organizations began to spring into action, and pinkwashing was born. In the pink wash, the products sold may only generate a small percentage of the funds for breast cancer research, if any, and the partner organizations may not be as reputable. Sometimes a company doesn’t even have an agreement with a breast cancer research organization and just sells products marked with pink stickers or ribbons to make consumers think they are supporting breast cancer research.
Pink washing poses a very serious problem. Product tying is a potential source of very valuable funding for legitimate research organizations, and the dilution of the market for these products means that researchers are given less money to work with. For consumers, the pink wash makes it difficult to make an informed choice when making ethical purchases. In some cases, pink washing is also used to mark products that are harmful to human health, including products that contain suspected carcinogens!
Some activists suggested ending relationships with the brand and asking consumers to donate directly to charities and breast cancer research organizations. Others argue that the availability of such products makes it possible for people who would not normally donate to donate to the cause. In other words, if you’re going to buy yogurt anyway, you can also buy yogurt that benefits breast cancer patients, but you can’t independently send a donation.
When purchasing products that you intend to donate to charity or donate to charities, it’s a good idea to do your research. Numerous nations maintain a ranking system for domestic and foreign charities, which can be used to determine a charity’s reputation and how much of your donation will go to the cause rather than the trustees’ pockets.
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