October’s here, and with it aisles of overflowing candy corn, pumpkin-flavored just-about-anything, and costume stores on every corner. And among the ubiquitous orange and black, you can’t miss the canvas of bright pink that’s sprung up in all the same places for National Breast Cancer Awareness Month.
But before you toss that neon pink pumpkin-carving set into your cart—thinking you’re doing a good thing—take a closer look. More and more, corporations are profiting off of “cause marketing.” Read: you think the money you’re spending is going to help a cause, but in fact, it’s just a way for companies to sell more of their product. Many of those ribbon-adorned bracelets, compacts, and coffee mugs you see only donate a very small portion of the proceeds to breast cancer charities—if anything at all.
No, I’m not saying corporations are evil for capitalizing on a growing public trend—they’re in business to make money and to create products consumers want. And every product with a pink ribbon on it is free publicity for the awareness campaign. Retailers have arguably helped drive one of the most successful marketing campaigns in history in terms of bringing attention to a cause, regardless of the actual dollars raised. It’s impossible to quantify the impact those efforts have had on consumers’ charitable (or health-related) decision-making.
Of course, if you really want to give to a cause, the best way to provide financial support is to donate straight to the source. But buying products isn’t a bad option—sporting those bright pink accessories can spread awareness and boast your intentions (and hey, they are pretty cute). Just be a smart shopper: If you want to know what’s really happening with your money, check the label to see if an actual organization is listed as a beneficiary (if there isn’t one listed, it’s highly likely that it’s not a charitable buy). And do your research to see what percentage of the proceeds are actually donated.
But, good products are out there! For starters, here are a few of our favorites that are worthwhile purchases:
If you’d like to search for more products that truly support breast cancer, check out the Breast Cancer Foundation’s website. It provides hundreds of options—from fashion items to automotive gear—and better yet, it details exactly how much of the profit is donated and what organization it specifically benefits.
Bottom line: Be a smart consumer. When you spot an item on your shopping list that’s now available in bright pink, check the fine print and make the purchase with more than just good intentions.
Michaella is a recovering investment banker (turned equity analyst), a World Champion equestrian, and a non-profit executive-wannabe. When she’s not working, she’s typically spending time with her Italian famiglia, day-dreaming about her next trip abroad, or baking/devouring red velvet cake. She is a summa cum laude graduate of the University of Denver and holds a BS and MS in Finance.
'Tis the season to see the marketplace saturated with all things pink, and this article is a must-read for shoppers everywhere. While I agree that "pink" products and ribbon placement definitely bring more awareness to the cause, they don't get us any closer to the cure. Thank you for sharing a few options where our dollars make a difference!
This article truly accomplishes a two fold purpose. First and foremost, the topic of breast cancer awareness and support is the key to finding a cure! Secondly, not only does this article outline numerous ways to support the cause, but also focuses on those which offer the highest percentage of financial support for the cause! Several women who are close to me have been affected by this disease and it it is really inspiring to see The Daily Muse supporting. I definitely know what items I will be picking up next time I go shopping!
she is…a mother who can only think of the welfare of her children. a wife who wonders if her husband will still love her. a daughter horrified of the thought of breaking the news to her aging parents. a sister, a soul-mate, the best girl you know. a friend, a real bosom buddy. a neighbor who now needs a friend. an executive who has lost her control. an employee who wonders how she will keep her job, pay her bills, take care of her child, while trying to recover. a patient who fears losing her life. a doctor who must now save her own life. a beauty who will always be beautiful. a woman who never did feel beautiful. famous and now wishes she wasn't. a stranger who you can't see, but she can see you. a person whom you have yet to meet. she is you, she is me, she is...unforgettable.
That's the wording on the back of the bottle of Shower for the Cure.
It made me cry the first time I read it.
I have always wondered if all those things with pink ribbons are really benefitting the cause..and now we know to check, not just casually buy items and think we are helping. Thanks for bringing our attention to this!
Yes! I created another list all about this - companies that actually donate a generous portion of sales to the cause.
My list is here: http://www.skinnyscoop.com/list/citychic/shop-for-a-cure-breast-cancer-awareness
I love that you addressed the scams that are out there surrounding "cause marketing." My latest Master's Degree class was about Cause Marketing for Non-Profits and we had an entire section of the class dedicated to scams and how to ensure that your money was actually going where it was supposed to.
Thanks for hand picking items that guarantee we're making a little bit of a difference!
