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That Pink Ribbon Can Be Misleading, Consumer Group Warns

September 28, 2005
It takes more than a pink ribbon logo to provide meaningful support to breast cancer research, a consumer group warns.

Breast Cancer Action, a San Francisco-based grassroots education and advocacy organization, says not all companies and groups promoting breast cancer awareness are created equal. The group is encouraging consumers to be more savvy about how they give to breast cancer.

BCA said it is concerned that many companies selling pink ribbon products mislead consumers due to their lack of transparency and accountability.

"When companies put pink ribbons on their products, they're no longer just selling a sweater or a watch -- they're selling the expectation that buying their product is going to make a difference in the fight against breast cancer," said Barbara Brenner, executive director of Breast Cancer Action.

"Pink ribbon marketing efforts make a significant difference in corporate bottom lines. But the 'portion of the proceeds' that goes to breast cancer is all too often miniscule in comparison."

The group cited 3M as an example of a company that uses breast cancer awareness in its marketing campaign, but gives a relatively small amount to the cause.

"Breast cancer is a serious disease. Every 1.9 minutes a woman hears the words, 'You have breast cancer,' and every 13 minutes a woman dies from the disease," Brenner said.

"People care deeply about this disease and want assurance that pink ribbon products are as beneficial to women with breast cancer as they are to the companies that sell them."

Think Before You Pink features a one-minute Flash movie on the BCA Web site, focused on pink ribbon cause-marketing. The Flash movie culminates with an opportunity to send an e-mail to companies selling pink ribbon products, asking how much money actually goes to the cause, how the funds are being raised, who gets the money, and what types of programs are being supported.

Also online, BCA's "Parade of Pink" lists more than 50 examples of the hundreds of pink ribbon products marketed by companies including Cartier, Ford, Kodak, Quilted Northern, Ralph Lauren, Tommy Hilfiger, Yoplait and more.

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