Pinkwashing (breast cancer)

Pinkwashing is a form of cause marketing that uses a range of pink ribbon logos, displayed on various products.The Pink ribbon logo symbolizes support for breast cancer-related charities or foundations.

The term 'pinkwashing' is associated with companies that use the pink ribbon symbol or use the support of breast cancer charities as a marketing technique, to promote one of their products, while at the same time manufactured products have proven to contain ingredients, that are linked to the disease developed or are used in a manner that associates it with the increased risk of disease.

The term, a portmanteau of "pink" and whitewashing, was first coined by Breast Cancer Action (BCA). On thinkbeforeyoupink.org, a project of BCA, 'pinkwasher' is defined as, "a company or organisation that claims to care about breast cancer by promoting a pink ribbon product, but at the same time, produces, manufactures and/or sells products that are linked to the disease."

The 'pink ribbon' first originated from a woman named Charlotte Hayley in 1992. Charlotte hand made and dispensed peach colored ribbons with informational cards that read " The National Cancer Institute annual budget is $1.8 billion, only 5% goes for cancer prevention. Help us wake up our legislators and Americans by wearing this ribbon".

Self magazine in conjunction with Estee Lauder were working on a NBCAM matter that same year and proposed Hayley with an opportunity to contribute in the issue in a trade for the rights to use the peach coloured ribbon. Hayley declined the offer, having no desire to work with big companies. Following declining the offer, Self magazine and Estee Lauder changed the ribbons color to pink (to avoid legal difficulties over rights) and then used the ribbon as their emblem. Estee Lauder distributed the ribbons to woman at the cosmetic counters included with instructions on small cards how to conduct a correct self examination for breast cancer.

As the largest Organization monetizing breast cancer, Susan G. Komen Foundation and its licensing of a proprietary trademark is running the "pink ribbon" logo, and slogan on a wide range of products and has drawn close scrutiny over 'pinkwashing' products.

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