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Thinking Pink and Seeing Red: The Breast Cancer Backlash

October 31, 2024
October is National Breast Cancer Awareness Month, and rightfully so. Breast cancer will affect one in 8 women at some point during their lives. And if it weren’t for years of outreach efforts, we’d still be in the dark, dying for an issue we didn’t know to worry about unless it happened to run in our lineage.

It’s no surprise that this widely publicized campaign brings all things pink to center stage. You name it, it’s out there -- unabashed.

Pink ribbons, pink t-shirts, pink water bottles, pink panties, perfectly posh pink heels… and of course pink “tatas” decked out to the nines.

Sure, these products seem like a normal, accepted cheerleading effort for a worthwhile cause. But is everyone “thinking pink"?

The answer is no. And the reason is one you just might want to be aware of. Consider this disturbing example.

In 2010, a shoe company named Dansko sold pink ribbon clogs to consumers. Naturally, trusting buyers thought that at least some of the money raised went to support a program benefiting the cause.

That’s just common sense, right?

Wrong.

According to Think Before You Pink, a project of Breast Cancer Action, none of those sales directly went to benefit the company’s donation. That’s because the $25,000 designated to go to Susan G. Komen for the Cure was preset. In other words, a million people could have purchased pink ribbon clogs, and that figure would have stayed exactly the same.