Shocking.
But it doesn’t stop there. Other well-known companies are just as guilty.
Take this, for instance. In 2010, Reebok sold a series of widely publicized pink ribbon shoes and clothing. Supportive customers were told that some of the sales would benefit the Avon Breast Cancer Crusade.
Sounds great, right? Not so much.
Enthusiastic consumers were not given one rather important element of the equation. That element is this: Reebok had set a limit of $750,000 for the donation -- regardless of how many products were sold. Further, it initiated no system to alert consumers once the donation amount had been met, according to Think Before You Pink. Stories like this are becoming more and more common. That’s why one organization is fighting back. And it’s fighting hard.
Meet Breast Cancer Action, the “good guys” behind Think Before You Pink. These watchful warriors are determined to put a stop to corporate conspiracy and hypocrisy to set the record straight.
Breast Cancer Action is an activist watchdog organization focused on systemic interventions meant to address the root cause of breast cancer. And Think Before You Pink is a project of that organization. Its goal is simple: to create transparency and accountability by companies that take part in breast cancer fundraising.
In light of this effort, a new term has gained popularity. That term is “pinkwashing.”