The Business of Breast Cancer and the Pink Ribbon

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In the last twenty years a major evolution of marketing has occurred in relation to charity organizations. As businesses choose to utilize cause-related marketing as a profit strategy, a succession of consequences has occurred, calling for examination and discussion, specifically when dealing with breast cancer, which is popularly associated with the symbol of the pink ribbon. Breast cancer organizations and discussions about breast cancer have seen a major shift from the scientific aspect of finding the cure towards the business side of turning a profit. Consumers must be made aware of the significance of this shift in order to form a judgment and react towards the dangers of the movement. Looking across the sea of aisles in the marketplace, the color pink has become more than just another color. It has transcended its former position, becoming itself a symbol; a moral schema. No longer does the selling of pink Nike socks or pink Yoplait Yogurt cans depend on the month of October considered Breast Cancer Awareness Month. The color pink has become an advertiser’s dream, as the false idea of contributions being made through the purchasing of pink ribbon products towards the cure continues to grow exponentially, creating a perfect opportunity for companies to partner with breast cancer charities. Today, the lack of restriction on the use of the pink ribbon in the United States has caused its transformation from a symbol of awareness and support to a lucrative symbol. The final transformation of the ribbons cure-oriented intentions to its exploitation for profit exemplifies itself through the unfair appearance of contributions, the permutation of unrealistic proximity to the cure, as well as “pinkwashing”. Pinkwashing, explaine... ... middle of paper ... ...y 2014. . 7. "Breast Cancer Action's "Raise a Stink!" Campaign Demands a Halt to Pinkwashing." Obesity, Fitness & Wellness Week 15 Oct. 2011: 54.Academic OneFile. Web. 5 May 2014. . 8. Bui, Huyen. "A Peek Behind the Pink Curtain." UWIRE Text 23 Oct. 2013: 1. Infotrac Newsstand. Web. 5 May 2014. . 9. Davis, Mike, Dave Stanton, and William Higgins. "America's worst charities." Tampa Bay Times and Center for Investigative Reporting. http://www.tampabay.com/americas-worst-charities/ (accessed May 6, 2014).

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