Saturday, October 15, 2011
Too Much Pink?
Since Susan G. Komen for the Cure introduced pink ribbons as symbol of the fight against breast cancer in 1991, the color pink has become linked to the cause.
Looking for a way to connect with consumers, many companies have jumped at the chance to connect their brands and products the breast cancer fight through cause-related marketing. Typically, products - ranging from yogurt to handguns - used in this manner will have pink packaging and wording indication how the purchase of the product will help Komen or other charities fighting breast cancer.
Does the influx of all the pink help people stop and think about what they can do to help fight breast cancer (Has mom had a mammogram? Did I give enough to my neighbor when she did that walk?), or as asked in this Associated Press report, has it become a distraction? Is it just another way to differentiate between products?
For it's part, Susan G. Komen for the Cure stands behind the pink madness. It says all that pink helps the organization fund research for better treatments and cures. Says Leslie Aun, a Komen spokeswoman, "We don't think there's enough pink. We're able to make those investments in research because of programs like that."
The BBB advises that consumers take caution when purchasing products advertised as helping charities. All products touting support of a charity should clearly disclose how much of the purchase price (i.e. 50 cents, 10%, etc.) of the product will be donated to a cause, any donation limit (for example, up to $100,000) and the duration of the cause-related marketing campaign.