Do Your Research
Perkins encourages people to be knowledgeable about where they’re investing their time and money. “Too many different corporations have profited off of a person’s illness. Off of breast cancer. Off of the pink ribbon,” she says.
According to Perkins, organizations should be clear about what donations are funding, and this information should be featured on their websites. “If the organization can’t be transparent about where those dollars are going, it may be time to put your valuable resources in a different space,” she says. You should also consider whether the product you’re buying contributes to any breast cancer risk.
Breast Cancer Action has several toolkits on their website, including lists of questions you should ask yourself before participating in a breast cancer walk and before you buy pink . “Make sure that their mission and action steps align,” Perkins says. “Look up an annual report, look at their strategic plan, or look at their leaders who are making these decisions.”
Signs That an Organization Is Likely Pinkwashing
“The biggest pitfall is getting caught up in creative cause marketing,” Perkins says. And when it comes to the pink ribbon, she says there are no regulations on who can use it in their marketing, so any organization can participate in pinkwashing, a term coined by Breast Cancer Action in 2002.
One sign that a company may be pinkwashing is if they don’t provide information on where the money will be distributed, notes Perkins. “If you’re not seeing that on their website or social media, that’s a sign that pinkwashing is occurring.”
Perkins encourages people to pay attention to what an organization or company aims to achieve by selling products or hosting events. “Are they speaking to awareness, or are they speaking to actions? There’s nothing wrong with awareness, but if we really want to end breast cancer, action is more critical.”
Find an Organization You Can Trust
Fortunately, there are breast cancer organizations dedicated to finding a cure and putting their donation dollars towards research, as well as supporting patients and survivors.
If you’re not sure where to start, try searching through Charity Navigator, which features a list of highly rated organizations, or check out the resources on the Breast Cancer Action website.
Here are some of Perkins’ favorites:
METAvivor
This organization was founded by four women in 2009. It offers support to women diagnosed with metastatic breast cancer. METAvivor has a program called Sea to Sea for MBC Advocacy, through which patients, survivors, and supporters raise awareness about the disease while on a cross-country trip.
Women’s Cancer Resource Center
Founded in 1986 by a group of women diagnosed with cancer, this organization offers all of their services for free, including a variety of support groups, educational and wellness workshops , financial assistance, and more.
Silent Spring Institute
This research-based organization looks at the role the environment may play in causing breast cancer. Their goal is to strengthen national policies to protect consumers from dangerous chemical exposure and make breast cancer prevention a national research priority.
Tigerlily Foundation
Maimah Karmo founded Tigerlily Foundation while receiving breast cancer treatment in 2006. The organization has several programs aimed towards advocating, educating, and empowering those affected by the disease.
More Ways You Can Make a Difference
Donating money isn’t the only way you can make a difference. Several breast cancer organizations hold events you can attend, especially during the month of October. “Events are fantastic because they create a space of community,” Perkins says. “Anytime a cancer diagnosis of any type is heard in a family, you can feel very isolated.” You can also find volunteer opportunities on most breast cancer organizations’ websites year-round.
Perkins recommends writing to your legislators if you want to see changes made in health policy or product research. “If you’re aware of a company that is intentionally putting toxins or ingredients into products that we consume on a daily basis, write to that company, or write to legislators, and say, ‘No more,’” she says.
You can use your social media platform to raise awareness about organizations that are likely pinkwashing, as well as those that are honest and transparent about their work.
The Takeaway
You can avoid companies that partake in “pinkwashing” during Breast Cancer Awareness Month by doing a little research before making your donations. Be cautious of companies profiting off the pink ribbon without transparency about funding or potential breast cancer risks from using their products. Look for trustworthy organizations and explore other ways to help, such as attending events or volunteering.
