Pink-Washing: What It Is & How to Avoid It This October

October rolls around and suddenly… everything turns pink. Coffee cups, yogurt lids, football uniforms, even dog toys. On the surface, it looks like a tidal wave of support for breast cancer awareness. But here’s the catch: not all pink products actually help people with breast cancer.

That’s where the term “pink-washing” comes in.

🤷‍♀️ What Is Pink-Washing?

Pink-washing happens when companies use the pink ribbon or breast cancer messaging to market their products, but:

• Little to no money actually goes to breast cancer research, treatment, or support programs.

• Donations are vague (think: “a portion of proceeds” with no real numbers attached).

• The company is selling products that might even be harmful to your health (yes, it happens).

Basically, pink-washing makes a brand look like they care, while survivors and patients don’t actually benefit.

🚫 How to Spot Pink-Washing

Next time you see a pink product, check for these red (or… pink) flags:

1. No clear info on donations. If it doesn’t say exactly how much goes where, assume it’s not much.

2. Caps on giving. “Up to $50,000” sounds great, but if they hit that cap in week one, every purchase after that is just marketing.

3. Unrelated or unhealthy products. Selling alcohol, sugary snacks, or harmful chemicals “for the cause”? That’s a no.

4. No local impact. A lot of national campaigns raise money, but it may never touch your community.

💗 How to Support the Right Way

Here’s how to make sure your dollars actually make a difference this Breast Cancer Awareness Month:

• Give directly. Skip the product and donate straight to an organization you trust.

• Shop small/local. Support survivor-owned businesses or programs (like our Perky Restoration Program) where you can see the impact.

• Look for transparency. If a brand is truly donating, they’ll proudly show the numbers and name the organization.

• Ask questions. Don’t be afraid to message a company: “How much of this purchase supports breast cancer services?”

🌸 Where Your Dollars Do Count

Throughout October, we’ll be spotlighting organizations that are truly making a difference for breast cancer survivors. These are the places where your money goes directly to services, resources, and support that help real people—not just corporate marketing campaigns. Keep an eye on our blog and socials to see who’s out there doing the good work.

🎀 The Bottom Line

Awareness is great. Action is better. This October, let’s not get tricked by pink-washing — let’s make sure the pink actually matters to the people who need it most.