I started this blog last year to show businesses and nonprofits how they can work together in a mutually beneficial way. And to help them do that with my marketing consult if needed. This practice is called Cause Marketing (CM). And yes, it’s being used to support breast cancer research, AIDS in Africa, etc. But it (CM), also works on the local level such as when restaurants do “pinups” and businesses organize clothing drives such as Sweaters For Seniors. As a fellow blogger who does the Avon Walk for Breast Cancer pointed out in her recent Small Strokes Fell Big Oaks post — many, many companies have signed on with Susan G. Komen to give a percentage of their sales to breast cancer in exchange for emblazoning that iconious pink ribbon onto their merchandising efforts.

Looking at it from a business marketing point of view (my day job), I see nothing wrong when a company wants to share their profits in exchange for a contractual right to align with a brand important to its customers, ie: women.

But, as a consumer and your average joe-ette off the street…and someone, who thanking my lucky stars, fingers crossed has never faced the disease that one out of every nine women reportedly get, I see things a little differently. My problem is more with Komen, the nonprofit, and their non-discretionary way of accepting, it seems, any and all business sponsors on the face of the planet. This issue is addressed in a well written and researched Boston Globe story, “Sick of Pink.” (Another reason, we still need good newspapers and real journalists.) The Boston Globe reports that while Komen raises money for breast cancer through merchandising partnerships, it often Pepto pinkishly candy coats a serious disease and thus, offends those (breast cancer victims) it’s trying to support.

What’s more, Komen has hijacked the color pink. A color that used to be associated with Audrey Hepburn’s movie “Funny Face.” There’s a fabulous song in the 1957 Paramount motion picture when the publisher of a Vogue-like magazine sings “Think Pink” as she contemplates the next issue. But now, pink is well, a plague and a symbol of “do you care about women or not?” Stuff that’s a little too heady for such an innocent and precious color if you ask me and Chloe Pink.™

Sadly too, I believe, the prosperity of pink ribbon marketing has taken away some of our collective and valuable brain space. Thoughts in one’s head while sitting at a traffic light behind a soccer mom’s SUV with a pink ribbon on it could compassionately linger elsewhere. Like towards the prevention of heart disease or “Should everyone be entitled to health care in this country?” No wonder though. How alluring is the vision of an aortic valve or the Aetna logo?

I have a theory that one — just ONE little reason that Susan G., Avon and the likes of have been so successful. It’s this. Nothing sells better than sex. And nothing is sexier than than those lactating organs of women that men don’t have and thus, women take such pride in. This could be several more feminist related blog posts, but I digress.

Instead, let me end here and just say, personally, I applaud anyone’s efforts in walking for and raising money for breast cancer. No question it’s a sad and serious affliction.  I also have no problem with New Balance putting a pink ribbon on its shoes — or Starbucks giving some centage to RED from every latte I drink in December or whatever month it is they do that. Just know that when I drive to my favorite coffee spot this morning, you won’t see any “Save the Tatas” bumper sticker on my rear. And when I get home, I just might watch a little Audrey and Fred on my DVD player. And remember the good ol’ days when pink was (only) my favorite color.

Popularity: 3% [?]