Make sure the cause is supported when you buy ‘pink’

Supporters of breast-cancer awareness may jump at the chance to buy “pink” products, but a Susan G. Komen Foundation representative said some of these products could be marketed largely for a company’s gain.

Sophie Sureau, executive director of the foundation’s Northeast Ohio affiliate, said the foundation works with many big-name companies such as Yoplait, Ford and General Mills.

Sureau said it’s important to support the cause, but it’s also important — especially during Breast Cancer Awareness Month in October — to watch out for organizations that don’t clearly state a minimum donation on their product.

“It’s called ‘Pinkwashing,’” she said. “I think more and more, people have the impression that just by buying something pink they’re supporting our cause.”

Sureau said many for-profit organizations will market pink items and donate only a few cents or dollars to the foundation. Many consumers don’t realize this and believe the money they’re spending benefits the foundation, when really the company pushing the product reaps most of the benefits, she said.

“We will not lend our name to companies that are not there for the purpose of saving lives,” Sureau said. “They must have the same vision and intention in mind, which is not necessarily to boost their sales.”

Sureau said that nationwide, General Mills will contribute $2.25 million to Komen for the Cure, and Yoplait will donate 10 cents per pink lid mailed in with a minimum donation of $500,000 up to $1.5 million.

“Consumers expect that corporate America will give back to the cause,” she said. “Corporate support earns their trust in a cause, and studies show that helps eight in 10 consumers choose their products.”

Read more in Tuesday’s Vindicator and Vindy.com