More Pinking Than Thinking

Phew, October is over - I don't think I could take much more pink.

Since you are environmentally alert - you have likely heard of "green washing"; when companies claim environmental benefits of products with (often) dubious back-up, credibility or research.

But most people haven't heard of "pink washing" – first used to describe cosmetic companies who raise money in the name of breast cancer but (knowingly or unknowingly, it doesn't really matter) manufacture products that contain known carcinogens (cancer-causing) or reproductive toxins.

First, let me get one thing straight – I am a cancer survivor, and I might not have been able to write this if it wasn't for the chemotherapy cocktail I happily accepted in 1999. So, I am supportive of the concept of cancer research – to a point.

But, in recent times a whole bunch of extreme "pink" products and "pink" fundraisers have sprung up, and I am completely dissatisfied with their motivations, and want to alert people to the integrity of the movement itself. Many have written about their concerns.................

Firstly, you might want to visit Think Before you Pink. Started in San Francisco (2002), this group ran ads in the New York Times alerting people to the hypocrisy surrounding pink cause marketing – do we know how much money is actually raised? How much is being spent? Where all the dollars are going to? How effective are the contributions?

And Ontario researcher Samantha King, tells us in her 2006 book Pink Ribbons Inc; Breast Cancer and the Politics of Philanthropy that it is far more effective to give to a charity rather than purchase a product of dubious environmental health (you can't tell me the latest pink Blackberry, Arctic Cat, or a Microsoft mouse hasn't got or generates toxic compounds in its manufacture, use or disposal).

If you are a survivor, friend or relative, or just simply a person who cares, bless you - but take note. You don't have to BUY STUFF to make a difference. In fact not buying stuff will make more of a difference. Don't let pink create a stink for women, don't succumb to shelling out without care or responsibility. Even it has a name, it's called "slacktivism".

And, if you are a corporation looking for philanthropic strategy, tread cautiously when it comes to cancer charity donations. Follow these steps;

* Choose your charity carefully, ensuring the highest % of funds possible goes direct to research with integrity.

* Ensure the programme has longevity and does not involve profit-making by private organizations seeking to profit from the cancer industry.

* If possible, support preventative programs as well, ones that support health, prevention, or better still those who lobby for restrictions to the use of toxic compounds in manufacturing.