There are brands that, for many years, have been celebrating their month of October and as soon as the 19th of this month approaches, a date that commemorates the fight against breast cancer, they have the month of October dyed pink by their marketing services as one of the best sellers before Halloween and Christmas. Lots of good vibes, stories of surpassing yourself, great women and a sentimentality that touches the heart. All in the service of the pink campaigns of brands which emphasize the idea of solidarity in the sale of their products. They will allocate part of the money to research or projects aimed at women with breast cancer. Pink activism, there are even those who call out everyone who participates in these campaigns that look like Barbie parties, giving a like, buying the products, sharing posts, going to concerts, dressing up in women with cancer, in the “pink movement”, …
A few days ago, Teta&Teta explained on its Instagram account that “if a brand’s activism is linked to a purchase, it’s not activism, it’s a promotion”. In other words, if the money raised by these brands does not reduce to a minimum their commercial interest in the cause, that is to say their profits thanks to this cause, there would be a legitimate doubt as to their real contribution to the struggle. or they capitalize on the suffering of a disease which, over the last fifteen years, has killed nearly a hundred thousand women to sell and earn more. In which case, we would be talking about Pinkwashing. The truth is, if you ask women who have been diagnosed with cancer, most of us will tell you that we don’t feel identified with these campaigns. If cancer is a color, it looks more like the brown of the shitty situation we find ourselves in and the black of a horizon where diagnoses are multiplying, women are getting younger and younger, and also deaths. More years of life thanks to treatments does not always mean surviving cancer.
