October is Breast Cancer Awareness Month, but most people are already “aware” of breast cancer. So, what does this month actually stand for? Ideally, it’s about pushing for more research, better patient support, and real prevention efforts. But with pink ribbons everywhere—on our social media, in stores, even on food packages—it’s easy to think buying a pink product means you’re helping the cause. That’s where “pinkwashing” comes in.

What is pinkwashing?

Pinkwashing is when companies use breast cancer to sell products, often giving little or no real support to the cause. They might slap a pink ribbon on their products, but behind the scenes, some of these items contain chemicals linked to cancer. For example, you might find a pink-ribboned cosmetic product full of hormone disruptors, which are known risk factors for breast cancer.

Buying pink doesn’t always mean you’re making a difference. Often, only a tiny fraction (if any) of the proceeds go to research or patient care.

How to spot pinkwashing
Before you throw a pink-labeled product in your cart, ask yourself these questions:

• Is there transparency? Does the product say exactly how much is donated to breast cancer research or support?
• Who benefits? Are the funds going to a reputable organization that directly supports research or patient care?
• Does the company care about prevention? Are they selling products with known carcinogens or harmful chemicals?

How you can make a real difference

Rather than purchasing from pinkwashing campaigns, here are ways you can actually support the cause:

1. Donate to reputable organizations

One of the most impactful ways to help is by donating directly to organizations that fund research and provide real support for patients. Reputable, national organizations include the Breast Cancer Research Foundation (BCRF), METAvivor, and The Breasties. And of course, you can support young adults with breast cancer in our own community by donating to The Rutledge Foundation. Did you know that breast cancer rates are rising among young adults?

2. Be there for your loved ones with cancer

Supporting research is vital, but don’t forget about the loved ones in your life who are battling cancer. Here’s how you can help:

• Offer emotional support: Sometimes, just being there to listen is enough. Cancer patients often face a storm of emotions—fear, exhaustion, frustration—and your presence can make a world of difference.
• Help with everyday tasks: Chemo and radiation are tough. Offering to cook a meal, run errands, or help with childcare can be a huge relief.
• Accompany them to appointments: Medical visits during cancer treatment can be long, stressful, and lonely. Offering to drive a loved one to their appointments, sit with them during treatments, or just keep them company in waiting rooms can provide both practical and emotional support. But here’s the thing—it’s not just about the treatments like chemo or radiation. Often, once these “big” treatments are done, people assume life goes back to normal for cancer survivors. But that’s not the case.
• Gift thoughtfully: Instead of another pink ribbon, gift something practical. Soft blankets, skincare for sensitive skin, or meal delivery gift cards can offer real comfort.

Make a lasting impact

Breast cancer awareness shouldn’t just be about buying a pink product and calling it a day. True support means making a real, lasting impact—whether that’s through donating to worthy causes or showing up for someone who needs you. By avoiding pinkwashing and focusing on meaningful actions, you can be part of the real change that breast cancer patients need.