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Abstract
The pink ribbon is one of the most widely recognized symbols in the United States.
It can symbolize strength, hope, responsibility, empathy, and permission to discuss
breast cancer, though not all associations are uniformly positive. Cause-related marketing
is an agreement between nonprofit and for-profit organizations to promote a product
that provides benefit for the cause through increasing awareness and financial contributions
from sales. For-profit organizations benefit through the association of the positive
ideology of the pink ribbon. The relationship between the organizations should be
mutually beneficial; the percentage of funds donated should be reasonable, and the
organizations that benefit should be respected institutions. Many breast cancer organizations
have obtained significant benefit from corporate partnerships in cause-related marketing.
Certainly, breast cancer awareness is much stronger now than 15 years ago. However,
not all products are appropriate for promotion, particularly products that may increase
the risk for breast cancer, such as alcohol. No corporation is licensed to have exclusive
use of the pink ribbon symbol, leaving it open to potential abuse. Backlash by consumers
has raised awareness of the misuse of the pink ribbon and cause-related marketing.
As marketing becomes more global, the impact of the pink ribbon in the third world
may spur open dialogue and reduce the taboo associated with breast cancer observed
in some cultures.