Auto parts and breast cancer
I get a lot of email from public relations firms. I somehow got on a big list somewhere, and when “women” pops up in the name of the place where I work, they send me pitches on stuff they figure women will interested in–cookware, gourmet food products, books, etc.
Breast Cancer Awareness Month is coming up in October, so a couple weeks ago I got an email from an auto parts company announcing their new pink-ribbon-branded windshield wipers, “the windshield wiper blade that is working to ‘Wipe Out Breast Cancer.’”(I can just see the marketing person at a staff meeting pitching this idea, can’t you? “Hey, we make wipers … and everyone wants to ‘wipe out’ breast cancer … this is perfect!” Yup, absolute creative marketing genius there …
My first reaction to this email was, “Are you kidding me? Are you serious? Windshield wipers?” I was really annoyed. And so then I had to figure out why I was getting so annoyed.
It’s not like I haven’t been touched in some way by breast cancer. Like most people, I can name friends and family who have dealt with it, including my mother.
What was bugging me, I think, is that while all this raising awareness is all well and good, it’s gotten out of hand when windshield wipers are getting pink-ribboned. Some would argue it got out of hand long ago.
See. companies get in on cause marketing because they have seen other companies make money on it and boost their reputations. They don’t pink-ribbon their stuff because they’re altruistic–though to be fair, I’ll give some benefit of the doubt that the desire to do good does play some role. But companies primarily do this sort of thing because it’s good business strategy: Giving away a little bit of money makes you even more money, because consumers, all else being equal, will support a product that does something good or supports a cause. It’s good PR.
So am I asking you to boycott pink-ribboned products because the corporations behind them are only motivated by profit? No. But I do think we should question how much we’re really doing when we “buy pink.” Lots of food for thought on this at www.thinkbeforeyoupink.com.
So how much are you influenced by pink ribbons and promotions? And is there so much of it now that it matters less to you than it used to?
