Raising awareness about an issue isn’t usually supposed to perpetuate the problem.

October is Breast Cancer Awareness Month.  Everything from 5Ks, clothing, and food begins to take a pink tinge.  But are people just seeing through rose-colored glasses?

While some endeavors do provide support and community to those with or survivors of breast cancer, others may do just the opposite.

Walking into a grocery store in October, the shelves are lined with products adorned with pink ribbons, pink lettering, and pink dye.  This is “Pinkwashing”, similar to greenwashing, where companies who take an active part in destroying the environment promote their products by touting “Earth-friendly” messages.

Awareness is all well and good, but creating so-called “awareness” shouldn’t come before taking steps that would actually work towards decreasing the issue.

Instead of spending money designing and producing pink-themed products, if companies truly wanted to support those with breast cancer, they would do the exact opposite.

Red dye has been proven to be carcinogenic.  Yet to promote their anti-cancer message, they increase their usage of it.  Ironic, isn’t it?

It’s rather simple to create the same, well-known products without dangerous ingredients.  These ingredients are highly unnecessary, and companies are just as successful, if not more, without them.  In countries where certain additives are banned, the same products are sold, but with a slightly different formula.  Titanium Dioxide isn’t needed to make Skittles, nor is Potassium Bromate needed to make pretzels.  Both are banned in many other countries, due to their carcinogenic nature.  Many kinds of food dyes are as well.  Instead, beets, turmeric, and paprika are used to create the same vibrant colors.

Companies may claim to be supporting those with breast cancer, but in reality, they’re only seeking to support themselves.  Don’t be someone who falls for their pink pretense, when it’s only another ploy to generate more sales.  Processed foods are a leading cause of cancer.  Instead of just promoting products such as candies, sodas, or fast food by putting them in a pink bag, or dyeing them pink, time and money would be better spent finding alternatives to using carcinogens in packaging and products.

In October, Breast Cancer Awareness Month shouldn’t equal Halloween, as just another way to sell more themed products.  Change is what is desired, and it doesn’t have to be seen as impossible.

Do people affected with breast cancer really want to celebrate seeing symbolic pink, when it stands for nothing?

Companies should start supporting the people, rather than the disease.

This October, go see a Breast Cancer Awareness month-themed fashion show, dance, spoken word, comedy show, or concert.  Or go on a walk, run, or bike ride.  There are so many local opportunities to offer support, rather than perpetuating a piece of the problem.