October marks Breast Cancer Awareness—and raises questions about “pinkwashing”
October is recognized across the United States as Breast Cancer Awareness Month, a time traditionally dedicated to early detection, honoring survivors, and funding research for a cure. But amid the sea of pink ribbons and corporate sponsorships, a growing number of health advocates and consumers are calling out what they refer to as “pinkwashing.”
The term refers to the marketing tactic in which companies promote breast cancer awareness while simultaneously selling products that contain ingredients known or suspected to increase the risk of cancer.
Critics argue that some corporations are capitalizing on a cause while ignoring their own potential role in the problem. Brands such as Campbell’s Soup, Pepperidge Farm, Kit Kat, Tic Tac, and KFC have come under fire on social media and in health blogs for promoting pink ribbon campaigns, despite containing ingredients like processed meats, artificial flavorings, and preservatives that have been linked to elevated cancer risk.
“We’re being sold ‘awareness’ by the very companies contributing to the health crisis,” said Dr. Kristi Funk, a board-certified breast cancer surgeon and author of Breasts: The Owner’s Manual. “Pinkwashing distracts from meaningful change and allows harmful practices to hide behind the veil of advocacy.”
According to the American Cancer Society, an estimated 297,790 new cases of invasive breast cancer will be diagnosed in U.S. women in 2025, with approximately 43,700 deaths expected. While the causes of breast cancer are complex and involve multiple factors, research increasingly points to environmental exposures and dietary habits as significant contributors.
Many advocates of natural and alternative health approaches are urging consumers to look beyond the pink packaging and consider the full picture. Social media campaigns throughout October have encouraged shoppers to read ingredient labels and research a company’s manufacturing practices before supporting breast cancer-themed products.
Supporters of these efforts are not rejecting awareness; they’re calling for accountability.
“Breast cancer shouldn’t be used as a marketing strategy,” said Jen Green, a naturopathic oncologist and educator. “We need transparency, not just pink packaging.”
As the month continues, the message is growing louder that awareness alone is not enough. True advocacy requires more than slogans. It requires honesty, responsibility, a deeper look at what’s really behind the pink and in the ingredients list.
Rachel Redlin is a columnist, author, journalist, and award-winning radio host. She lives in Northwest Kansas with her husband and five children, where she writes about faith, food, and the simple everyday life. Want to read more or contact us? You can subscribe to the FREE newsletter at www.simplybloominggrace.com
Photo above provided by naturallyunbridled.com
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