From Peach to Profiteering.
The Shocking Truth Behind That Ubiquitous Pink.
Dear Reader
You might wonder why I am writing about the colour that is usually absent from this time of year — a clash with the glut of reds, greens and gold. Well, I decided to start the year with this post to juxtapose what we expect of January for this jarring reason:
Those of us who are/have been touched by breast cancer are sensitive to this colour 365 days of the year. The overbearing presence of it in October, Breast Cancer Awareness Month, is to trigger the rest of the world into fundraising. And I want to bring that to your attention while you are not desensitized.
Overly cynical, you might think? Please read on.
In The Truth I was Blind To, I unearthed how mainstream publications or news outlets will not risk printing or airing a real-life, torrid story of breast cancer, which questions the lucrative narrative. They have clear policies to follow to keep their advertisers happy and profits constant. In October, many magazines commission only articles that will help all those concerned profit from riding the pink-ribboned wave, and maintain the smokescreen — regardless of who is choking on it.
Not so PROVOKED.
I discovered this magazine because they published this delightfully written article, Why I Boycott Pink — Even as a Breast Cancer Survivor by Victoria Westerliegh. It is refreshingly personal, well researched, and informative. The readership is clearly engaged as opinions and reactions are shared in the lively comments, many of which I found useful in broadening my perspective.
You have probably read enough from me by now to know how delighted I was to find an article about how Pinktober and “pink-washing” can have a triggering, rather than encouraging, effect — Pancakes anyone? What could possibly go wrong? I like how the writer owns her personal perspective while also acknowledging how others may feel differently as they navigate an October dripping in a syrup of pink.
But beyond this, I learned yet another shocking fact: The “pink” ribbon started as a peachy keen project by a woman wanting to expose the truth about the minuscule percentage of fundraising money that goes into actual cancer prevention research.
It was a noble project aimed at raising awareness of where cancer research monies were ending up.
Here is Westerliegh’s account:
In the early 1990s, Charlotte Haley handmade peach ribbons to highlight underfunded breast cancer research. When a few corporate giants offered to commercialize her campaign, Haley refused. The corporate solution? Sidestep her by swapping peach for pink—and the global symbol for breast cancer awareness was born.
What started as an attempt to expose corporate greed got swallowed by it. This is what Haley wrote in 1992 on the card to which her ribbons were pinned:
“The National Cancer Institute annual budget is $1.8 billion, only 5 percent goes for cancer prevention. Help us wake up our legislators and America by wearing this ribbon.”
This is just one example from over 30 years ago; I am sure we could now find multiple shocking examples of numbers like this since the ribbon was turned bubblegum pink.
I urge you to read the whole article, and I hope we all remember this story next October when the campaign bamboozles us all into thinking it is kindness.
But for now, a shout-out to everyone at PROVOKED magazine, and to Victoria Westerliegh for exposing more of the myth around the ubiquitous pink ribbons. I find their Masthead encouraging:
“As an independent, woman-owned brand with creative, editorial, and tech teams all led by women, we’re not bound by legacy media.”
And to be clear: No brand tells us what to say. Ever.
Susan Dabbar, Founder and Editor-in-Chief
How refreshing!
Be well, write often,
EmmaJ
Next Let’s Write Together! is Friday, January 9th 2026!
Your chance to be in my Zoom room with me to listen to a poem I have chosen to read, and then write to a prompt for 20 minutes. We take it in turns to share (if desired, no obligation) as a wrap-up or to give a reflection on what others have shared.
It never fails to be a warm and heart-filling hour. No writing experience required - if you can write a Christmas list, you can write here too :-)
These Zoom hours are free to Paid Subscribers. Subscribe now, and the link will be shared this week.
For me it feels a little like comic relief or children in need. For the avoidance of doubt… in no way shape or form am I against these events / causes.
But equally if I choose not to engage on the event, that’s my choice. For my reasons.
Wow, Emma. Yet another example of how corporations bamboozle consumers. Thanks for sharing the truth.