Friday, September 30, 2011

USA TODAY Polls Pink Campaign Shoppers

Just as when the Holidays roll around every year you can be sure to see the red and green everywhere, it is a sure bet that in October you will see pink all over the marketplace. Yes, another October has come rolling around and more and more businesses are getting on the pink ribbon bandwagon helping promote breast cancer awareness and  research. But research findings have addressed the many questions that many of us have asked as to whether the pink campaign has gone too far and whether it has proven worthwhile. A recent Gallup Poll in USA Today bears some good news about the pink campaign in that it has raised awareness of the cause and has brought in contributions. 

The ensuing article in USA TODAY, however, points out that with all the hoopla and additional funding there has been little advance in finding a cure for the disease and questions remain whether the intense focus on this one cause detracts from other causes just as worthy. 

No one has yet studied, as far as I can tell, whether the pink campaign has provided retailers with an additional boost in sales. Presumably the industry thinks so, unless of course, the campaigns are done out of altruism. 

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