What is Pinkwashing?
 

In the workplace, pinkwashing happens when companies promote breast cancer awareness through pink-themed products and gestures, without committing to deeper action. Offices may be filled with pink, but the symbolism often lacks tangible follow-through in the form of real education, support, or awareness. This disconnect between appearance and impact can leave people questioning how much good all this "awareness" is really doing.

Here are some actionable steps organisations can take to truly contribute to breast cancer awareness and the well-being of their employees.

1. Provide Comprehensive Cancer Awareness Training

Research shows that 86% of managers feel unprepared to support an employee diagnosed with cancer (Macmillan Cancer Support). It's crucial for organisations to provide managers with training on how to navigate these difficult situations. This training should cover how to offer emotional and logistical support, the legal rights of employees diagnosed with cancer, and strategies to accommodate their needs in the workplace.

2. Promote Prevention and Foster a Culture of Health

Many employees may neglect their health due to workload pressures or job insecurity. With 40% of cancers being preventable through lifestyle changes, companies should create a culture that emphasises health as a priority. Leaders can set the tone by encouraging regular health screenings, promoting work-life balance, and creating policies that support employees dealing with illness.

3. Encourage Early Detection

Early detection can significantly improve cancer outcomes, yet 44% of people do not regularly check for signs of breast cancer or know how to perform self-exams (Breast Cancer Now). Workplaces can play a key role by organizing workshops, offering time off for mammograms, and partnering with healthcare providers to make screenings more accessible to employees.

4. Support Transparent Charities and Research Initiatives
 

A major issue with pinkwashing is that many pink-branded products contribute little or nothing to breast cancer research or patient care. Organisations should seek out transparent charities with clear missions and contribute directly to research, patient care programs, or support services. Consider forming long-term partnerships that extend beyond October, making a year-round commitment to supporting breast cancer initiatives.

5. Raise Awareness through Education, Not Merchandise

Rather than emphasizing pink-branded products, organisations can make a more meaningful impact by focusing on educational campaigns that provide employees with accurate, life-saving information. This could include:

• Guest Speakers: Inviting professionals to share credible, evidence-based information or lived experiences with breast cancer.
• Informational Workshops: Offering sessions that teach self-examinations, explain risk factors, and debunk common myths about breast cancer.
• Intranet Campaigns: Using internal newsletters or social media platforms to share awareness content and resources within the company.

This kind of education and support demonstrates a genuine commitment to employee well-being and nurtures trust and loyalty within the workforce.

Conclusion: Actions Speak Louder than Pink
 

While the pink ribbon is a powerful symbol, it shouldn’t be the sole focus for organizations during Breast Cancer Awareness Month. Pinkwashing dilutes the impact and can prevent real progress by allowing companies to focus on appearance over substance. By going beyond the pink and committing to education, support, and authentic charitable contributions, organisations can create lasting, meaningful change for employees and the broader community.

Sharron Moffatt is a Mental Health Trainer, Cancer Support ambassador and inspirational speaker. You can catch speaking her at Health And Wellbeing At Work on March 11th 2025. 

Sharron Moffatt
Cancer Support Ambassador
MHFA Mental Health Trainer
Speaker

Web: https://sharronmoffatt.co.uk/
LinkedIn: http://linkedin.com/in/sharron-moffatt-mentalhealth-trainer