Pretty in Pink: The Susan G. Komen Network and the Branding of the Breast Cancer Cause

The pink ribbon is a ubiquitous fixture on the consumer landscape of contemporary America. Emerging over the last two decades as the symbol for the fight being waged against breast cancer, the color and image now adorn packaging for everything from trash bags to cosmetics, cereal to cleaning products, postage stamps to guacamole. The already pink Energizer bunny now dons a pink ribbon as he keeps going and going to fight breast cancer as well as power the nation‘s electronic devices. The National Football League donned pink during October 2009 in support of October‘s National Breast Cancer Awareness Month and Muslim women veiled themselves in pink hijabs for the annual Global Pink Hijab Day at the end of October. 1