Currently discounted at Peruvian supermarket Tottus? Mammograms, 'a life-saving bargain'

Pink candles, pink chocolate, pink sweaters, pink cans of baked beans... Every October, brands pile on the pink. While some are truly generous in their efforts to back breast cancer research and support people impacted by the illness, others are sales-driven or publicity-seeking. And consumers are on to them: in a February 2023 Ipsos survey, 65% of US respondents said too many businesses use the language of social purpose without committing to real change.

Tottus, meanwhile, is providing a concrete benefit by selling mammogram vouchers in its stores. When thinking about Breast Cancer Awareness or any other social impact program, ensure your initiative isn't self-serving or functioning as a revenue opportunity. Is your brand genuinely adding value for the cause it aims to support? Could you get practical and leverage your sales or logistics channels to make an immediate difference?