Pink Ribbon Promises

Breast-cancer-related promotions are a hit, but how much good do they do?

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As breast-cancer-awareness month gets under way, American consumers are expected to generate millions of dollars for charities by buying pink. That is clearly a good thing. But consumers who want to ensure that their dollars will really make a difference "have to do their due diligence," urges Susan Arnot Heaney, director of corporate responsibility at Avon. In other words, take off those rose-tinted glasses, ask questions and read the fine, pink print. π


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