Susan G. Komen Reminds Consumers to Ask Questions Before Buying

This month—breast cancer awareness month—triggers a flurry of marketing activities tied to pink-ribbon packaging and pledges of support for the cause. Hundreds, if not thousands, of brands participate prompting the Susan G. Komen for the Cure foundation to remind consumers to make sure things are on the up-and-up before they make a purchase.

“Selecting the right program is a personal choice based on your interests, your passions and a cause that is important to you,” Katrina McGhee, vice president of global partnerships for Susan G. Komen for the Cure, said in a release. “You work hard for your money, make sure your purchases have the impact you want.”

The foundation is suggesting that consumers ask five key questions.

1. Is this company committed? Read the product packaging and promotional materials or display and visit the company Web site to make sure the company is credible and committed to the cause.

2. How is the program structured? Transparency is key. Is the company clearly stating how the money is raised and how much will be going to charity?

3. Who does the program benefit? Does it support a well managed, reputable non-profit or fund?

4. How will the organization that benefits use the money? Will the dollars generated go to research, education, community programs or all of the above?

5. Is the program supporting a cause you believe in or have been touched by? Based on the details of the program and the potential for dollars to be raised does the program make sense to you?