Pinkwashing.🙅‍♀️ We’re rethinking pink. 💗 In over 20 years of rethinking breast cancer, we're grateful to have had a lot of partnerships, and for always making strides to rethink pink. In more recent years, we'll admit we were so overwhelmed with the amount of people and businesses wanting to partner on cause-marketing initiatives that it became unsustainable for our team for the amount of administrative and marketing support we provided vs. the net revenue and mission impact received from our collective BCAM partners. That's why, in reflection of BCAM of years past, and in preparation for the future, we decided to rethink our approach even further. To maximize impact, collaborate more intentionally and call upon our partners to take more action with us. Funds are important, but so is their commitment to education, awareness and advocacy to their unique communities. These are our Impact Partners. The conversations with brands and businesses heading into October this year went so well. Better than we could have imagined, and we are so grateful for honest and meaningful collaborations that transcend a traditional and often transactional cause marketing partnership. Our Impact Partners are committed to helping advance Rethink’s mission to educate, empower and advocate for those who are concerned about and affected by breast cancer, helping them live longer and better. Together, we’re addressing the gaps in care for the breast cancer community and engaging audiences in important breast cancer issues. As we intentionally select our Impact Partners, we focus on working with brands that align with our mission and values and partner with companies that want to drive impact. Our Impact Partners play an important role in the breast cancer ecosystem and drive real change. This is a crucial shift for us in addressing pinkwashing with action, stopping it in its tracks and ensuring the impact both financially and otherwise is truly going back to the community through our support, education, empowerment and research resources. This isn't perfect. It doesn't end the fact that pink washing very much exists. And this will continue to be a process. (Continued 👇️)