One in nine women in Canada will develop breast cancer during her lifetime. 

This is part of the reason why so many people and activists take the issue of "pinkwashing" very personally. Monetizing and sexualizing breast cancer is a disgusting practice that takes away agency from survivors and their families. When corporations use breast cancer as a catchy "theme" or splash around the pink ribbon to bring home enormous profits and paycheques, activists need to fight back. It's obvious there's a major problem when consumerism and advertising and making money are emphasized above the struggles, and successes of women living with the realities of breast cancer.  

Check out this podcast for an awesome in-depth look at pinkwashing in the above context.

Of course, there is another definition of pinkwashing that interests activists. Pinwashing can also refer to the trumpeting and “celebration” of an institution’s LGBTQ-friendly policies in order to hide other less-than-desirable structures. This is an issue that often re-ignites debate during Israeli Apartheid organizing. Accusations of pinkwashing are a common critique of Israel and Israeli policies. 

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