You can hardly not notice that October is Breast Cancer Awareness month. No other cause has been able to do what the Breast Cancer charities have been able to do and brand a month and own a colour. I love it.
For the first time ever though this year I have seen some articles from people warning about a Pink Backlash, or potential backlash. There seems to be some concern over how genuine the partnerships are in some instances and how much of the profit goes to the cause, while the company gets to highlight its pink credentials to its core market.
Its an interesting debate and all I would say to charities is dont undervalue your own brand, you can say No to a partnership if it isnt right for you.
Take a look at these articles on the topic