Final answer:
Yoplait's campaign is an example of cause marketing, which is often scrutinized by groups like BCA for potential "pinkwashing", where the promotion may contradict or undermine the very cause it claims to support.
Step-by-step explanation:
In Yoplait's "Think Before You Pink" campaign, their strategy of donating money to breast cancer research for each pink-lidded yogurt sold is an example of cause marketing. Cause marketing is a type of corporate social responsibility where a company's promotional campaign has the dual purpose of increasing profitability while bettering society. The company promises to help a certain cause with each purchase of their product.
This campaign asks consumers to be more mindful and informed about such promotions. The Breast Cancer Action (BCA) group coined the term "pinkwashing" to describe a situation where a company or organization claims to care about breast cancer by promoting a pink-themed product, while at the same time engaging in practices that may contribute to the disease. An infamous case of pinkwashing was the partnership between the Susan G. Komen Foundation and Kentucky Fried Chicken, where the association with fatty foods, which could potentially raise cancer risks, clashed with the message of supporting cancer prevention and research.
To address the issue of pinkwashing, consumers should investigate how much of their purchase actually goes to the cause, whether the product itself is harmful, and if their donation will truly have an impact. It is essential for consumers to be discerning and verify the underlying details of these charitable campaigns.