1 in 8 women in the US are diagnosed with breast cancer in their lifetimes, according to the National Breast Cancer Foundation. That means that, on average, a woman is diagnosed with breast cancer every two minutes.

To commemorate all those who struggle with breast cancer, October is Breast Cancer Awareness Month. The month is filled with pink ribbons, fundraising for breast cancer research and educating people about risk factors.

The month began in 1985, as a week-long event by the American Cancer Society. Pink ribbons were introduced seven years later when Self magazine’s editor-in-chief, Alexandra Penney, partnered with breast cancer survivor and Esteé Lauder’s Senior Corporate Vice President, Evelyn Lauder, to distribute pink ribbons after the magazine’s second annual breast cancer awareness issue. 

Now, society attempts to integrate the color pink into many products during October. However, these monetary benefits and almost celebratory occasions detract from the true meaning of breast cancer awareness month and leave some disease victims unseen and unheard. 

“It seems like 90% of my patients are triggered during Breast Cancer Awareness Month, particularly those who are in active treatment or in the early stages of their survivorship,” said Nicole Kagy, a clinical social worker at Cedars-Sinai.

The ubiquitous pink ribbons inundate current patients and survivors of everything they are going through. The month, although unintentional, often serves as a constant reminder for those already suffering through treatments or trauma from what they had to go through.

Some companies also make pink products, claiming to donate some of the profit to breast cancer awareness. They may advertise their products with pink, but that doesn’t mean that part of the proceeds go to breast cancer awareness or benefits. They may leave the words “breast cancer” out of the campaign, but consumers still assume that the proceeds will go to charities and buy products with good intentions. Breast Cancer Action uses the term “pinkwashing” to describe this movement from corporations.

“Just because it’s pink and says it’s for Breast Cancer Awareness Month doesn’t mean the money goes to breast cancer patients or organizations who help them,” says Amanda Dick of the Air Force Reserve Command.

Companies may also start campaigns in mid-summer, promoting products that contain known carcinogens. The most well-publicized account of pinkwashing is the cosmetics giant Avon. The company launched a campaign called “Kiss Goodbye to Breast Cancer” in 2001, promoting six shades of lipsticks for fundraising. However, these products contain known carcinogens. 

“More than 250 of Avon’s products listed in a database assessing the health risks of cosmetic products are listed in the ‘highest concern’ category due to the presence of hormone disruptors, neurotoxins and possible carcinogens,” said Forbes’ Amy Lubitwo and Mia Davis.

Some companies may advertise their products with pink, but that doesn’t mean that part of the proceeds go to breast cancer awareness or benefits. They may leave the words “breast cancer” out of the campaign, but consumers still assume that the proceeds will go to charities and buy products with good intentions.

“Just because it’s pink and says it’s for Breast Cancer Awareness Month doesn’t mean the money goes to breast cancer patients or organizations who help them,” says Amanda Dick of the Air Force Reserve Command.

To combat the problem of pinkwashing—especially during a month meant to support breast cancer patients—it’s best to trust reputed breast cancer foundations, like the Breast Cancer Research Foundation, which actively partners with brands impacting the community. 

Another crucial factor is that breast cancer continues long past pink-filled October days. It is an everyday struggle for the 4 million women in the US who are undergoing treatment or trying to heal from the traumatizing process.

Instead of just donning pink, some efforts can make a more significant impact on breast cancer patients.

“Some survivors volunteer to support newly diagnosed breast cancer patients by driving them to appointments, knitting beanies or even just sharing their own experiences. Others donate their wigs and scarves to newly diagnosed patients,” Amy Paturel of Cedars-Sinai advises.

Anyone can contribute in these small ways. Although donations to research and participating in awareness campaigns can help, volunteering one-on-one or spending genuine time making comfort items for patients can have a significant impact. 

Though the breast cancer awareness movement began with pure intentions to raise awareness and funds for research efforts, many corporations often capitalize on the struggles of breast cancer patients and survivors.

This October we hope that you wear pink in support of people affected by breast cancer, while also making informed decisions on how to best support patients and survivors alike.