BIC’s line of pink pens and pencils marketed “for her” have received some criticism over the years for promoting gender stereotyping. However, a closer look shows these pink writing instruments provide more than just a color choice. A portion of sales from these BIC for Her products funds breast cancer research programs around the globe through donations to the Breast Cancer Research Foundation. While the implication that certain products must be pink to please female consumers is problematic, these particular pens in fact serve a good cause and more.
Pretty in Pink
BIC for Her products feature the iconic pink shade associated with breast cancer research and include both ballpoint pens as well as mechanical pencils. They provide smooth writing and durability much like BIC’s standard pens but in a color intended to appeal to those supporting the mission to overcome breast cancer. While some argue these pink tools solely perpetuate harmful gender stereotypes, many women consciously choose to support brands that donate to breast cancer charities and appreciate options in their signature color. For any displeasure with outdated marketing tactics, sales of BIC for Her pens also raise real funds for research working to end this disease. 💛
Philanthropy in Action
A portion from the sale of each BIC for Her product goes directly to the Breast Cancer Research Foundation, a nonprofit organization dedicated to funding scientific research focused on achieving prevention and a cure for breast cancer. Over $2 million has been donated by BIC to the BCRF since the introduction of BIC for Her pens in 2011. This program provides a way for consumers to aid breast cancer research simply through their choice and purchase of a writing instrument. While the brand’s pink pens may preserve a certain stereotype, their sales generate real impact by funding pioneers in the worldwide fight against this illness. 💛
Pretty and Purposeful
Rather than a product meant just for women, BIC for Her pens serve a philanthropic purpose that knows no gender. Breast cancer is a concern for loved ones of all sexes and backgrounds. These pens offer a way for anyone to support aid and research for those affected irrespective of other debates surrounding their marketing. Pretty in pink they may be, but BIC for Her products ultimately provide a helpful way for all people to participate in the critical work of organizations pursuing prevention, improved treatments and a cure – and that possibility is beautiful. 💜
While not perfect in approach, BIC for Her pens and their charitable fundraising mission remain impactful. They transcend arguments of stereotype by giving real means for any caring individual to join the collective rally against a disease that threatens us all. So write on, and ever onward – each stroke of pink leads closer to a brighter future without breast cancer’s shadow, where buying a simple pen can help make the difference. For that possibility to come to pass at last, every one of us must remain focused on what matters most. 💛
