A new paper published by the Harvard Business Review revealed that for breast-cancer initiatives, pink as a brand color is actually putting women on the defensive, making them less likely to donate to cancer research. The reasoning behind this is that pink triggers women to think about gender in tandem with threatening issues (like cancer), which sets off all sorts of strong denial mechanisms. What does this mean for the color in general? When tied to a nasty, threatening entity, pink actually makes women less responsive instead of more likely to participate. So then, what should be the first order of business? Dye all Crocs pink. That's one problem to check off the list! (HBR via Gawker)
