Cresencia Marjorie Chiremba
October, globally recognized as Breast Cancer Awareness Month—or Pinktober—is more than a calendar event.
It’s a call to compassion, visibility, and action. For businesses, it’s a moment to go beyond pink ribbons and limited-edition packaging.
It’s a chance to reimagine customer experience and sales strategies in ways that uplift survivors, support those in treatment, and build a culture of empathy and dignity.
In Zimbabwe, where healthcare access is uneven and stigma still shadows many diagnoses, companies have a unique opportunity to lead with heart. Whether you’re in retail, hospitality, healthcare, or telecoms, your brand can become a beacon of hope—not just through donations, but through everyday service moments that affirm life, courage, and community.
1. Humanize the Customer Experience
Customer service teams should be trained to recognize and respond to the emotional weight that breast cancer carries. Survivors and patients may be navigating fatigue, financial strain, or grief. A warm greeting, patient assistance, and respectful tone go a long way. Staff should avoid assumptions and instead offer choices—whether it’s seating arrangements, delivery options, or product recommendations that consider comfort and sensitivity.
Consider creating a “Pinktober Courtesy Protocol” that includes:
– Priority service for those undergoing treatment
– Flexible return policies for customers facing health challenges
– Staff sensitization workshops led by survivors or healthcare professionals
These aren’t just gestures—they’re statements of values.
2. Make Sales Campaigns Purposeful, Not Performative
Pink-themed promotions are common, but they risk feeling hollow if not backed by substance. Instead of simply branding products with pink, tie every sale to a tangible impact. For example:
– Donate a portion of proceeds to local cancer clinics or support groups
– Offer free or discounted products to survivors
– Create bundles that include wellness items, affirmations, or educational materials
Transparency is key. Let customers know exactly where their money is going. Feature real stories—not stock photos—of survivors who’ve benefited from past campaigns. This builds trust and emotional connection.
3. Create Safe Spaces in Your Physical and Digital Stores
Retailers can designate quiet zones or “comfort corners” where customers can rest, reflect, or access information about breast cancer. Pharmacies and supermarkets can offer free pamphlets, while clothing stores might showcase survivor-friendly fashion—soft fabrics, post-surgery bras, or headscarves.
Online platforms should be equally inclusive. Add filters or tags for products that support recovery. Use your social media to share survivor stories, promote screenings, and host live Q&A sessions with health experts. Make your brand a resource, not just a seller.
4. Recognize Survivors as Customers and Colleagues
Many survivors are also employees. Companies should use Pinktober to review internal policies:
– Offer paid time off for screenings
– Provide counseling or peer support groups
– Celebrate survivor milestones with recognition posts or small gifts
Externally, invite survivors to co-create campaigns. Let them model products, write testimonials, or lead community events. Their lived experience adds authenticity and depth to your brand narrative.
5. Partner with Healthcare Providers and NGOs
Sales and service teams can’t do it alone. Collaborate with clinics, advocacy groups, and wellness practitioners to offer:
– Free screening days
– Mobile health units at malls or markets
– Joint awareness drives in underserved areas
These partnerships extend your reach and credibility. They also show that your commitment goes beyond profit—it’s about public good.
6. Use Visual Branding to Inspire, Not Exploit
Pink is powerful, but it must be used with care. Avoid clichés or overly commercial designs. Instead, opt for visuals that honor strength, diversity, and dignity. Feature real women—of all ages, body types, and backgrounds. Include men too; breast cancer affects them, albeit rarely.
Your packaging, posters, and social media should evoke hope, not pity. Use affirming language: “You’re not alone,” “We see you,” “Together, we fight.”
7. Measure Impact and Share Results
At the end of October, don’t just pack away the pink. Reflect on what worked. Share data:
– How much was raised?
– How many people were screened?
– What feedback did customers give?
Use this to improve next year’s efforts. Better yet, make breast cancer support a year-round commitment. Survivors live with its effects every day—not just in October.
Pinktober is not a marketing opportunity. It’s a moral one. In a country where many face late diagnoses and limited treatment options, businesses can become part of the healing process.
Through thoughtful customer service, purposeful sales, and genuine community engagement, we can turn awareness into action—and commerce into care.
Let this October be the month your brand becomes a lifeline. Not just in pink, but in practice.
*Cresencia Marjorie Chiremba is a Marketing, Sales & Customer Service Consultant. For suggestions and training, contact her at info@customersuccess.co.zw or +263 712 979 461 / 0719 978 335 / 0772 978 335.