Because I have not yet offended every female Awl reader, I would like to point out that it is breast cancer awareness month. [Ed Note: *Hides under desk.*] A consumer holiday created by businesses that discovered placing a pink ribbon on any piece of shit product is a huge sales driver. Yes: "Brands will continue to benefit from identifying and contributing to a positive social purpose that makes sense for their business, with 64 percent of people globally saying they would recommend a brand that supports a good cause (up from 52 percent in 2008)," says the Edelman 2009 Goodpurpose Survey.