Every October, it’s like the world gets dipped in Pepto-Bismol  

Once again, October has arrived, and with it the familiar pink ribbon parade. They’re everywhere on coffee cups, in banking halls, on TV presenters, and pinned to the outfits of their guests, all signaling breast cancer awareness. Social feeds echo the same reminder. It’s a thoughtful gesture, yes, but let’s be real: awareness alone doesn’t save lives. Action does.

True care begin after the ribbon. It’s not about showing solidarity in colour; it’s about showing courage in action. Real leaders don’t just wear symbols. They question them. They ask what these gestures really mean and what they themselves are doing beyond the display. Rewriting awareness, to me, means taking responsibility not just as consumers but as conscious leaders. It’s realizing that leadership presence begins with informed choices. The things we buy, the causes we support, and the messages we amplify should reflect our values, not our vanity. And honestly, no woman should still be dying of breast cancer while the world hides behind hashtags and campaigns.

If we can’t pronounce an ingredient on a label, maybe we shouldn’t be putting it on our skin or in our bodies. That’s not paranoia; that’s leadership. Taking time to read, question, and choose wisely isn’t a small act. It’s a bold declaration that says, I’m awake, and I care. Confidence and leadership aren’t about who speaks the loudest. They’re about intention the quiet strength of standing firm in what you believe and influencing others through clarity, not chaos.

It’s time to lead with knowledge, presence, and purpose. Awareness was just the warm-up. The real work begins when we question what’s normal. Instead of adding pink ribbons to their products, how about companies simply remove the ingredients that cause cancer in the first place? That would be true leadership: responsible, conscious, and brave.

So no, I don’t want to just be aware. I want to be awake. I want to lead with courage, conviction, and conscience. Because the goal isn’t to just wear pink. It’s to think pink, act smart, and live well.

And here’s my challenge to you: the next time you buy, post, or participate in a campaign, pause and ask yourself; am I performing awareness or practicing leadership? Then choose the latter. Influence starts with one conscious decision at a time.

Let’s stop decorating the problem and start dismantling it.