The State of Breast Cancer Awareness: Key Insights from ThinkNow

Breast cancer is the second most common cancer in women in the United States. It is also the second deadliest, but it doesn’t have to be. Awareness, early detection, and treatment are key factors in significantly reducing breast cancer mortality rates.

In recognition of Breast Cancer Awareness Month, ThinkNow conducted a nationally representative quantitative survey among U.S. women to assess their awareness, beliefs, and behaviors around breast cancer. Conducted in September and October 2024, the survey encompassed a diverse sample of 806 women, aged 18 and older, from across the country. Below are the study’s key findings and their implications for healthcare companies, government agencies and nonprofits.

Download the full report here.

Breast Cancer in America

1. High Awareness, Yet Gaps Remain

• Key Insight: Roughly two-thirds of surveyed women identified breast cancer as the most common cancer among women. While some forms of skin cancer are the most commonly diagnosed cancers among women (breast cancer is second), skin cancer is much less likely to be terminal if properly treated. Awareness of which types of cancers were most common also varied by age and ethnicity.
• Implication: Since early detection is essential to reducing breast cancer deaths, targeted public education campaigns can help close the knowledge gaps about the disease across generations and ethnicities.

2. Concerns and Personal Connections Drive Engagement

• Key Insight: Over 40% of women reported concerns about potentially developing breast cancer, with nearly 60% having either been diagnosed personally or have a personal connection through friends or family.
• Implication: Personal experiences may be a powerful motivator for breast cancer advocacy. Campaigns could tap into personal storytelling to create deeper emotional connections that are likely to resonate with broader audiences.

3. Sources of Breast Cancer Information

• Key Insight: Most women seek information from healthcare professionals and health-related websites, though a significant percentage also rely on family, social media, and search engines. Social media use for information was highest among Gen Z and Millennials.
• Implication: Healthcare providers continue to be trusted sources of information. However, leveraging social media can improve outreach to younger audiences who are more accustomed to digital information. Additionally, encouraging conversations within social circles is particularly impactful for Latina women. For women of color in general, who may or may not have access to healthcare or relationships with a doctor, social media becomes a critical platform to share information and promote advocacy.

4. Risk Factors and Prevention Awareness

• Key Insight: Genetic and family history factors are widely recognized as primary breast cancer risks, followed by hormonal factors and lifestyle choices like smoking. About half of the women surveyed believe they can take actions to reduce their risk, yet one-third are unsure.
• Implication: Educational efforts could highlight actionable steps women can take to reduce their risk, especially for those uncertain about prevention strategies. Clear information on lifestyle changes and screening options could empower women to make informed decisions. Campaign strategies must take a culturally sensitive approach, recognizing disparities in access to healthy food options, safe exercise environments, smog, and other environmental factors present in under-resourced communities.  

5. Screening Practices and Mammogram Awareness

• Key Insight: Despite broad awareness of the importance of mammograms, factors like procrastination, discomfort, and fear hinder some women from getting screened. Approximately 30% of women over 40 who haven't had a mammogram cited procrastination as the reason.
• Implication: Addressing fears and encouraging routine mammograms are essential. Simplifying access to screening and enhancing comfort measures could reduce procrastination and discomfort, increasing screening rates.

6. Encouraging Preventive Actions Among Family and Friends

• Key Insight: A significant 72% of women are likely to encourage female family members to get a mammogram, with likelihood increasing with age.
• Implication: Community-centered campaigns that empower women to advocate for their loved ones’ health could amplify preventive actions and normalize discussions around regular screening. Partnering with community influencers like churches and service organizations can assist in reaching niche groups and cultivating supportive environments for open dialogue.

Final Thoughts

ThinkNow’s 2024 Breast Cancer Awareness Report underscores both progress and opportunities in breast cancer awareness, revealing that while American women are generally informed, significant disparities and concerns persist. By tailoring outreach to specific demographic needs, healthcare organizations and advocacy groups can promote early detection, preventive actions, and support networks. This report reaffirms the importance of both personal connection and accessible information in fostering a proactive approach to breast cancer awareness and prevention.

Download the full report here.