New research reveals less than half of women confident they could spot signs of breast cancers

Global beauty brand, Avon, launches its latest annual Boob Census, which has identified a drop in confidence among women when it comes to their breast health. In the survey of more than 7,000 women across the world, less than half (45%) said they feel confident spotting the signs of breast cancer, a drop from 47% in the 2023 research. Additionally, Avon uncovered that only 28% of women have their breasts checked by a medical professional once a year, compared to 33% reported in last year’s report.

In the Philippines, 53% of women say they feel confident they can spot a sign of breast cancer, compared to 57% in 2023. This data is higher than global numbers, which recorded that 45% of women say they feel confident in spotting signs of breast cancer.

Although confidence is higher in the Philippines, it reveals an opportunity to help increase boob-confidence and empower women to prevent this trend from increasing.

Self-checking for the signs of breast cancer is improving in many countries, including the Philippines. Only 6% of Filipinas have never checked their breasts for changes, compared to 14% in 2023.

There is, however, still an opportunity to encourage women to make it a regular habit. The census revealed that 1 in 5 women in the Philippines don’t check their breasts for changes at least monthly because they forget.

Breast cancer is the most common cancer among women worldwide, and in the Philippines, the cases are still very high. In 2022, 2.3 million women were diagnosed with breast cancer and there were 670,000 deaths globally. Regular breast examination plays a crucial role in the early detection of breast cancer, which increases the chances of successful treatment and survival. 

Through its over thirty years’ work to support breast cancer awareness, Avon is determined to improve women’s confidence about breast health so that they know what their normal is and how to spot the signs of breast cancer. That’s why Avon commissioned The Boob Census research, a yearly comprehensive view of women’s attitudes towards their breast health and the status of breast health awareness across diverse populations.   

Feel yourself; it’s self care that can save your life

The results of the 2024 Boob Census reveal that self-checking for signs of breast cancer is improving – with the number of women saying they have never checked their breasts falling from 13% in 2023 to 11% in 2024. While women aged 18-24 remain the most likely age group to never check their breasts (12%), this is a decrease from 18% in 2023, suggesting more young women are aware of the importance of checking for changes in breast health.

Women also reported they are checking their breasts more regularly, which is important for early detection. In 2023, a quarter (25%) of women said they checked their breasts for changes less than a month ago. The 2024 research reveals this number has now increased to over a third (36%). 

However, more needs to be done to ensure women are self-checking more regularly. Only half (50%) of women say they include breast self-exams in their routine and 38% admit they are unsure when they should check their breasts. Meanwhile, 83% of women say they have a regular shower or self-care routine, offering a huge opportunity to incorporate boob health into their beauty regime

Opening up the conversation

The research also indicates there is an opportunity to get talking about breast cancer. Less women are discussing their breast health with others, such as friends and family. While in 2023, 1 in 5 (19%) women said they did not discuss their breast health, this number has risen to 23% in 2024.  

As part of its Breast Cancer Promise, Avon continues to equip its millions of Reps around the world to know the signs, the risks and how to be proactive when it comes to breast health. 

Avon taking action

To encourage women to become more boob-conscious and make sure they are constantly checking on their boob health, Avon is encouraging its Rep community and all women to enjoy an ‘Everything Shower’ which includes a check of their chest as a core part of their routine.

Joanna Newark, Chief Storyteller and Breast Health Advocate, says: “Looking good on the outside starts with feeling healthy on the inside. Between juggling work, supporting family, being a friend, daughter, sister or mother, our busy lives can make it easy to overlook or deprioritise looking after our health, but it’s crucial that we take the time to check in with ourselves.  

“I am so proud to be part of Avon, a company that supports women everyday including raising awareness and funds to fight breast cancer. Our latest, global Boob Census shows we need to continue to feel the boob love and encourage women of all ages, to take charge of their health and ensure regular checks – either at home, or with a healthcare professional – are a part of their routine.”

Highlights from Avon Philippines’ #FeelYourself Pink Parade

Through efforts such as fundraising product offerings and the #FeelYourself Pink Parade, Avon Philippines raised Php 1M for its long-time non-profit organization partner, Philippine Cancer Society, this Breast Cancer Awareness Month.

This Breast Cancer Awareness Month, Avon Philippines launched several activations to raise awareness and educate about the importance of self-checks as prevention for breast cancer awareness. The campaign was highlighted with the culminating Avon #FeelYourself Pink Parade, a movement dedicated to showing solidarity in the fight against breast cancer. 

Through multiple efforts to raise funds for the Philippine Cancer Society, Avon Philippines raised Php 1 million, with the support of partners in GCash, Buscopan Venus, Tough Mama, Kindred, Aetrex, Progrizive Incorporated, Mang Inasal, NutriAsia, McDonald’s, Brooks Running Shoes, Skyflakes, and Red Ribbon.

“We are grateful for the work that Avon continues to do to create positive change for women in all areas of their lives. Their generous support will be instrumental in providing vital services for women with breast cancer and raising awareness of the challenges that they face. This donation will make a significant impact on the lives of many women,” says Kelly Salvador, Board of Trustee, Philippine Cancer Society. 

Visit avonworldwide.com/supporting-women/breast-cancer-awareness/breast-health-aware  to read Avon’s 2024 Boob Census.

For resources, support and for more information on Avon’s Breast Cancer Promise and its NGO partners, please visit: https://www.avonworldwide.com/supporting-women/breast-cancer.