By: Ciara Toner, Client Development Director
Every October, Breast Cancer Awareness Month brings one of the most pressing health issues into focus. Cancer touches millions of lives, and the reality is stark: 1 in 2 people in the UK will develop some form of cancer in their lifetime. Among these, breast cancer is one of the most common cancers in the country and remains a key focus of public health campaigns. Early detection through screening and prevention continues to be the most effective way to save lives.
To explore how the public understands breast cancer, where myths and gaps remain, and what motivates action, we surveyed 500 people in the UK. The findings provide a snapshot of awareness today, highlighting both progress and areas where more needs to be done.
Public understanding and myths
One of the clearest findings is that people see screening as the main focus of Breast Cancer Awareness Month. More than half of respondents (56%) said encouraging regular screening and check-ups should be the top priority, compared with education on prevention and risk factors (17%) and fundraising for research and treatment (16%). It mirrors the NHS guidance that breast screening, through mammograms, is the most effective way of detecting cancer early.
However, there is still uncertainty around who is most at risk. Only 1 in 8 respondents (12%) recognised that older women face the highest risk of developing breast cancer. Many believed the risk was the same for all women (43%), or that men and women of all ages were equally vulnerable (40%). These misconceptions show why awareness campaigns must continue to challenge myths and help people understand risk more clearly.
Breast cancer screening and prevention
Confidence in checks is mixed. Nearly a third of respondents say they are not confident (31%) about when and how to carry out self-checks or attend screening, and only 19% said they feel very confident. While most people feel somewhat confident (50%), the fact that so few feel certain about the right approach suggests there is still room to improve understanding.
Prevention is also not front of mind for everyone. One in four respondents (26%) said they rarely or never think about their health in relation to cancer prevention, such as lifestyle factors or routine checks. Yet among those who think about prevention very often, more than half also feel very confident about screening (54%). This link shows that encouraging preventive habits could directly build confidence in regular checks.
Turning awareness into action
Awareness also means inspiring people to get involved. When asked what would motivate them most to support breast cancer awareness or research, the top answers were.
- Supporting a loved one’s fundraising (43%)
- Donating money (38%)
- Buying charity products (32%)
These motivations are reinforced by personal experience. With 76% of respondents saying they know someone affected by breast cancer, whether a family member, friend, or acquaintance, it is clear that awareness is not abstract, it is lived and felt. This sense of connection is a powerful driver of action, particularly in community and fundraising activities.
Campaigns also play a critical role in mobilising support. An overwhelming 92% of respondents believe that awareness campaigns make a difference to improving outcomes for people affected by breast cancer. This highlights how such initiatives not only raise understanding, but also inspire people to contribute through fundraising, donations or advocacy. This impact is reflected in the work of charities such as Breast Cancer Now and Cancer Research UK, whose national events and local initiatives help fund vital research and support each year.
While the UK public strongly links breast cancer awareness with the importance of screening, there are still uncertainties about risk and how to carry out checks. Prevention is not always front of mind, and misconceptions about who is most vulnerable continue to persist. Breast Cancer Awareness Month provides a vital opportunity to close these gaps, boost knowledge and prevention habits and inspire action to raise awareness that continues to save lives.
Our findings also show the power of personal connections and campaigning in driving real action. With so many touched personally by breast cancer, the motivation to act is clear, and awareness can be a powerful catalyst for change.
The infographic below represents key findings from our research:
Based on a Pureprofile survey of 500 UK people, conducted on Datarubico – Pureprofile’s all-in-one research platform, September 2025.
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Ciara Toner
Client Development Director
As part of Pureprofile’s UK Data & Insights team, Ciara works with academics, think tanks, agencies and leading brands to uncover insights that inform strategy and inspire action. She plays a key role in expanding Pureprofile’s presence across the UK and Ireland, helping clients connect with audiences through data-driven understanding.
Ciara works closely with international teams and senior stakeholders to meet client needs and help businesses reach their goals. Her open, collaborative approach has helped her build lasting partnerships and maintain strong relationships with returning clients.
Ciara is a member of the Market Research Society (MRS), the UK’s leading professional body for research, insight and analytics. Her commitment to MRS principles reflects her passion for upholding the highest standards of quality, ethics and professionalism. She also holds both a Diploma and a BA in Business and Marketing.
