Only two in five people (42%) feel confident in recognizing changes in their breasts that could be a sign of cancer, according to a new survey of 19,000 respondents conducted by Avon Products, Inc. The results also show that there is a knowledge gap among women worldwide regarding the symptoms of breast cancer and how to reduce the risk of developing the disease.
The World Health Organization estimates that breast cancer kills more than 500,000 women worldwide each year, a number that could be 
greatly reduced if cancer were detected at an early stage.
Despite 73% of respondents stating that they pay attention to changes in the appearance of their breasts, many report that they do not feel confident in recognizing the early signs of breast cancer. Furthermore, more than half of the respondents (60%) would hesitate to seek medical advice for a variety of reasons, including embarrassment, fear, and lack of access to a regular doctor.
The survey also found a lack of knowledge regarding the identification of signs and awareness of the risks of breast cancer, which may be due to a lack of information – 30% said they had not received any information about changes in their breasts that could be a cause for concern. One quarter (25%) believes that a lump is the only sign of breast cancer that can be identified without medical equipment. When asked to identify 10 common symptoms of breast cancer, only 2% were able to select all 10 correctly.
There is also low awareness of some important lifestyle factors that could prevent breast cancer, with nearly two-thirds (64%) unaware that exercise can help reduce the risk of developing the disease. Similarly, 63% of respondents do not know that alcohol consumption is linked to a higher risk of breast cancer.
The survey comes as Avon launches its new Breast Cancer Promise, a renewed multi-year commitment to educate women about breast health, building on its legacy of supporting the breast cancer cause.