If you are someone under the age of 50, there are a lot of important life events that you can imagine in your future. Getting diagnosed with breast cancer is most likely not on that list of events, and for many young people, especially women, it never will be. However, there has been a growing number of younger women over the past few decades who are developing breast cancer, and researchers are trying to determine why.

When most people think of someone with breast cancer, they think about women. Many are surprised to find out that men can also get breast cancer. Personal stories from patients on websites show how common this myth is, and many men initially express disbelief and shock at being diagnosed with a “woman’s disease”.

And yet, somehow, each October, breast cancer morphs into being more than a life-taking disease. It becomes a metaphorically branded pink train that clothing, makeup, skincare, jewellery, appliances, hotels, restaurants, fast food chains, and even oil and gas drill bit companies jump onto, brandishing the small pink ribbon as a statement of support.