Over the last 30 years the breast cancer movement has worked to make breast cancer a national priority, raise awareness and funds, galvanize social support, and impact the direction of research. Women have been at the forefront of information sharing, activism, and patient empowerment. Treatments have improved incrementally and mortality rates have declined overall. By these indicators, the movement is a success. Yet, 70 percent of those diagnosed with breast cancer have none of the known risk factors, making causation and (...) prevention uncertain; approximately 40,000 women die from metastatic breast cancer each year, a number that hasn’t changed for decades; corporate and political agendas stand in the way of patients’ rights and access to quality care; profit motives and disease branding supersede efforts to provide meaningful support and accurate health information; and breast cancer is popularized to the degree that “pink consumption” has become more of a trendy pastime than a rallying call for social change. Tenacious activists and a growing number of citizens, though divergent in the problems they tackle and methods they use, share a critical stance that fosters new thinking about breast cancer and calls for transparency, accountability, and alternatives to the pink ribbon. (shrink)