One in nine women in Canada will develop breast cancer during her lifetime. 

This is part of the reason why so many people and activists take the issue of "pinkwashing" very personally. Monetizing and sexualizing breast cancer is a disgusting practice that takes away agency from survivors and their families. When corporations use breast cancer as a catchy "theme" or splash around the pink ribbon to bring home enormous profits and paycheques, activists need to fight back. It's obvious there's a major problem when consumerism and advertising and making money are emphasized above the struggles, and successes of women living with the realities of breast cancer.