Book excerpt: This unique, research-based investigation of the U.S. breast cancer movement compares the "pink" and "green" efforts within the movement and documents their use of similar citizen-science alliances, despite the contention over the use of consumer-based activism and pink products. Breast cancer activism is one of the most flourishing research and health advocacy movements in U.S. history. Yet the incidence of breast cancer is continuing to increase. This critical and revealing text investigates breast cancer activism in its two forms—the "pink movement" that focuses on developing awareness of, coping with, and managing breast cancer; and the "green movement" that strives to determine the possible environmental causes of breast cancer—such as pesticides, chemicals, and water and air pollution—and thereby hopes to prevent breast cancer. What caused this new green movement to develop? Will it replace or merge with the pink movement? Does either approach offer more promise for a solution? And how do the two movements differ in their positions or methodology towards a similar goal? With information culled from interviews with more than 50 industry stakeholders, The Green Solution to Breast Cancer: A Promise for Prevention argues that key attributes such as strategy, mission, and branding have led to a greater convergence between the pink and green wings of the movement and presents information that enables readers to consider if either approach might be the shorter route to beating breast cancer.