Gut feelings & the need for clear, respectful risk communication about colorectal cancer

Effective communication about how your lifestyle affects your risk of developing cancer is key for prevention. A recent study explores the public’s perception of colorectal cancer risk and their preferences for risk communication.

There is evidence that lifestyle factors can reduce your risk of developing colorectal cancer. But what does the public know of this? And are people prepared to make these changes? These are questions that influence strategies for risk communication in healthcare and public health. They are also at the core of a recent study from Uppsala University.

“Identifying the values and priorities guiding people’s choices is a prerequisite for developing the credible, personally relevant risk information that people are requesting,” says Erica Sundell, RN and research assistant at the Centre for Research Ethics & Bioethics.

Study participants reported limited knowledge about colorectal cancer and its lifestyle-related risks, especially compared to more widely discussed cancers. According to Erica Sundell and co-authors of a recent publication in BMC Public Health, colorectal cancer needs to be made more visible in society to raise awareness and reduce preconceived assumptions about the disease.

“People tend to rely on their intuition and stereotypes in the absence of facts. At the same time, they are uncertain if their own habits are healthy enough and don’t automatically see prevention of colorectal cancer as a central motivation for maintaining a healthy lifestyle,” says Åsa Grauman, associate professor at the Centre for Research Ethics & Bioethic.

Upon closer examination, it appears general health and well-being are the goal when considering healthy lifestyle changes. Specific disease prevention does not play as big a role. Taking some risks were even considered acceptable if it meant enjoying life in the moment. Something that needs to be considered when developing strategies for risk communication.

Providing practical guidance that addresses the actual knowledge gaps without causing worry, blame or stigma is a challenge when at the same time there is a need to keep messaging simple and avoid both causing fear and overloading people with information.

The study shows that there was a general consensus among participants that society and individuals have a shared responsibility for cancer prevention. Participants were generally positive towards societal measures that make it easier to make healthy choices, there is even some acceptance toward bans and taxes among self-identified liberals. But it is important that societal encouragement towards a healthy lifestyle does not excessively interfere in the lives of individuals.

“Although societal intervention is a powerful tool for cancer prevention, in its encouragement of healthy choices, society must never become paternalistic or judgmental. Expert recommendations can never guarantee protection against cancer,” Erica Sundell concludes.

By Anna Holm Bodin

Sundell, E., Hedström, M., Fahlquist, J.N. et al. Colorectal cancer risk: stereotypical assumptions and competing values – a qualitative study with the general public. BMC Public Health 26, 706 (2026). DOI: 10.1186/s12889-026-26737-2

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