Here’s a startling fact: heart disease kills more women in the U.S. each year than all forms of cancer combined. Yet, this silent epidemic often goes unnoticed. But here’s where it gets controversial—despite its devastating impact, women remain drastically underrepresented in the clinical research and medical advancements that could save their lives. To shed light on this urgent issue, a groundbreaking campaign has emerged: Go Red. Shop with Heart.
This initiative isn’t just about raising awareness; it’s a call to action. Leading global brands like Away, Commando, Lafayette 148, Michael Kors, Reebok, ShopSimon.com™, Summersalt, Torrid, and White & Warren have joined forces with the American Heart Association to turn shopping into a lifeline. Throughout February, these retailers will invite customers to donate at checkout—both online and in-store—or contribute a portion of sales from specific items. With additional support from Berns & Co., Mastercard, and Rokt, the campaign aims to fund critical research and education, proving that even small gestures can lead to monumental change.
But this is the part most people miss: Cardiovascular disease affects over 40% of women in the U.S., and projections suggest this number will rise. The American Heart Association’s 2026 update reveals that heart disease is the leading cause of death in the U.S., with stroke close behind. Shockingly, cardiovascular diseases claim more lives annually than cancer and accidental deaths combined. Worse yet, costs are expected to triple in the next 30 years, and at least 60% of adults could be affected. The silver lining? Up to 80% of these cases are preventable through lifestyle changes, such as adopting the Association’s Life’s Essential 8™ guidelines.
Nancy Brown, CEO of the American Heart Association, puts it bluntly: “Nearly 1 in 3 women die from cardiovascular disease each year, yet women’s health remains a blind spot in medical research. Through Go Red. Shop with Heart., we’re turning everyday shopping into a movement to save lives.”
The campaign isn’t limited to these brands. Over 40 nationwide retailers across diverse industries are rallying behind the cause through the Association’s Life Is Why™ initiative, encouraging customers to donate at checkout. As Mindy Grossman, a volunteer board member and partner at Consello, notes, “Retail has always been a powerful connector. Shop with Heart gives our industry a shared platform to lead with purpose and unite consumers in support of heart health.”
Here’s the controversial question: If heart disease is so preventable, why aren’t more resources dedicated to women’s heart health? And why does the medical community still lag in representing women in life-saving research? We’d love to hear your thoughts in the comments.
To join the movement or learn more, visit https://www.heart.org/shopwithheart. Together, we can turn the tide on this silent epidemic—one purchase, one donation, one heartbeat at a time.
