© 2018 IOP Publishing Ltd and Sissa Medialab. We study the relationship between the strength of fifth forces and the origin of scale breaking in the Standard Model (SM) of particle physics. We start with a light scalar field that is conformally coupled to a toy SM matter sector through a Weyl rescaling of the metric. After appropriately normalizing the fields, the conformally coupled scalar only interacts directly with the would-be Higgs field through kinetic-mixing and Higgs-portal terms. Thus, for the first time, we describe the equivalence of conformally coupled scalar-tensor modifications of gravity and Higgs-portal theories, and we find that the usual tree-level fifth forces only emerge if there is mass mixing between the conformally c...