23/07/2026
Seven in 10 UK men ignore serious symptoms in favour of loved ones, new research reveals
Benenden Health warns men are deprioritising their own health – with many needing a “wake-up call” before taking action
Seven in 10 UK men have ignored worrying health symptoms, according to new research from non-for-profit healthcare provider, Benenden Health - with many admitting they prioritise the wellbeing of loved ones over their own health.
The research, conducted among 2,000 working men aged 30-55 across the UK1, highlights a widespread pattern of men delaying, downplaying or deprioritising health concerns, often until a significant “wake-up call” forces them to reassess.
For Benenden Health’s community, of which 46% are men, these findings underline a critical reality. Member data shows men are significantly less likely than women to engage with key health services, accounting for just 24% of usage compared to 76% among female members across support including health coaching, GP services and mental health support.
The issue of “health ostriching" appears to be rife as more than two thirds (69%) of men surveyed admitted they have ignored symptoms or health concerns they were worried about, while more than a quarter (27%) said they had done this on multiple occasions. Meanwhile, just over three quarters (76%) agreed they tend to prioritise the health of loved ones and others over considering and managing their own.
Two fifths (40%) of men who delayed seeking help said this was because they hoped the issue would disappear, while 28% said they didn’t think the concern was serious enough to warrant medical attention.
According to the research, two thirds (66%) of men have experienced a health-related “wake-up call” that made them think more seriously about their health.
For many, these moments were deeply personal. The most common trigger was their own health scare (35%), followed by a health scare or diagnosis involving someone else (32%), the death of someone close to them (25%), or a family member becoming ill (23%).
Despite previously delaying action, the vast majority of men who experienced a wake-up call did take steps to improve their health. Nearly two thirds (63%) said they acted immediately, while a further 34% admitted [CB11] they only took action after some time.
Benenden Health says the findings highlight the importance of helping men engage with and access preventative healthcare before issues become urgent.
Benenden Health provides a range of men’s health support designed to remove barriers and encourage earlier action – including 24/7 GP access, mental health helplines, dedicated health coaching and access to health advice via its online hub.
John Walsh, aged 35, from Bedford, is a Product Manager for an aerospace company and community leader for Man Cave UK; he explains his own wake-up call moment: “Seeing my cousin go through melanoma and then my dad's prostate cancer diagnosis made me realise how important it is not to take your health for granted and how I should do more to look after my own physical and mental health.
“My cousin was a really fit person and worked on a golf course. He had a seizure and originally doctors thought he was dehydrated, but after further checks they found he had melanoma.
“Even when he was going through treatment, he was still out walking every day and getting on with things. Seeing that made me think there’s no reason why I can’t look after myself and stay active.”
Dr Cheryl Lythgoe, Nurse Consultant at Benenden Health says, “For many men, it takes a significant ‘wake-up call’ – whether that’s their own health scare, a loved one becoming ill or losing someone close to them – before they feel prompted to take action. The concern is that by the time this happens, opportunities for earlier intervention may already have been missed.
“We know men are often balancing work, family responsibilities and caring for others, but preventative healthcare matters. Small steps like seeking advice earlier, attending routine checks or speaking openly about symptoms can make a significant difference to long-term health outcomes.
“The findings highlight why it’s so important that men feel able to access support earlier, rather than waiting until they reach crisis point.”
To bring these findings to life, Benenden Health has launched The Wake-Up Call – a campaign capturing real-life stories from men whose approach to health changed following a pivotal moment that jolted them into taking action.
Through a series of personal stories and content, fronted by actor Will Mellor, the campaign highlights the emotional turning points that drive action, while encouraging men not to wait for a shock before prioritising their health.
As the UK looks to address the challenges set out in the Men’s Health Strategy, Benenden Health is calling on men to move from reactive to preventative health behaviours – before the next wake-up call comes too late.
For more information about Benenden Health’s The Wake-Up Call campaign visit www.benenden.co.uk/wake-up-call.
