Masculinity Vs Health: Challenges and Opportunities

Masculinity remains a challenge to good health

The masculinity effect hinders the improvement of health in men. Male life expectancy rates still lag behind female rates in most countries.

Men want full control of their lives, but health problems will control them at some point

Health is about care and it still contradicts the principle of masculinity, as care may imply weakness. Men prefer to take control of health on their own terms, which may not be the most effective approach. In fact, health issues eventually take control of men later in life, as unhealthy lifestyles and risky behaviours promote adverse medical conditions and diseases.

Slowly but surely, men are taking an active role in their health

Although women remain the main caretakers in families, men are increasingly taking a more active role in their health by adopting self-care and self-medication practices, which are being adapted by health organisations and companies to meet manly cultural beliefs, lifestyles and attitudes.

Newer gender-specific options promote purchases from men

Gender-based formulations in consumer health are emerging in all regions. Male-specific analgesics, digestive remedies and multivitamins, among others, represent a newer array of products targeting specific needs of males.

Consumer health offers a wide array of products to address men’s health concerns

Consumer health already offers several options to help men treat minor conditions and prevent diseases. The male ageing population will provide bright prospects for consumer health, as more men are anticipated to adopt self-care practices.

Changing the perception of health in men is a difficult but not impossible task

The ultimate goal is to improve male life expectancy rates via timely treatment and prevention of diseases, promoted in part by consumer health. Changing cultural traits and lifestyles is not an easy endeavour, but taking little steps will positively impact health outcomes and generate value for the industry.