Benenden Health warns men are deprioritising their own health – with many needing a “wake-up call” before taking action.
Almost three quarters (72%) of West Midlands 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 UK-wide 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 in the West Midlands, with 72% of men surveyed admitting they have ignored symptoms or health concerns they were worried about, compared to the UK average of 69%.
45% said they had done this on multiple occasions. Meanwhile, just over 81% agreed they tend to prioritise the health of loved ones and others over considering and managing their own.
Almost a third (31%) of West Midlands men who delayed seeking help said this was because they hoped the issue would disappear, while more than a fifth (22%) said they didn’t think the concern was serious enough to warrant medical attention.
According to the research, almost two thirds (65%) 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 (31%), followed by the death of someone close to them (28%), 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. Over half (52%) said they acted immediately, while a further 34% admitted 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.
Chris McDonald, 49, Law Enforcement and is a father of three in Staffordshire and Benenden Health member says: “For a long time, I’d go to work, come home, be a dad, pay the bills and repeat the same thing again the next day. Somewhere along the way, I lost myself.
“I was in a place mentally where I felt completely stuck and I remember thinking that if something serious happened to me, I’d feel relieved at the idea of escaping everything.
“My wake-up call came when I was rushed to hospital with a burst appendix. What I thought would be a routine operation suddenly became serious very quickly. Spending weeks in hospital gave me time to really think about my life and whether I wanted things to carry on the way they had been.
“After the operation, I developed a painful hernia and was told I’d be waiting months for surgery. Through my Benenden Health membership, I was able to have the operation within weeks instead, which made a huge difference to my recovery.
“I realised there’s more to life than just surviving. Having lost my mum and brother at young ages, I realised how much life I still had ahead of me – and how lucky I was to still have the opportunity to live it.
“A quote really stuck with me on how ‘you only see what you’re looking for in life’ so if you don’t seek out opportunity, you won’t find it. Now I think about the future differently and I’m happier than I’ve been in a very long time. I’ve got back into exercise, started looking after myself physically and mentally and even got a promotion.
“Time is never on our side. If something doesn’t feel right – physically or mentally – don’t keep putting it off. Give your inner self a voice and listen to it.”
Dr Cheryl Lythgoe, Nurse Consultant at Benenden Health says, “What’s striking about this research is how many men are continuing to ignore symptoms or put their own health at the bottom of the priority list, often until something serious forces them to stop and reassess.
“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.
- The research was conducted by 3Gem, among a sample of 2,000 working men aged 30-55. The data was collected between 11.05.2026 – 20.05.2026. 186 were from the West Midlands.
