REPORTS & PUBLICATIONS
Communicating Men's Health, Wellbeing and Masculinity: What actually gets men talking?
How do you talk to men about their health without shutting the conversation down? Movember partnered with public opinion specialists More in Common to survey 6,500 adults and run 12 focus groups across the US and UK to find out. The study uncovers which language, voices and stories actually open the door to conversations about men's health, wellbeing and masculinity, and which ones close it.
WHO IT’S FOR
GOVERNMENT & POLICY MAKERS
To understand public appetite for engaging on men's health and wellbeing, and where that openness exists across the political spectrum.
HEALTH & COMMUNITY ORGANISATIONS
To find practical, authentic ways to reach men where they are, using the messengers and stories proven to resonate.
COMMUNICATIONS PROFESSIONALS
To understand which messages, language and spokespeople actually land with the public, and which ones shut the conversation down before it starts.
KEY FINDINGS
People are 10–13% more likely to engage in a conversation about "what it means to be a man" than one framed around "masculinity". This shows that language itself can open or close the door to engagement.
Adults surveyed across the US and UK
Of Britons and Americans are ready for a conversation about what it means to be a man
Believe society should talk more about men's mental health challenges
Are unlikely to ever support men's health campaigns (a small minority in both countries)
EXPLORE THE RESEARCH
The word "masculinity" itself has become a barrier, particularly for conservative audiences. As a term, it now tends to shut conversations down rather than open them up, regardless of the qualifier attached to it.
| "What it means to be a man" | outperforms "masculinity" by 10–13% |
|---|---|
| "Toxic masculinity" | is the association many people now default to when they hear the word "masculinity" |
| "Healthy masculinity" | swapping "toxic" for "healthy" doesn't shift engagement in the other direction |
