Research conducted by Ipsos B&A on behalf of Novo Nordisk Ireland has revealed that stigma, shame and some aspects of everyday culture in Ireland may be making it harder for men to talk openly about overweight and obesity, with almost nine-in-10 men (87 per cent) saying people living with overweight experience stigma.
The nationally representative research of 1,563 adults examined attitudes to overweight and obesity in Ireland, with a particular focus on men (n=761). It explored stigma, cultural influences, the gap between men’s openness to healthcare support and the action they are taking.
The research identified a clear support gap between men’s willingness to seek help and the action they are taking. Almost three-in-four men (74 per cent) say they would be willing to speak to their GP about losing weight, yet just over one-in-four (27 per cent) have actually done so.
Stigma remains an issue for men living with overweight and obesity. Almost four-in-10 (39 per cent) say overweight and obesity are things men struggle to talk about openly. While not all men associate overweight with shame, one-in-four (25 per cent) do, rising to almost one-in-three (32 per cent) among men aged 45-to-54.
The findings indicate that, although obesity is increasingly recognised as a chronic disease, many men may still see overweight and obesity through the lens of personal responsibility, judgement and embarrassment.
Prof Carel Le Roux said: “Obesity is now considered a complex chronic disease, yet it is still often viewed through the lens of willpower or personal responsibility. When the disease of obesity is linked with shame or personal failure, conversations can become much harder to have. This research shows that many men are open to support but may still be trying to manage the disease on their own. Reducing stigma and making it easier for men to talk openly, without judgement or embarrassment, is an important step in helping people seek appropriate healthcare, advice and support.”
The research also points to aspects of everyday culture in Ireland, including pub culture and socialising norms around sport, food and humour, as factors that can shape how men experience and talk about overweight and obesity. One-in-three men (33 per cent) identify these culturally specific aspects as triggers for weight gain, while 41 per cent of women also recognise these aspects as a barrier for men.
Commenting on the findings, Dr Colm Galligan, Medical Affairs Director, Novo Nordisk Ireland, said: “These findings show that for many men in Ireland, they want support to address weight-related concerns, however stigma, and sometimes shame, may be preventing them from seeking support. Obesity is a complex chronic health condition, and we need to move beyond outdated ideas of willpower or personal failure. Spouses or partners can play a key role in encouraging men they care about to take the first step towards appropriate healthcare advice and to seek support without judgement.”
While stigma and embarrassment may make conversations about overweight and obesity more difficult, partners and family members can play an important role in encouraging positive action. Almost half of men (45 per cent) say a spouse or partner is the person they would be most likely to listen to for advice about overweight and obesity, ahead of a close friend (38 per cent) or a wider group of friends (21 per cent).
The findings point to a clear support gap; while many men recognise obesity stigma and say they are willing to seek help, far fewer have spoken to a healthcare professional. Conversations around overweight and obesity need to move beyond calories, diets and willpower to address the social and cultural factors that influence how men experience and discuss the condition. This suggests a need for more empathetic, stigma-free communication that reframes obesity as a complex health issue rather than personal failings, while also recognising the role that trusted relationships may play in encouraging men to seek support.
