Why we don’t change even when we should

// November 30th, 2011

The 2011 Edelman Health Barometer (a 12-country, 15,000-person survey on health attitudes and trends) was recently released. Its findings:

  • 56% of those surveyed admitted that their personal lifestyle had the greatest impact on their health, slightly ahead of their nutritional habits (55%) and well ahead of their environment (44%) and the healthcare system (38%)
  • 79% agreed that they themselves were most responsible for the state of their personal health (although 38% of those aged 18-30 cited their family and friends as having a role to play in that regard)
  • Just 20% said they regularly use tools, devices for apps for managing or tracking their health; of those who did, just over two-thirds claimed that their health had improved as a result

The most telling results of the study emerged when respondents were asked firstly what would motivate them to change behaviour that negatively impact their health; and secondly why past attempts to change behaviour have failed.

The top five reasons that (in the respondents’ opinion) would/should motivate change:

  1. Knowing that their long-term health would improve
  2. Their physical appearance
  3. Teaming up with others
  4. Making a personal commitment
  5. Reading or hearing about benefits (in the news)

In reality, however, 62% of respondents had previously tried to change a negative health behaviour. Half had subsequently returned to their negative health behaviour, because of:

  • 30% Enjoyment of the negative behaviour
  • 20% Addiction or dependency
  • 18% Did not experience benefits soon enough
  • 16% No longer cared about the original reason to change
  • 13% It made no difference to their overall health
  • 13% They reached the goal
  • 12% Experienced a significant life event

The results won’t come as a result to most health professionals – nor, for that matter, to anyone who has attempted to modify behaviour in any sphere. Our stated goals and motivations may be lofty and selfless; the reality is rather more prosaic and mired in self-interest.

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