Men's Health Week: Alcohol, Health and Advertising
Alcohol, Health & Advertising
It’s Men’s Health Week and whilst we are looking for news unrelated to COVID, this year’s theme is Taking Action on COVID-19. The call to men is to take action to: avoid spreading the virus, get the best out of lockdown and the “new normal”, and to beat underlying conditions.
When I saw the image below on the Men’s Health Forum site I was shocked to see the statistic but it got me thinking what role alcohol has played in that.
Men and Alcohol stats
The impact of alcohol on men’s health is real and must be acknowledged.
Alcohol continues to disproportionately affect men:
Men are more likely than women to drink alcohol and drink at hazardous levels. 31% of men and 16% of women drink over 14 units in a usual week; 55% of men and 64% of women, drink at levels considered to be at lower risk (up to 14 units) while 13% of men and 20% of women do not drink. (HSE, 2015)
In 2012/13 males were more likely to be admitted to hospital with alcohol related diseases, injuries and conditions than females, with 65% of the overall admissions being male patients (Reference: Information Centre).
Males were much more likely to die from alcohol-related causes in the UK in 2012
The death rate per 100,000 population for males was 15.9 compared to 7.8 for females. (Reference: ONS).
On average, in the 2001-12 period, 66% of alcohol-related deaths have been in males (Reference: ONS).
So why are men so impacted by alcohol?
A research study by de Visser and Smith (2007) found that alcohol was strongly linked to perceived masculinity in young men in the UK.
A man is a “real man” if he drinks and is able to hold his drink well. We have to begin to understand how marketing of drinks to men is reinforcing an unhealthy cultural norm. This isn’t just a man thing as women are targeted in different ways too (check out the campaign #DontPinkMyDrink).
As a society we are not immune to these subtle messages and we are subconsciously supporting and reinforcing this norm.
Can you find a beer advert that doesn’t speak to men’s idea of being masculine – being tough, strong, the alpha male, admired by friends, attractive to the opposite sex?
This subtle (and in some cases overt) messaging will be having an impact simply because we are seeing it and no other alternative. The chances of seeing this messaging has increased during lockdown and there have been some calls to limit or reduce the amount of alcohol adverts shown on tv during this time.
With Father’s Day approaching we see our shelves stocked again with alcohol related cards and gifts, so even children are bombarded with this image of drinking as central to a man’s identity.
And not just any man but the one man that most children look up to and admire and aspire to be like – their father.
It also started long ago within our own homes with our own father or male role models. I want you to have a think for a moment back to your own childhood and what you observed about your parent/s or caregivers relationship with alcohol – particularly your dads?
Now we commonly hear from people who use our online coaching service that they had a parent who drank too much – sometimes this is just stated as a fact and other times it is stated as a concern.
We know that the single biggest risk factor for having an alcohol problem is to have a parent that was a heavy drinker.
This doesn’t guarantee you will follow in those footsteps but it does influence through both learned behaviour and genetics.
“I grew up with a dad that worked a lot and always had a drink in his hand when he wasn’t. When I look back all I wanted was his acceptance but I always felt not good enough for him – a disappointment. I vowed to not be like him particularly when it came to drinking. Although I played sport competitively which kept me off the drink in my teens, years later in my adulthood I find myself repeating the same patterns with my own children”
It’s no wonder with our own early experiences of what “normal” drinking is and the cultural norms associated with alcohol consumption that health related conditions continue to plague men.
What can you do?
It starts with you. Recognising your early experiences and unhealthy norms can help you gain insight into your own relationship with alcohol and the choices you are making.
If you are a father, think about the image you are portraying to your child/children. Is it the one you want to be showing and reinforcing? What changes can be made to break that pattern?
Talk and listen. Let’s challenge that idea that real men can’t talk without a pint in their hand.
Look out for your mates. If you are seeing a mate struggling, be there for him and keep those communication lines open.
We need to actively challenge the norm if we want to see men’s health improve now and beyond COVID.
And remember you are not alone.
If you need support with your drinking you can download our free app to track and change your drinking, sign up to our 52 Tips for Cutting Down mailing list or you can book a 1-2-1 coaching session with a qualified alcohol specialist.
* Not his real name
References:
de Visser, R. O. & Smith, J. A. (2007) Alcohol consumption and masculine identity among young men, Psychology & Health, 22:5, 595-614, DOI: 10.1080/14768320600941772