Someone recently asked about my view on the philosophy of free will, and with a strong science and marketing background, it was difficult to know where I stood. Working in healthcare communications, we learn more every day about the profound impact that things outside of our control can have on us.
From our biology and genetics, where and when we’re born, to societal expectations and the products and people around us, how much should we focus on individual responsibility for people to make their own choices, versus choices being made for them?
Individual responsibility
Focusing on health, it’s well known that we’re encouraged to eat well (a varied diet limiting high-calorie, low-nutrient foods), exercise, avoid smoking, limit alcohol and minimise stress. It feels like much of this should be up to the individual to make the best decisions for themselves, yet it’s not so straight forward.
Let’s look at obesity – the zeitgeist and one of the hottest health topics in the media right now. Can the prevalence of obesity tripling over the past 50 years only be down to individual choices and willpower? If medical guidance puts the onus on the individual, promoting us to eat well, exercise and look after ourselves, yet obesity rates are still increasing worldwide, perhaps it’s time to look closer at the causes and how to truly tackle the obesity crisis.
Determinants of health
The conditions that we’re born into, grow and work in fundamentally influence the decisions we can or choose to take. The quality of education in our country and healthcare in our area, the shops available on the high street down to what’s on sale within them, no two are the same. With digital targeting, the idea that options are endless isn’t necessarily true – you don’t know what you don’t see, targeting being based on geography, age or history (ie past decisions). Our options are limited, even if it doesn’t feel like it.
So, at what point do we put more pressure on governments and commercial entities to change the course of social and commercial determinants of health, to help set everyone up with the same choices and opportunity for a healthy future?
It’s not impossible
We shouldn’t be deterred by ambitious thinking, as we’ve seen it done in other areas. Tobacco smoking is no longer a societal norm in some countries, and governments (the UK, New Zealand and Brazil to name a few) have passed legislations that reduce advertising, availability and affordability. Efforts are being made to do the same to reduce alcohol harm.
If we think about obesity, maybe we need to shift attention to industries, like food. The chicken shop opposite my London flat sells a deliciously filling meal for £3 – with a drink! If I need to live on a budget, I know that’s a viable option. Some UK supermarkets have advertised cheap meals over the years, although not necessarily with fresh produce or varied ingredients. At some point, we need to make the decision between an affordable meal or one that covers dietary needs.
So, all things considered, how can we foster individual empowerment when decisions are influenced by what’s around us, even loved ones?
It’s important that people are empowered to be active in their own healthcare, but we must consider its limitations – what narrative is being pushed to the individual? What is being communicated, by who and how? How do friends and family respond to it? We cannot say that all conversations and options are presented to people equally, and we need to be realistic about who holds the responsibility.
We all have a role to play
When it comes to individual responsibility and social determinants of health, it’s not about one or the other; it’s about finding the right balance. Personal responsibility still matters and individuals make the final choices, but it’s unrealistic to ignore the external forces that shape such choices.
We need to address choice from all angles and work together to encourage individual empowerment while putting pressure on those that can change policies on a national scale. In healthcare communications, this means working with partners to ensure ambitious multi-pronged strategies and importantly, not underestimate how every piece of communication can impact a person’s perspective and choices.
So, are we masters of our own health? It should be a goal to ensure responsibility falls on everyone to improve global health outcomes.
67health is a team of experienced communications professionals united behind one vision: making the experience of health conditions better for more people.
