John Oliffe

Intensions Study: Health Stigma & Toughness

Intensions Study: Health Stigma & Toughness

A new study conducted by Intensions Consulting and the Canadian Men’s Health Foundation has found that thirty-five percent of men believe it’s important to demonstrate toughness, endorsing views that men should ‘never reveal their vulnerability’ and should ‘take risks, even though they might get injured’.

The study, which was published in the latest edition of Oxford’s Health Promotion International, involved an online survey with 2000 Canadian men between the ages of 19 and 94 years. The study found that holding these toughness beliefs was associated with a greater frequency of health risks among men, in particular having significantly higher rates of unhealthy eating behavior and higher screening rates for depression.

Intensions Study on Fresh Radio

Intensions Study on Fresh Radio

On April 29, 2018, Fresh Radio published an article titled, ‘What makes a man? Millennials say selflessness, openness, personal health.’ Written by Monique Scotti, the article was based on the findings from our recent Intensions Consulting and UBC study on The New Values of Millennial Men.

Intensions Men's Values Study Online

Intensions Men's Values Study Online

Over the past month, our recent Intensions Consulting study on The New Values of Millennial Men has appeared on a number of online news, trade magazine and media platforms, including: Science Daily, Earth.com, AskMen.com, Neuroscience News, PsychCentral, EurekAlert and IFLScience. Below are summaries and links to these articles and the public discussions that they generated.

Intensions Study in Slate

Intensions Study in Slate

On May 11, 2018, Slate Magazine published an article titled, ‘Une définition plus ouverte de la masculinité permettrait aux hommes de gagner en longévité.’ Written by Peggy Sastre, the article was based on the findings from our recent Intensions Consulting and UBC study on The New Values of Millennial Men.

To quote for the article: “Quelques jours plus tôt, des chercheurs de l'université de la Colombie-Britannique, associés à l'institut de sondage Intensions Consulting, publiaient une étude montrant que les Canadiens âgés de 15 à 29 ans semblent délaisser les valeurs masculines traditionnelles –l'égoïsme, l'hédonisme, la compétition– pour leur préférer l'ouverture à autrui et le souci de son propre bien-être, physique comme psychique.”

Intensions Study in The Mirror

Intensions Study in The Mirror

On April 26, 2018, The Mirror published an article titled, ‘Male Millennials value EMOTIONS over physical strength, study reveals’. Written by Shivali Best, the article was based on the findings from our recent Intensions Consulting and UBC study on The New Values of Millennial Men.

To quote from the article: "The results revealed that the most strongly endorsed value was selflessness, with 91 per cent of the men agreeing that that a man should help other people. Openness also ranked highly, with 88 per cent saying that a man should be open to new ideas, new experiences, and new people. More traditionally ‘male’ values ranked lower on the scale. While 75 per cent of the men said a man should have physical strength, 83 per cent said they should have emotional strength.”