When we think about health, we often focus on genetics, diet or exercise. Yet another important influence is often overlooked: the gender norms that shape how people eat, exercise, seek healthcare and respond to illness. These social expectations can affect exposure to health risks and influence how individuals protect their health.
The United Nations (UN) defines gender norms as the social and cultural expectations that help shape how men and women behave. According to the World Health Organization (WHO), these norms and roles can influence people’s exposure to health risks and their access to healthcare, leaving men and women vulnerable in different ways.
Gender norms can shape behaviours that increase or reduce the risk of developing non-communicable diseases (NCDs). For example, smoking and heavy alcohol consumption have traditionally been viewed as behaviours more commonly associated with men. As a result, men have historically been at greater risk of developing NCDs linked to these behaviours. However, changing social norms have seen these behaviours increase among some women in many parts of the world, demonstrating how evolving gender expectations can influence exposure to NCD risk factors.
Gender norms can also influence opportunities for physical activity. In many societies, girls may have fewer opportunities to participate in certain sports because some activities are viewed as more appropriate for boys. Reduced participation in physical activity over time can increase the risk of obesity, diabetes and cardiovascular disease.
Food choices are not immune to social expectations either. Salads, fruits and vegetables are sometimes perceived as more “feminine,” while meat-heavy diets are often associated with masculinity. These perceptions can reinforce traditional body ideals, where men are expected to be large and muscular, while women are encouraged to be slim and lean.
Research consistently shows that men are generally less likely than women to choose healthier foods. Studies suggest this reflects a combination of social norms, health beliefs and the way healthy eating has traditionally been marketed, which has often been more closely associated with women than men. When food choices are driven by stereotypes rather than nutritional needs, they can contribute to unhealthy diets and increase the risk of NCDs. A balanced diet that includes a variety of nutrient-rich foods remains essential for everyone, regardless of gender.
Lifestyle choices are only part of the equation. Preventive health screening plays an equally important role in detecting disease early, often before symptoms appear. But do men and women engage with preventive healthcare in the same way?
To better understand health-seeking behaviour in Kenya, Doctors for Healthy Living in partnership with Ipsos in Kenya conducted a survey which revealed that women consistently demonstrated higher awareness of key health indicators and were more likely than men to undergo preventive health screening. For example, 93% of women surveyed knew what blood pressure was, compared with 86% of men. Similar differences were observed across Body Mass Index (BMI), blood sugar, cholesterol, and waist circumference.
These findings point to an important gender gap in awareness and preventive health behaviour. It highlights the need to better understand the barriers that prevent more people from participating in routine health screening. Addressing these barriers will be essential in designing interventions that encourage greater uptake of preventive healthcare across the population.
Your health is one of your greatest assets, and protecting it begins with informed choices, not stereotypes. Non-communicable diseases such as hypertension, diabetes and high cholesterol are often preventable and, when detected early, can be effectively managed.
Whether you are a man or a woman, healthy eating, regular physical activity, and routine preventive health screening remain some of the most effective ways to reduce your risk of developing NCDs. Don’t wait until symptoms appear. Know your numbers, take charge of your health, and encourage those around you to do the same.