New global study discovers people in pain feel more socially
excluded than ever
A new study of 18,097 people across 18 countries has
discovered that society has grown less tolerant of people in pain,
despite the effects of COVID-19 boosting global health awareness.
The fifth edition of the Haleon Pain Index (HPI)[1], conducted
by consumer health company Haleon, suggests that attitudes towards
pain in post-pandemic society are now more judgemental and less
tolerant, with half (49%) of those in pain feeling stigmatised and
a third (32%) fearing they will be judged about their pain.
The global index has been exploring the real impact pain has on
people’s lives for almost a decade. This year’s study has found
that, since the first edition in 2014, the social and emotional
impact of pain has grown by nearly 25%, with stigma and social
isolation arising from everyday pain increasing worldwide. 42% of
people questioned said they regularly experience loneliness when in
pain. Feelings of serious loneliness emerged globally, with 38% of
people in mainland China, 33% in Australia and 32% in the UK
reporting this. This coincides with warnings about the public
health impacts of loneliness and social isolation issued by the
World Health Organisation[4] and
the Loneliness Epidemic[5]
pointed out in spring 2023.
Dr Linda Papadopoulos, Psychologist and Author,
commented: “Everyday pain is a health issue that can easily be
dismissed or trivialised. Many don’t realise its effects can be
much worse than the symptoms themselves. The result of loneliness
and mental health impact caused by lack of empathy and being
treated differently is only worsening. As a society, we need to
improve empathy and understanding in a world that is continuing to
harden to these issues.”
The HPI discovered that people who already experience bias,
discrimination, and exclusion in society are the worst affected by
these hardening views on pain.
- 58% of women said their pain had been treated
differently, not believed or discriminated versus 49% of men. This
is highest amongst women in India (74%), Kingdom of Saudi Arabia
(KSA) (74%), Brazil (74%), and mainland China (61%).
- 59% of people of colour said their pain had
been treated differently, not believed or discriminated versus 48%
of white people. This is highest in Brazil (71%), Poland (64%) and
the USA (64%), whilst this is true for 60% in the UK.
- 44% of LGBQ+ people feared that others will
make assumptions about them and their pain, compared to 32% of
heterosexuals. This is highest in India (61%), USA (54%), Canada
(49%) and Australia (48%).
The study also revealed a sharp generational divide in the way
people experience pain, suggesting that younger patients struggle
most with making their pain known and accessing treatment:
- 70% of Gen Z said their pain had been treated
differently, not believed or discriminated, compared to 40% of Baby
Boomers. This is highest in India (80%), the USA (79%) and for 74%
of UK respondents.
- 45% of Gen Z said being in pain was too much
of a taboo for them to speak out, compared to 35% of Boomers.
While the older generation find it easier to express their pain
and access treatment, they are the most marginalised when it comes
to accessing health-related information online. 45% of
75–84-year-olds said they struggle to access this online because
they do not feel confident navigating the internet, compared with
33% overall.
Respondents agreed on the need for a more personalised and
compassionate view of pain. More than two thirds (68%) of people
said more empathy to address bias and exclusion would make a real
difference to their experience of pain. Meanwhile, 69% said they
wished doctors and 62% wished pharmacists were better trained on
how individual pain is for different patients.
Lisa Jennings, Head of Global Over the Counter Category
at Haleon, said: “While pain is a universal human
experience, resulting in loneliness and stigma for many, its impact
varies considerably between social groups, with the most
marginalised amongst the worst affected. Our ambition is to break
down the barriers to achieving better everyday health for everyone
– irrespective of age, race, ethnicity, gender, sexual orientation,
disability and other factors. The HPI shows that we can lessen the
social and emotional impact of pain by shifting perceptions and
conversations around pain management. That’s why we’re taking
action through several programs such as our #ListenToPain
initiative which is being rolled out to health professionals across
the globe.”
Haleon’s #ListenToPain programme supports health professionals
to improve communication with patients and have a focused
discussion on pain tailored to the individual. #ListentoPain
includes five profiles that describe people with different
attitudes and behaviours towards pain management that help health
professionals customize their approach with their patients. With
continuity of care, truly understanding how pain may change over
time means pain management strategies can be evolved and be more
effective in the long term.
Media Contacts
For more information on the HPI, or interview requests
please contact:
Nina.bass@edelman.com
Amy.barker@edelman.com
For information on Haleon please contact:
gemma.x.thomas@haleon.com
Notes to Editors
About the Haleon Pain Index study
The Haleon Pain Index (HPI) is a proprietary, globally
representative, longitudinal social study conducted by Edelman Data
x Intelligence (DXI). The study is designed to give a voice to
those experiencing pain and assess the evolving state of pain. The
study captures the perceived impact of pain on individuals’
everyday lives, their health, their feelings, emotions, motivations
and behaviours, putting the human experience at the centre. In its
fifth edition, the study assesses health inclusivity barriers to
effective pain treatment. The perceptions of over 18,000
respondents across 18 countries were captured as part of the
fifth edition.
Markets tracked in HPI 5: Australia, Brazil, Canada, China,
Colombia, France, Germany, India, Italy, KSA, Malaysia, Mexico,
Poland, South Africa, Spain, Sweden, UK, USA.
The age groups are split into different generations:
- Gen Z: those between 18-26 years old
- Millennials: those between 27-42 years
old
- Gen X: those between 43-58 years old
- Boomers 1*: those between 59-66 years old
- Boomers 2*: those between 67-77 years old
- Silent: those between 78-84 years old
1*For the first time, the Haleon Pain Index (HPI) is now
capturing the voice of experts, GPs, Pharmacists, and Nurses, in 4
key markets: Australia, Germany, KSA and the USA. In this first
edition, we've gathered insights from over 600 experts (150 per
market*) through a 15-minute online bespoke survey, exploring their
views on pain, their challenges as healthcare professionals and the
role they can play in driving positive change.
2*In the USA, our interviews included a mix of physicians and
nurses; in Australia and KSA, a mix of physicians and pharmacists,
and in Germany, a combination of pharmacists and pharmacists'
assistants.
About Listen To Pain
#ListenToPain is a global initiative from Haleon to enable
health professionals to maximise their time with patients and help
them to better understand a patient’s pain experience — providing
the sufferer with a treatment plan that is right for them. Located
on Haleon Health Partner, a dedicated digital platform for health
professionals, #ListenToPain includes a series of practical tools
for better interactions, assessments, and outcomes. These tools and
resources for pharmacists will help them understand their patients
pain better and navigate conversations around pain management.
Further information and the full range of #ListentoPain
resources can we found on www.haleonhealthpartner.com.
About HaleonHaleon (LSE / NYSE: HLN) is a
global leader in consumer health, with a purpose to deliver better
everyday health with humanity. Haleon’s product portfolio spans
five major categories - Oral Health, Pain Relief, Respiratory
Health, Digestive Health and Other, and Vitamins, Minerals and
Supplements (VMS). Its long-standing brands - such as Advil,
Sensodyne, Panadol, Voltaren, Theraflu, Otrivin, Polident,
parodontax and Centrum - are built on trusted science, innovation
and deep human understanding. For more information, please
visit www.haleon.com.
___________________________________________________
1 Haleon. Pain Index. 2023. Data on file.2 The Haleon Pain Index
is formerly known as the Global Pain Index. 3 Russell, D, et
al.,1978. Developing a measure of loneliness. Journal of
Personality Assessment, 42, 290-294. Available:
https://fetzer.org/sites/default/files/images/stories/pdf/selfmeasures/Self_Measures_for_Loneliness_and_Interpersonal_Problems_UCLA_LONELINESS.pdf.
[2023, September 18].4 World Health Organization (WHO). N.d. Social
Isolation and Loneliness. Available:
https://www.who.int/teams/social-determinants-of-health/demographic-change-and-healthy-ageing/social-isolation-and-loneliness
[2023, September 18].5 Centers for Disease Control and Prevention.
2023. Health Risks of Social Isolation and Loneliness. Available:
https://www.cdc.gov/emotional-wellbeing/social-connectedness/loneliness.htm#:~:text=Social%20isolation%20and%20loneliness%20have,linked%20to%20increased%20risk%20for%3A&text=Heart%20disease%20and%20stroke.,Type%202%20diabetes.
[2023, September 18].
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