In depth: research reveals alarming shift in attitudes to self-care

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The nationwide survey of more than 4,000 adults, conducted for the consumer healthcare association by Perspectus Global, uncovered a stark generational divide in attitudes and behaviours around self-care.

It found that Gen Z and Millennials are three times more likely than those aged 65 years and over to consult a GP for minor, self-treatable issues such as a blocked nose or hay fever.

In fact, nearly one in 10 (9 per cent) of adults aged 18 to 24 years have attempted to see a GP for a blocked nose, compared to just 3 per cent of over-65s. Similarly, 14 per cent of 25- to 34-year-olds have booked GP appointments for hay fever and other allergies – again, three times the rate compared to older adults.

Even more concerning is the declining inclination of younger adults to use community pharmacies as their first port of call for dealing with common health conditions. The Census found that those aged 18 to 24 years are a worrying 31 per cent less likely than the over-65s to visit a pharmacy before contacting a GP.

Growth of digital misinformation

While the proliferation of online health content has the potential to support self-care, PAGB’s report highlights a worrying side-effect: the rise of ‘cyberchondria’ and an ‘infodemic’ of misinformation.

Two out of five (43 per cent) of adults report feeling overwhelmed by the sheer volume of health information available online, while nearly half (48 per cent) say they wish they knew how to spot fake or unreliable sources.

Mark Burdon, a pharmacist and adviser to PAGB, sees the effects of digital misinformation on the pharmacy front line. “Cyberchondria, or illness anxiety disorder, which is characterised by excessive online searches for health information, is a growing problem,” he explains.

It is especially concerning that younger adults are not accessing professional support and instead are influenced by unverified health content on platforms like TikTok.

Indeed, a 2024 study found two-thirds of TikTok users rely on it to search for health information – and over half of users report encountering misinformation, while 92 per cent said health content had been automatically pushed into their TikTok feeds.

A separate study published in BMC Health Services Research echoed these concerns, highlighting the difficulty in distinguishing trustworthy health content online and pointing to a general lack of user awareness regarding the quality of information consumed on social media.

Missed opportunities are costly

This trend has significant implications for an already overstretched NHS. A 2023 report by Frontier Economics, commissioned by PAGB, estimated that up to 25 million GP appointments and 5 million A&E visits are used each year for self-treatable conditions, costing the NHS £1.7bn annually.

“Self-care is an essential pillar of the healthcare system in the UK,” says Michelle Riddalls, chief executive of PAGB. “Not only does it empower individuals to manage their minor health conditions independently, but it is also key to reducing the strain on primary care services.

Ms Riddalls stresses the importance of rebuilding national confidence in self-care. “Our latest Census data clearly shows that the nation is facing a crisis of confidence,” she warns.

For instance, the proportion of people who feel confident managing a common cold has plummeted from 81 per cent in 2023 to just 63 per cent in 2025. And 10 per cent say they would head straight to A&E for minor problems – a figure that has increased by two percentage points since last year.

Pharmacy underused

Community pharmacies remain underutilised, particularly by younger adults, despite the growth of services like Pharmacy First. The Census reveals that two-thirds of 18- to 24-year-olds were referred to a pharmacist after attempting to book a GP appointment or calling NHS 111.

Dr Binita Kalaria, a GP and PAGB adviser, says that the most common self-treatable conditions – such as colds, coughs and blocked nose – are symptomatic of viral infections and should be managed with OTC advice and pharmacy support.

“Ensuring people are confident to self-care for these recurring conditions will help to support them in taking control of their own health and well-being and reduce the likelihood of them returning to see their GP for the same conditions,” she believes.

Mark Burdon agrees: “Community pharmacists are highly trained healthcare professionals who can provide support, advice and treatments for all age ranges.” Yet older adults are the ones most likely to seek advice from them, he says.

“It is concerning to see that younger adults don’t have the same awareness and trust in these services as older generations – who are likely to be more experienced and confident in practising self-care – and it needs to be addressed to ease the already too heavy burden on primary care services.”

Digital solutions

Despite the flood of misinformation online, there are positive signs that trusted digital platforms are gaining traction. The NHS website or app is the go-to source for 82 per cent of people seeking health information, followed by OTC brand websites (62 per cent).

Branded OTC products remain popular with 77 per cent of consumers, with 93 per cent saying brand recognition helps them choose appropriate treatments in pharmacies. This brand trust is particularly high among 18- to 24-year-olds, 83 per cent of whom say they rely on well-known OTC brands for reasons including trust, reliability and familiarity.

Michelle Riddalls sees an opportunity here: “Brands are trusted for the healthcare information they provide alongside their products, which is a hugely important part in educating the public about self-care.”

OTC products are increasingly supporting consumer use with digital tools such as symptom trackers and adherence apps, she says. These resources could be integrated into NHS platforms such as the revamped NHS App to improve digital-first self-care.

Commenting on the report, Malcolm Harrison, chief executive of the CCA, said it was concerning to see a drop in the number of adults asking a pharmacist for advice about their symptoms as their first option for self-treatable conditions. 

“It’s clear that awareness of pharmacists’ capabilities needs to improve,” he remarked. “More ambitious NHS commissioning will be key to driving behaviour change. This includes expanding Pharmacy First and integrating independent prescribing but also exploring how more medicines can be reclassified to widen access to treatments through community pharmacies.”

However, it was “good news” that GPs are referring patients to pharmacies for self-treatable conditions, he added. “There is plenty of room for this and further awareness campaigns to help patients know when to come to ‘pharmacy first’ to increase too”.

Policies into practice

PAGB is urging the Government to treat self-care as a central component of modern healthcare delivery in this country. However, while it is encouraging to see the commitment in the 10-Year Health Plan to improving access to self-care, the results from this year’s Census provide a sharp reminder that the self-care message has lost momentum since the pandemic.

“There is a disparity in the willingness of consumers to self-care versus the actions that they are taking in reality,” says Michelle Riddalls. “We need to see initiatives such as a national public awareness campaign, delivered at regular intervals, to improve peoples’ understanding of self-care and the pathways they can take.”

Realising the full potential of self-care will have a significant impact – not just for patients and the health service, but for the wider economy, she says. “We need to see policies put into practice that prioritise self-care and improve access to OTC medicines to help reduce the burden on the front door of the NHS.”

Pharmacy has to be a key part of that.