- Brits are masking how they really feel, with humour and social media emerging as an unlikely language for emotional support whilst putting health on hold
- 25.5 million British adults (51%) routinely say they are ‘fine’ when they’re struggling
- Over a third (35%) have called a loved one for support but hung up before the line connected
- Ahead of World Mental Health Day, Sara Pascoe encourages seeking professional support, with face-to-face talking therapies now available at Bupa Mindplace centres
Millions of UK adults routinely turn to memes, reels and group chats to express feelings they find difficult to put into words, new research from Bupa reveals.
The research found that 51% of UK adults - the equivalent of 25.5 million adults - routinely tell others they are “fine” when they are struggling. More than a third (34%) stay quiet because they do not want to worry loved ones, while 30% stay silent because they do not want to feel like a burden.
For many, reaching out can feel like a hurdle when the mental load becomes too much. Almost half of adults (49%) say they have opened a text chat, typed out how they were feeling, and then deleted or rewritten it before sending. Meanwhile, more than a third (35%) have called a relative or friend for support, only to hang up before the call was answered.
As the pressure of family lives, work and everyday responsibilities builds, Brits are increasingly turning to humour and social media as a way to cope when life feels overwhelming, or when they feel close to breaking point. Nearly a third (31%) use distraction tactics when feeling stressed, while a quarter (25%) reach for their phone and 19% head straight to social apps to decompress.
But they are not simply scrolling. They are looking for content that makes them feel understood. Six in ten Brits (59%) have seen a funny or relatable post about parenting, work or everyday life and thought, “that’s exactly how I feel”. More than half (51%) watch funny or relatable reels to relieve pressure, while a quarter (25%) send a post directly to a partner or friend. A further 25% share relatable content to their public feeds, and 19% send memes or GIFs to communicate their mood without having to type out a single word.
The findings reveal a striking contradiction in how we communicate when we are struggling. While almost half (49%) have started to write an honest message about how they feel only to delete or rewrite it, a meme, reel or self-deprecating joke can feel like a much easier way to say, “this is me”, “I’m struggling” or “I need someone”.
For Brits reaching breaking point under the mental load of modern life, humour can offer a much-needed release - and a way to say what feels too difficult to put into words. As many turn to comedy, Bupa has teamed up with comedian, podcaster and mum Sara Pascoe, who has spoken openly about the pressures of juggling work, motherhood and family life. Together, they are encouraging Brits to ‘read between the reels’, looking beyond the punchline to recognise when humour could be someone’s way of reaching out, and taking it as an opportunity to check in.
Comedian, podcaster and mum of two Sara Pascoe comments: “Humour is one of the ways I cope when life gets a bit much. Sometimes sending someone a ridiculous reel or meme that perfectly sums up your day is much easier than saying, ‘Actually, I’m really struggling.’
“I think lots of us are guilty of saying we’re fine when we’re absolutely not - especially when we’re juggling work, family and a million other things. I’ve definitely had moments where I’ve felt like I should be able to manage everything, when actually I was reaching the point where I needed someone to notice.
“That’s why I’m really pleased to be working with Bupa on this campaign. We’re encouraging people to ‘read between the reels’ - because sometimes the funny video someone keeps sending you is their way of saying more than the joke itself. It might be a small sign that they’re finding things difficult, and a simple ‘How are you, really?’ could be exactly what they need.”
Shazna Khanom, Head of Clinical Mental Health at Bupa, comments: “When you’re carrying the mental load of work, family and everyday life, starting a conversation about how you’re really feeling can feel like another thing on the list. Sending a relatable reel or meme can feel much easier.
“That’s why we’re encouraging people to ‘read between the reels’. If someone you know is under pressure and keeps sharing funny or relatable content, take a moment to look beyond the punchline and check in. You don’t need to have the perfect words. Asking ‘How are you, really?’ can be enough to open the door.
“And if someone is struggling, it’s important they know support is available. Through our Mindplace centres, we’re making mental health support easier to access, bringing together talking therapies, including CBT, psychology and counselling, both in person and online. Because sometimes a joke is just a joke. And sometimes it’s an easier way of saying, ‘I’m finding things a bit much.”
The campaign comes as the 2026 Bupa Wellbeing Index reveals the growing influence of social media on health information, with one in five (20%) people believing influencers have more up-to-date health information than doctors, while 68% of Brits believing health misinformation is a serious issue. As online platforms increasingly shape health decisions, Bupa is encouraging people to seek trusted, professional support when they need it.
Bupa’s Mindplace centres are making mental health support easier to access, through face-to-face talking therapies including counselling, psychology and cognitive behavioural therapy (CBT) for Bupa insured and self-pay customers. Designed around calm and wellbeing, they give people a dedicated space to find the support that’s right for them.
Face-to-face Mindplace mental health services are available across the UK.
Note to editors
About the research
The research was conducted by Censuswide, among a sample of 2,500 nationally representative UK consumers, aged 18+ (weighted by gender, age, and region). The data was collected between 21 - 25 August 2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles.
The headline figure of “more than 25 million UK adults” was calculated by applying the estimated UK adult population of approximately 50 million. 51% equates to approximately 25.5 million adults.
The Bupa Wellbeing Index research was conducted by Censuswide, among a sample of 8,002 nationally representative UK adults. The data was collected between 23 June 2026 - 3 July 2026. Censuswide abides by and employs members of the Market Research Society and follows the MRS Code of Conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
About Bupa Global, India and UK
Bupa’s purpose is helping people live longer, healthier, happier lives and making a better world. Health insurance accounts for a large part of our business with Bupa UK Insurance, the UK’s leading health insurer, providing health and dental cover to over 4.5 million customers. Bupa Global is the premium health insurance arm of Bupa, serving approximately 400,000 customers around the world. Niva Bupa is a leading provider of health insurance and retail health insurance in India with 26.7 million customers. Bupa Dental Care is a leading provider of dentistry in the UK, providing dental services in over 380 centres across the UK and Ireland. Bupa Care Services supports around 7,200 residents in 112 care homes and 10 Richmond Villages. Bupa Health Services includes over 120 health clinics, 23 Mindplace mental health centres, and the Cromwell Hospital, New Victoria Hospital and King Edward VII Hospital which provide care for insured, self-pay and international patients.
