Is the cure to male loneliness knowledge about the health benefits of social connection? An exploratory study of the role of social health knowledge in shaping social health behaviour

Background: Despite growing recognition of the profound health risks associated with loneliness, especially among men, limited research has examined how knowledge, beliefs, and behavioral engagement with social connection influence adherence to public health guidelines and wellbeing. We aimed to examine how men’s knowledge, perceptions, attitudes, and efforts regarding social connection relate to social and emotional loneliness. Methods: Across four exploratory analyses of online survey data, we examined Canadian men’s (N = 77, N = 37, N = 122, N = 1681) knowledge about social health (Study 1), their perceived importance of social connection (Study 2), their perceptions about the normativity, utility, and achievability of national public health guidelines for social connection (Study 3), and their self-reported effort to connect with others (Study 4). In each study, we examined the effects of these factors on indicators of social wellbeing (e.g., emotional and social loneliness; guideline adherence). Results: Greater knowledge of social wellbeing was associated with lower social loneliness (Study 1). Yet, participants who felt social connection was a relatively important health determinant reported higher overall loneliness (Study 2). Guideline adherence was most strongly predicted by perceived achievability and normative beliefs, rather than perceived health benefits (Study 3). Finally, men who reported greater effort to connect experienced less social loneliness but greater emotional loneliness (Study 4). Conclusions: Our findings suggest that striving and recognizing the health importance of social connection does not always meet men’s deeper emotional needs. Knowledge, while important and potentially motivating, may not be sufficient to improve social wellbeing. Beyond practical achievability, public health strategies must also enhance normative framing and support men who strive for emotionally meaningful connections to ensure that they not only try to follow public health guidance but are able to do so. Without such support, we may risk worsening experiences of loneliness among men.

Loneliness; Social connection; Health literacy; Health promotion; Behaviour change

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