What Is Self Stigma in Health and Social Care?

Self stigma occurs when someone internalises the negative stereotypes, labels, and prejudices held by society about their condition or needs. This means a person starts to believe the hurtful things others say or think about people like them. In health and social care, self stigma can deeply affect the way people feel about themselves and the choices they make.

Unlike public stigma, which comes from others, self stigma is rooted inside the individual. It happens when negative messages from society are turned inwards. Over time, a person may accept these myths or prejudices as truth, leading to shame, guilt, or a belief that they are less valuable.

How Self Stigma Takes Hold

Self stigma usually develops through repeated negative experiences. If someone faces discrimination, exclusion, or constant reminders of difference, they may start to adopt these attitudes themselves. This can happen in subtle ways, such as avoiding social situations, or more obvious ones, such as speaking negatively about themselves.

Triggers include:

• Hearing damaging language or jokes regularly
• Being treated differently at work or by friends
• Seeing media that misrepresents their condition
• Experiencing rejection or bullying

Groups Affected by Self Stigma

Anyone can experience self stigma, but it is especially common among those living with:

• Mental health conditions, like depression or schizophrenia
• Learning disabilities or difficulties
• Physical conditions that carry strong stereotypes, such as HIV or epilepsy
• Substance use disorders
• Age-related illnesses or disabilities

People who use health or social care services may also develop self stigma about needing help, regardless of the reason.

Effects of Self Stigma on Individuals

The consequences of self stigma can be far-reaching. People may:

• Start to withdraw from relationships or activities they once enjoyed
• Lose confidence or feel unworthy of support or love
• Doubt their abilities or future
• Give up on seeking help or pursuing opportunities
• Adopt behaviours that confirm the negative stereotypes they believe

This can lead to a cycle where self stigma feeds isolation, and isolation then strengthens self stigma.

Mental Health and Self Stigma

Mental health conditions carry a particularly heavy burden of self stigma. Someone who hears messages such as “mental illness is a weakness” may begin to believe this, even though it is unfounded. This false belief can delay recovery, reduce the effectiveness of treatment, or even stop a person from asking for help in the first place.

Mental health professionals are trained to look for signs of self stigma and encourage open, non-judgemental conversations. Peer support and sharing lived experiences can also make a big difference.

Recognising the Signs of Self Stigma

Self stigma can be silent but powerful. Signs include:

• Reluctance to talk about a diagnosis or condition
• Refusing necessary care or support
• Expressing overly negative or hopeless views about their situation
• Avoiding social or work activities out of fear of judgement
• Agreeing with or repeating stereotypes

Sometimes individuals are not aware that self stigma is influencing their behaviour or thinking.

Social Exclusion and Isolation

Self stigma often leads to social exclusion, but in a way that the individual enforces on themselves. For example, someone might stop joining in at work or pull back from friendships because they expect rejection or pity. The world becomes smaller, not because others always exclude them, but because they expect exclusion.

This pattern can worsen mental or physical health and reduce quality of life.

How Self Stigma Shapes Health and Social Care Choices

People experiencing self stigma might:

• Delay seeking medical help, fearing they won’t be taken seriously
• Refuse treatments they need, believing they are undeserving
• Avoid asking questions or advocating for themselves during appointments
• Downplay their symptoms or struggles
• Decline opportunities for work, training, or social activities

These actions often lead to poorer health outcomes and lower satisfaction with care.

The Impact on Recovery and Wellbeing

Recovery is about more than just physical or mental improvement—it’s about feeling valued and having hope for the future. Self stigma can block recovery by convincing someone they are “beyond help” or “not worth the effort.” This can:

• Slow or limit progress towards recovery goals
• Make people less likely to follow care plans
• Increase the risk of depression, low self-esteem, or hopelessness

Strategies for Reducing Self Stigma

Support from health and social care providers can help people challenge negative beliefs. Methods include:

• Talking therapies (such as cognitive behavioural therapy, or CBT) to re-frame negative thoughts
• Peer support groups, where people share similar experiences and successes
• Educational programmes to correct myths and provide encouragement
• Involving people in care planning to foster self-determination

Supporters, friends, and family members play a key role by showing understanding, encouragement, and celebrating progress.

Building Self-Acceptance and Resilience

Accepting oneself is a powerful antidote to self stigma. This means recognising that a diagnosis or care need does not define the whole person. Practical steps to build self-acceptance include:

• Setting small, achievable goals
• Focusing on strengths rather than limitations
• Seeking positive role models who have overcome similar challenges
• Keeping a record of progress and achievements
• Finding safe spaces to talk about feelings

Resilience grows with time, support, and self-kindness.

The Role of Language and Communication

How people talk about illness, disability, or care needs shapes self-perception. Professionals and the public can make a difference by:

• Using respectful and up-to-date language
• Focusing on the person, not just the condition (for example, “person living with schizophrenia” rather than “schizophrenic”)
• Avoiding language that blames or shames

People are more likely to feel valued and heard when others use dignified language.

Involving People in Their Own Care

One of the most effective ways to address self stigma is to involve people fully in decisions about their care. When someone has a say in their treatment, goals, and support, it builds self-confidence. This process includes:

• Listening to preferences and concerns without judgement
• Encouraging questions and discussions
• Respecting choices and personal values

Meaningful involvement boosts self-esteem and helps counter negative beliefs.

Peer Support and Shared Experience

Connecting with others who have gone through similar circumstances can be highly effective. Peer support offers:

• Shared understanding and empathy
• Practical tips for managing self stigma
• Opportunities to challenge negative ideas together
• A sense of belonging and community

Seeing others succeed offers hope and shows that change is possible.

How Organisations Can Help

Organisations can reduce self stigma by:

• Creating spaces for sharing lived experiences
• Offering training for staff on compassionate, person-centred care
• Supporting awareness weeks and campaigns that challenge stereotypes
• Encouraging service users to be involved in planning and improvement

Such actions show that everyone’s voice matters and recovery is possible.

The Importance of Role Models

Positive role models—whether staff, volunteers, or public figures—demonstrate that living a full and meaningful life is possible. They challenge old ideas and encourage others to take steps towards self-acceptance and inclusion.

Seeing a role model openly discuss illness or recovery can break the silence around self stigma.

Preventing Self Stigma Before It Begins

Education is a powerful tool in the fight against self stigma. Children and young people should be taught about difference, empathy, and mental wellbeing. Schools, workplaces, and families can all support open conversations and challenge stereotypes early on.

Value everyone as an individual, not as a diagnosis—this message helps prevent self stigma at any age.

Tips for Supporting Someone Facing Self Stigma

If you know someone who struggles with self stigma:

• Listen and offer reassurance
• Challenge myths gently, with facts and empathy
• Encourage seeking help and support
• Share stories of hope and resilience
• Avoid reinforcing stereotypes or negative messages

Small, genuine acts show that people are not alone in their feelings.

Final Thoughts

Self stigma in health and social care is when a person absorbs negative attitudes and beliefs about their own condition or needs, leading to shame, isolation, and reduced confidence. It can be overcome with support, self-acceptance, education, and by creating environments where everyone feels valued. Challenging self stigma is not just the work of the individual—it is a shared responsibility, held by families, communities, professionals, and society at large. The result benefits everyone, creating more compassionate and inclusive care for all.