Photo cred: Mike Buck
According to a recent poll, Cardiff has been named the UK’s midlife health capital. Among residents aged 40-65 in the Welsh city, 95% report that they take their health seriously—the highest rate in the country. Oxford followed closely with 94.2%, Liverpool ranked third at 93.9%, and Brighton came fourth with 93.4%.
The study of 2,000 midlifers, commissioned by leading private diagnostics provider Vista Health as part of its Signs of Clarity campaign, found the average Brit starts taking their health seriously at the age of 38. And according to the poll, Londoners start taking their health seriously first, at the age of 35.
The survey found putting on weight (27%), feeling generally unfit (24%) and reaching a milestone birthday (22%) are the top triggers for us to starting to look after ourselves better.
However, levels of uncertainty remain high, despite growing health awareness. More than three quarters (76%) still aren’t sure which symptoms are worth getting checked, while over half (54%) admitted they initially ignored warning signs – often dismissing them for an average of 14 months.
And that’s despite over three quarters (77%) of respondents experiencing recurring symptoms, such as trouble sleeping (29%), joint pain (27%), persistent fatigue (26%), unexplained aches and pains (19%) and digestive changes (17%).
The findings reveal three quarters (75%) of respondents would like clearer guidance on when an ailment is worth checking out, with two in three (65%) admitting to checking their symptoms on Google rather than seeking professional help.
Dr Reem Hasan, NHS GP and Chief Medical Officer at Vista Health said: “It is great to see so many midlifers taking their health seriously, however too many still struggle to recognise which symptoms truly need attention. At the same time, demand for private diagnostic scans and screenings is rising, as more people seek clarity and reassurance when symptoms feel new, persistent or hard to explain.
“While not every symptom is a sign of something serious, our bodies are very good at sending early warning signals. The problem is, we have become very good at ignoring them. Midlife is an opportunity to tune into your body, ask the right questions and take control of your health with confidence rather than fear.
“Diagnostic scans and health checks can play an important role at this stage of life. They offer clarity, reassurance and a better understanding of what’s happening beneath the surface, empowering people to make informed decisions about their health, rather than living with uncertainty.”
The campaign is supported by Julia Bradbury, who has shared her experience of the importance of listening to your body in midlife, following her breast cancer diagnosis and, more recently, the discovery of a brain cyst.
Julia said: “You know your body better than anyone, and paying attention to the signs it gives you, especially new or persistent changes, is one of the most powerful ways to protect your health. For me, noticing those changes led to critical diagnoses. Midlife is a turning point, when you can start to understand your body better and to feel confident about seeking advice when something doesn’t feel right. This isn’t about a health crisis; it’s about using those signs to take control of your health now and for the years to come.”
TOP 10 MOST HEALTH CONCIOUS CITIES (% of respondents that said they take their health seriously)
- Cardiff – 94.5%
- Oxford – 94.2%
- Liverpool – 93.9%
- Brighton – 93.4%
- Nottingham – 91.9%
- Cambridge – 91.5%
- Belfast – 91.4%
- Birmingham – 90%
- London – 89.4%
- Edinburgh – 89.2%
Midlife is a crucial moment for health awareness. The Signs of Clarity campaign helps people trust their instincts, recognise warning signs and take action sooner, because listening to your body today can shape your health tomorrow.
