Masculinity norms are a primary barrier to help-seeking.

Men often internalize beliefs that needing help equals weakness.

What looks like “stubbornness” is often identity-protective behavior, not resistance.

In 2012, a billboard campaign launched by the Agency for Healthcare Research and Quality and the Ad Council featured the message: “This year, thousands of men will die from stubbornness.” The purpose was to encourage men to learn about and seek preventive medical tests. The underlying assumption—widely accepted—was that men tend to avoid doctors and neglect their health.

While some progress has been made in physical health, the message remains relevant in mental health. It points to a persistent and frustrating reality: men are often reluctant to ask for help.

Although gender roles are more fluid than ever, and there is growing acceptance of less traditional expressions of masculinity, the stigma surrounding it persists. Traits often described as “resolute,” “loyal,” and “unwavering” can mask deeper rigidity—the refusal to change one’s thoughts, opinions, or behaviors. At its extreme, this becomes stubbornness, which can increase risks ranging from chronic stress to suicide.

To be clear, not all men struggle in this way. However, what psychotherapist Peter Michaelson calls the “determination to fight a losing........

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