Finns want society to support healthy lifestyles

Heidi Löflund-Kuusela

06.11.2025 - Finns want to live healthily, but everyday life does not always make that easy. The majority of respondents to a survey by the Cancer Society of Finland feel that society has a responsibility to make healthy choices easier. At the same time, many consider it difficult to put those choices into practice.

According to the survey, 91 percent believe society should make healthy choices as easy as possible.

“This shows that individual motivation for healthy habits is not always enough. We also need structures that support healthy choices,” says Heidi Löflund-Kuusela, Head of Health Promotion at the Cancer Society of Finland.

Awareness of the link between healthy lifestyles and cancer risk is generally good. Still, 72 percent say following healthy habits in everyday life is difficult.

Strengthening opportunities for healthy choices

Key societal tools include health-promoting environments, such as access to healthy food and opportunities for physical activity.

These environments support health and wellbeing by making healthy choices easier and more accessible. They reduce the burden on individuals, because choosing what is good for health becomes a natural part of daily life rather than a constant effort.

In practice, this can mean access to healthy foods, places to exercise close to home, and restrictions on the availability of tobacco and alcohol products. Financial accessibility is also essential.

“If you constantly have to think about what you can afford in the grocery store, a cheap pack of sausages will often end up in the basket instead of fresh fish and vegetables. Even if healthy food is not always expensive, financial strain limits people’s choices. This can have long-term consequences. Everyone should have access to a balanced diet,” says Senior Specialist Taija Puranen.

“Lowering taxes on healthy products and raising taxes on unhealthy foods, alcohol, and tobacco and nicotine products are examples of ways society can make healthier choices easier.”

Growing cancer burden increases need for prevention

The cancer burden in Finland will grow significantly in the coming years. Forecasts show that by 2040 there will be around 49,000 new cancer cases annually. This increases the need to invest in health promotion, both to prevent cancer and to support the wellbeing of those living with cancer. These priorities will also be reflected in the national cancer strategy to be published next week.

“The Cancer Society plays a central role in this work, especially in promoting young people’s health, reducing tobacco and nicotine use, increasing awareness of cancer risks, and supporting healthy lifestyles among people diagnosed with cancer. According to the survey, trust in our organisation remains strong, but funding cuts challenge our ability to meet the growing need,” Löflund-Kuusela says.

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Source: Cancer Society of Finland