There has been a subtle, but important shift in the last sixty years in the way that the British citizen regards health and healthiness. Increasingly, the individual is becoming empowered to take care of his own health. Whilst the NHS is there in case of emergencies, and free healthcare can help in case of sudden illness or injury, there has been a shift towards prevention, and overall wellness. This has altered the way that the British public think about health, and the way that the individual has taken responsibility for wellbeing.

In the aftermath of the Second World War, the egalitarian spirit that created the NHS was admirable and important. This sentiment encouraged individuals to subcontract their own health out to government officials. In effect, because all individuals could gain free healthcare, many took a less proactive role in their own health, except in times of emergency. This was one of the major goals of the NHS, to remove healthcare as an area of worry. Nowadays, however, with the improvement in medical science, many previously fatal diseases can be treated if caught earlier or even prevented all together. This has placed the burden back onto the individual, who is incentivised to take an active role in personal healthcare by this idea of 'prevention'.

In addition to this, the rise of gyms and eating healthy as a lifestyle choice has meant that British people are more concerned with all-round health and wellness. The rise in the number of spas and health food chains, as well as the influx of outdoor activities, such as jogging, has indicated that the British are now concerned with everyday healthcare with long-term effects. Healthy eating is now also more of a concern of the average British individual, as small decisions are now regarded as being vital in long-term health. Even British sporting heroes are shown to be dedicated athletes, rather than the more amateur heroes of the past. Where once there was Ian Botham, who was naturally talented above all else, there now is Kevin Pietersen, who, despite undoubtedly having natural talent, has really honed his skills through healthy lifestyle choices. Increasingly, dedication and hard work are the root to success, rather than a natural talent.

Part of this shift has come through the rise of private medical cover. Many people, though generally happy with the National Health Service, are less willing to rely on it for all areas of their medical care. In non-emergency cases, a private healthcare provider will often be able to give more tailored service, and to spend more time and effort on each patient. For someone who eats healthily and takes lots of exercise, private medical insurance seems to be the logical extension of their holistic approach to healthcare. For people who put the effort into their health, a private healthcare provider may be the logical conclusion.

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