A new survey has found nearly one in five New Zealanders would feel very uncomfortable telling others if they were diagnosed with diabetes, raising concerns about the impact of stigma on people living with the condition.
Diabetes New Zealand says the finding is concerning given the judgement, blame and negative assumptions that continue to surround diabetes, which can leave people reluctant to talk about their condition or to seek help.
The finding comes as diabetes rates continue to rise, with an estimated nearly 366,000 New Zealanders now living with the condition.
Diabetes New Zealand Chief Executive Heather Verry says no one should ever feel ashamed of having diabetes.
“Diabetes should never be something a person feels they need to hide, yet this finding suggests there is still a real discomfort around sharing a diagnosis,” says Verry.
“No one chooses diabetes, and there is no single cause or simple fix. Yet people living with the condition can still face judgement about what they eat, the choices they make, or how they manage their diabetes."
“When people fear being judged or blamed for having diabetes, they may be less likely to talk openly about their condition, ask for help or seek the support they need. That can have serious consequences for their health and wellbeing.”
Research shows diabetes stigma can lead people to hide their condition or avoid managing it in public, potentially compromising their health. Diabetes New Zealand's 2018 Stigma Survey found 39% of respondents had avoided disclosing their diabetes for fear of negative reactions.
Dr Elizabeth Holmes-Truscott, a leading researcher in diabetes stigma, says four out of five people living with diabetes in New Zealand have experienced stigma.¹
“Diabetes stigma can make the already demanding job of living with diabetes even harder,” says Dr Holmes-Truscott.
“Most people living with diabetes have experienced stigma, including being blamed or judged by others for their condition or how they manage it. Many also report being treated differently, excluded, or discriminated against because of their diabetes. Stigma has real consequences,” she says.
“Research shows diabetes stigma is associated with greater distress, social isolation, disengagement from care, and poorer health outcomes.”
The latest figures from Health New Zealand's Virtual Diabetes Register estimate 365,867 people were living with diabetes in 2025, with prevalence increasing by more than 40% since 2011.
Verry says as more New Zealanders live with diabetes, tackling stigma and improving understanding of the condition is increasingly important.
This November, Diabetes New Zealand's Diabetes Action Month campaign is calling on New Zealanders to help end diabetes stigma by challenging assumptions and changing the way we talk about the condition.
Dr Holmes-Truscott says reducing stigma is something everyone can help with.
“It starts with listening to people with lived experience, challenging our assumptions, and recognising that diabetes is far more complex than many people realise. Changing how we talk about diabetes and moving away from blame is an important part of ending stigma,” she says.
“Ending diabetes stigma starts with all of us. We want people living with the condition to feel understood, supported and confident they can seek help without fear of judgement,” says Verry.
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¹Holmes-Truscott E, Litterbach E, Søholm U, et al. Experiences of diabetes stigma among adults with type 1 and type 2 diabetes: A multi-study, multi-country, secondary analysis. Diabetic Medicine, June 2025.
About the survey: The Diabetes New Zealand survey was conducted online in September 2026 and attracted more than 1,000 responses. Participation was voluntary and the results represent the views of survey respondents.
About Diabetes Action Month: Diabetes Action Month is Diabetes New Zealand’s annual campaign that encourages action, education, awareness and advocacy for New Zealanders with all types of diabetes and their whānau, as well as those at risk of diabetes. This year’s theme is ‘End Diabetes Stigma’, shining a light on the judgement, blame and negative assumptions people living with diabetes can experience. The campaign calls on New Zealanders to learn more, challenge assumptions and help create a culture where people living with diabetes feel understood and supported.
