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New research from Medicash has revealed that under 45s are the UK’s most proactive when it comes to protecting and checking their skin – however there is one area that they fall short when it comes to skin health
A new survey of 2,000 UK adults, commissioned by Medicash and conducted by OnePoll, has found that Gen Z and Millennials (aged 18-44) are showing the highest levels of skin health awareness and action.
Compared to older generations, those in this age bracket reported the highest concern about developing skin cancer, the highest reported use of sun safety measures – from SPF use to shade-seeking – and the highest confidence (48%) in spotting potentially dangerous moles.
The research also revealed that the 18-44 demographic are the most likely to regularly check their skin for unusual spots or changes – with two in five checking at least monthly compared to 3 in 10 over-45s.
They also have most interest in learning more about skin health, with online resources (31%) and social media (25%) as their go-to sources.
Experts point to the rise of ‘skinfluencers’ and the booming skincare industry as key factors in this generational shift.
The popularity of the ‘clean aesthetic’ – a beauty trend focusing on fresh, natural-looking skin – is likely encouraging younger consumers to prioritise skin health alongside their appearance.
Despite their caution, this same group also reported the highest levels of intentional tanning activities, highlighting a complex balance between skin safety and beauty ideals.
The survey found that 55% of 18-44-year-olds intentionally tan, whether in the sun, on sunbeds, or both, compared with just 28% of those aged over 45.
Andrew Healy MBE, chief executive of Medicash, said: “It’s encouraging to see younger people embracing skin health checks and sun protection, but there’s still work to do when it comes to reducing risky tanning habits.”
Since 2020, Medicash have partnered with Skinvision, an app that combines advanced AI technology with dermatologist expertise to assess skin spots.
“Our partnership with Skinvision ensures policyholders have instant, expert-backed tools at their fingertips – helping them take action quickly and potentially saving lives,” adds Healy.
