A new Medicash study has revealed that younger UK adults are driving improvements in skin health awareness, yet many still engage in tanning practices despite understanding the associated dangers.
The research, conducted by OnePoll for Medicash and involving 2,000 UK adults, shows that Gen Z and Millennials (aged 18-44) are far more proactive than older generations in protecting and checking their skin.
This age group reported the highest levels of concern about skin cancer, the most frequent use of sun safety measures such as SPF and seeking shade, and the strongest confidence (48%) in identifying abnormal moles compared to older respondents.
Two in five younger adults said they check their skin for unusual changes at least monthly, compared to only three in ten people aged over 45. They are also the most eager to learn more about skin health, favouring online information (31%) and social media (25%) over traditional sources.
Industry experts suggest this surge in awareness is being driven by skincare influencers, social media beauty trends, and the rapid growth of the skincare sector. The “clean aesthetic” movement, which promotes fresh, natural-looking skin, is also credited with shaping younger generations’ attitudes toward self-care.
Despite this growing awareness, the report uncovered a paradox: 55% of 18-44-year-olds intentionally tan in the sun or on sunbeds, compared to just 28% of those over 45.
To help policyholders detect potential issues early, Medicash offers free access to SkinVision, a CE-certified app using AI combined with dermatologist expertise to analyse skin spots. The app allows users to take a quick photograph of a mole or blemish and receive an instant risk assessment.
Andrew Healy MBE, CEO of Medicash, commented: “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. Our partnership with SkinVision ensures policyholders have instant, expert-backed tools at their fingertips – helping them take action quickly and potentially saving lives.”
Since summer 2020, SkinVision has supported Medicash policyholders in carrying out more than 255,000 scans, identifying nearly 1,400 clinically validated cases of skin cancer.
One notable example is Melanie’s experience. After spotting changes to a mole on her shin, she used the SkinVision app provided via her Medicash plan and received a high-risk assessment. Following its advice, she consulted her GP, was referred to a dermatologist, and diagnosed with stage 1 melanoma. Her early detection allowed for prompt treatment and a successful outcome.
Erik de Heus, CEO of SkinVision, added: “Skin cancer is one of the most common cancers in the UK, but also one of the most treatable when caught early. Through our partnership with Medicash, we’ve been able to help thousands of people take control of their skin health, supporting early detection that often leads to less complex treatments and reduces the pressure on healthcare professionals in these busy times.”
“Melanie’s story is a powerful reminder of how quick action and accessible technology can make all the difference.”
