New research by Medicash has revealed that adults under 45 are leading the way in skin health awareness and prevention, although many continue to embrace tanning practices despite potential risks.
The survey, carried out by OnePoll on behalf of Medicash and involving 2,000 UK adults, found that Gen Z and Millennials (aged 18-44) are the most proactive when it comes to protecting and monitoring their skin health.
Respondents in this age group expressed the greatest concern about developing skin cancer, the highest usage of sun protection methods like SPF and shade-seeking, and the most confidence (48%) in identifying potentially harmful moles compared to older participants.
Two in five younger adults reported checking their skin at least once a month for irregularities, compared with just three in ten people aged over 45. They also showed the strongest interest in learning more about skin health, with 31% relying on online resources and 25% turning to social media for information.
Industry experts attribute this trend to the influence of skincare-focused content creators, “skinfluencers,” and the booming beauty industry. The widespread adoption of the “clean aesthetic” movement – celebrating fresh, natural-looking skin – is also thought to be shaping younger consumers’ attitudes towards skincare and wellness.
However, the study revealed a notable contradiction: despite their heightened awareness, 55% of adults aged 18-44 intentionally tan in the sun, use sunbeds, or both, compared to only 28% of those aged over 45.
To promote early detection, Medicash offers its policyholders free access to SkinVision, a CE-certified app combining artificial intelligence and dermatologist expertise to assess skin spots. Users can photograph a mole or blemish and receive a rapid risk evaluation, helping them act quickly if further medical advice is needed.
Andrew Healy MBE, CEO 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. Our partnership with SkinVision ensures policyholders have instant, expert-backed tools at their fingertips – helping them take action quickly and potentially saving lives.”
Since the launch of the partnership in summer 2020, Medicash policyholders have completed over 255,000 scans using SkinVision, identifying nearly 1,400 clinically validated cases of skin cancer.
One success story is Melanie’s. After noticing a mole on her shin changing shape, she used the SkinVision app included in her Medicash plan and received a high-risk result. Following the app’s guidance, she consulted her GP, was referred to a dermatologist, and was diagnosed with stage 1 melanoma. Her early action led to effective treatment and a positive recovery.
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.”