Cancer rates are rising fastest among younger adults. Between 1990 and 2019 there was an 80% rise globally in cancer incidence in the under 50s1 and almost 35,000 25–49-year-olds in the UK were diagnosed with cancer in 2019 alone2. Yet younger adults remain the least informed when it comes to cancer prevention. They’re also less likely to have access to support through national screening programmes or private health insurance.
A recent report by Edge Health in partnership with Royal Marsden Partners highlighted that even if young people present with symptoms, misdiagnosis, misattribution of symptoms, or under-weighting of risk is more likely because of their age.3 While GPs need the tools and training to catch early symptoms of cancer, if we are to avert a rapidly advancing health crisis among young people – who make up the majority of today’s workforce – it’s vital that they are well educated about cancer and its risk factors.
Yet, as this report shows, young people – and particularly young men – are often unaware of the links between lifestyle and cancer. With 40% of cancers preventable through lifestyle changes, education and early detection4, the need for new approaches to engaging younger employees could not be more urgent. This report shares new insights from our research conducted with Censuswide. It examines what younger employees understand about cancer risk, identifies key gaps in knowledge and suggests the role employers can play in bridging them.
At Perci, we believe cancer prevention isn’t optional. It’s essential.
What we measured
In April 2024, Perci partnered with Censuswide to survey 2,000 people from 16 to 55. They were asked about their understanding of national screening programmes and cancer risk factors, their concerns about cancer, and the degree to which they believe employers have a role in education around screening.
This report focuses on understanding of lifestyle-related cancer risk factors, experiences of receiving information on the topic, and beliefs about the role of employers in prevention and education, in the young working age population.
While wider data concerned with young-onset cancer often focuses on the under-50s, this report specifically looks at survey responses from the 16–34 age range. As we will see, the health literacy of this younger cohort differs greatly from their older peers, and consideration of these insights is urgently needed to effect change.
What we learned
01
Many young people, and especially young men, lack knowledge about key cancer risk factors
The World Cancer Research Fund lists smoking, body weight and obesity, sun and UV rays, and alcohol, as the top four cancer risk factors. Our research revealed a concerning lack of knowledge about these among younger adults.
Smoking
Figure 1. What percentage of respondents link smoking to the development of cancer?
Smoking is the leading cause of cancer in the UK and worldwide, responsible for more than 8 million premature deaths globally each year.5 Yet 79% of lung cancer cases are preventable.6 Our survey revealed that awareness of smoking as a cancer risk factor increases steadily with age, with those over 45 generally having a good understanding of the link between smoking and cancer.
Women’s knowledge, as demonstrated in Figure 1, of smoking as a cancer risk factor is slightly better than men’s. But while there is a mere 4% disparity in understanding between men and women aged 55+, the difference for younger adults is much more pronounced: 56% of women aged 16–24 link smoking and cancer, compared to only 31% of men the same age – a disparity of 25%.
That comparatively few men of young working age recognise smoking as a risk factor should be concerning to employers, especially given rising cancer rates. Despite a general decline in smoking over the last 20 years, just under 10% of UK people aged 18–24 still smoke7, and men are consistently more likely to smoke than women. Successful cancer prevention initiatives must focus on this group.
While wider data concerned with young-onset cancer often focuses on the under-50s, this report specifically looks at survey responses from the 16–34 age range. As we will see, the health literacy of this younger cohort differs greatly from their older peers, and consideration of these insights is urgently needed to effect change.
Sun and UV rays
Figure 2. What percentage of respondents link sun exposure to the development of cancer?
The majority of skin cancers are caused by too much UV radiation from the sun and sunbeds, and the survey results showed that awareness of this link is, on average, good. However, once again, awareness decreases sharply among younger respondents. Just 34% of young men in our survey linked sun exposure to cancer risk, compared to 45% of women the same age and 81% of women aged 55+.
This knowledge gap is concerning owing to a recent resurgence in deliberate sun exposure and sunbed use among young adults, driven partly by social media. Charity Melanoma Focus has recently highlighted that only 52% of 18-25 year olds know that sunbed use increases the risk of skin cancer, and, worryingly, 23% believe that sunbed use actually decreases risk.
Meanwhile, incidence of melanoma is increasing in young people aged 16–24 years. NHS England has identified that around 15% of cancers diagnosed in people aged 15–24 years are skin cancers, ‘Which may be preventable by avoiding UV light exposure and burns from sunlight and use of sunbeds’.
While the NHS continues to stress that there is no safe or healthy way to get a tan, it appears that, for young adults at least, the message isn’t getting through, or is being disregarded – leading to very real consequences, both for them and for their employers.
Alcohol
Figure 3. What percentage of respondents link high & moderate alcohol consumption to cancer risk?
Drinking any type of alcohol increases the risk of seven different types of cancer and both the WCRF and NHS clearly state that there is no safe level of drinking. While the risks of smoking and sun exposure have been at the forefront of cancer prevention education for years, only recently has alcohol consumption become a focus. This is reflected in the survey results, with both men and women reporting less understanding of alcohol as a risk factor.
What stands out once again is the mismatch in levels of health literacy between young men and young women. While for older age groups, understanding of high alcohol consumption as a risk factor is roughly equivalent, for younger adults, this is not the case: as figure 3 shows, only 25% of men aged 16–24 and 41% aged 25–34 make this link, compared to 44% and 52% of women in the same age groups.
The risks of moderate alcohol consumption are understood less well across the board. In fact, overall recognition of moderate alcohol consumption as a risk factor is half that of high consumption. But the same trend prevails – with young men noticeably less informed than their female peers. Additionally, the variation in understanding between younger men and older is significantly greater than between younger women and older. Taking moderate alcohol consumption as an example, only 5% fewer women 16–24 are able to make this link than women aged 55+, while for men aged 16–24, that figure is 17%.
That young men lack knowledge about the risks of alcohol consumption in comparison to both their female peers and older men is a particular concern. NHS data highlights that 75% of 16–24-year-olds reported drinking in the past year, more than a third drink weekly and 1 in 5 show signs of risky or dependent drinking – the highest of any age group. Our data very much supports the WCRF statement that, ‘Clearly there is more work to do to educate people around the risks of alcohol consumption at any level.’
Bodyweight, exercise and diet
Figure 4. Which groups are most and least informed about the link between cancer risk, and bodyweight, diet and exercise?
There is strong evidence that being overweight or living with obesity throughout adulthood increases the risk of at least 12 different cancers. Body weight is not only associated with cancer risk, but also the risk of cancer recurrence and cancer outcomes. In contrast to other risk factors, it is men over 55 who have the greater understanding of this risk. Younger men have the least: less than half the number of males aged 16–24 link cancer risk with being overweight. This despite the fact that 35% of men aged 16–24 are overweight, obese or morbidly obese, putting them at risk.
The survey also asked respondents about their perception of lack of exercise as a cancer risk, as well as the risks associated with a diet lacking in fibre from fruits, vegetables, and wholegrains. While there is notably less understanding of these risks than those outlined in the sections above, both men and women have a similar understanding. If we look again at younger adults, 24% of males aged 16–24 recognise diet as a risk factor, compared to only 25% of females, while 32% of males aged 25–34 recognise lack of exercise, compared to 31% of females the same age.
The survey also asked respondents about their perception of lack of exercise as a cancer risk, as well as the risks associated with a diet lacking in fibre from fruits, vegetables, and wholegrains. While there is notably less understanding of these risks than those outlined in the sections above, both men and women have a similar understanding.. If we look again at younger adults, 24% of males aged 16–24 recognise diet as a risk factor, compared to only 25% of females, while 32% of males aged 25–34 recognise lack of exercise, compared to 31% of females the same age.
Perceiving no risk
Cancer incidence rates among 25–49-year-olds in the UK increased by 22% from the early 1990s to 2018 – a bigger percentage change than in any other age group. Yet 11% of survey respondents do not think any risk factors are related to cancer. Younger men and women are more likely to have this perception: 14–15% of men and women aged 16-24 don’t think any risk factors are related to cancer, but it’s men aged 25–34 who are most likely of all age groups to believe this, at 16%.
Under 50s are not only at increasing risk of cancer but the only age group for which the risk of all types of cancer is rising. Research suggests that some element – or perhaps combination of elements – of lifestyle factors is impacting the health of younger adults. What is clear is that clinically-reliable and appropriately delivered education is essential.
The growing problem of cancer misinformation
Macmillan’s recent briefing on cancer misinformation highlights how harmful myths spread faster than facts online, with social media often amplifying unverified claims. This poses a particular risk to younger people, who are the most digitally engaged generation.
A study published in 2021 found that, of 200 social media articles about the four most common cancer types, 32.5% contained misinformation and 30.5% contained harmful information. Furthermore, the study found that articles containing misinformation or harmful information tended to receive more user engagement than accurate articles, meaning misleading content may spread further and more quickly.
The sheer volume of misleading cancer content online can overwhelm people who are just looking for answers. This is where trusted, clinically backed voices are more vital than ever.
Nick Michell, Clinical Exercise Coach, Perci Health
Younger generations, however, are also driving the growth of trusted clinical content creators. Doctors, nurses, dietitians and psychologists are building large followings on TikTok, Instagram and YouTube. Their success shows that younger audiences want health education, but they demand it in relatable, bite-sized and digital-first formats.
Countering misinformation and improving cancer literacy in young employees has clear benefits for their own health – potentially leading to healthier behaviours, greater screening uptake (when eligible), improved knowledge of signs and symptoms and earlier diagnosis. It may also lead to greater empathy for older employees living with or beyond cancer, and for those caring for a loved one with cancer, whose successful return to work and/or accommodations often rely on the understanding of colleagues.
02
Despite efforts, cancer education is failing to reach younger people, leaving at-risk groups uninformed
It’s clear that effective education, starting at an early age, is required in order to keep the working age population well informed about lifestyle choices that impact their cancer risk. The question is, how should this education be delivered and which channels are most effective for young adults? In order to better answer this question, we asked our survey participants how they have received this kind of education in the past.
Figure 5. When it comes to receiving information about lifestyle factors which increase cancer risk and the importance of cancer screening, which channels are most popular with which young adult groups?
The primary care challenge
The survey responses suggest that when it comes to delivering cancer risk education, the NHS has been taking a primarily offline approach: more than half of young men aged 16–34 say they’ve received information during GP or healthcare appointments, and just under half of women the same age. And, as figure 5 shows, respondents in these age groups also want to receive information this way. Yet, 37–41% of men and 34–35% of women aged 16–34 said they’d never received information via GP or healthcare appointments.
While offline communication might be a preference of both healthcare providers and young adult patients, it’s only effective when it actually happens. A study published in 2023 found that frequency of GP consultations for all reasons was higher among women and those aged over 75. It is also known that men of working age are significantly less likely to see their GP than women. This means that young adults, and particularly young men, who have relatively infrequent contact with primary care, don’t have the opportunity to receive information in the way they – and the NHS – prefers.
Missing men
When it comes to young men, it isn’t only education via GP or healthcare appointments that isn’t hitting its mark. The data speaks of young men being virtually bombarded by educational information via every means possible, and yet, as we’ve seen, they’re the least likely of all age and gender groups to recognise smoking and alcohol consumption as risk factors for cancer.
Men ages 16–34 are almost 20% more likely to report being given information via leaflets and brochures than men aged 45–55+
Men aged 16–24 are far more likely to have received more than one educational text message than any other group (and 9% more likely than their female counterparts)
Men aged 16–24 also say they’ve received more information via email and mobile apps than any other age group (although almost an equal number of women 16–24 have also received information via mobile app)
The natural conclusion is that the gap between how young men learn and what is currently being delivered is, at least partly, responsible for their concerning lack of knowledge. If a key way to reduce the impact of cancer is through risk reduction and early diagnosis, and vital health information isn’t being communicated in a way that resonates with people, the opportunity to achieve both is being missed.
Meeting young people where they are
To truly support young adults, health information needs to be relevant, accessible, and dynamic, meeting people where they are, both in content and in delivery, while being culturally sensitive and inclusive.
Providing cancer education in schools is proven to be effective, with a 2013 study showing that awareness significantly increased after an intervention, however prioritising space in an already stretched curriculum day to deliver this is a challenge.
Digital education provides a potential, very effective alternative. If we look again at the data in the nearby table, education via digital channels is favoured either equally, or only slightly more or less, than offline:
For men aged 25–34, education via email is more popular than via GP/healthcare appointments, for women the same age email is equally as popular
For males and females aged 16–24 education via video or social media is a close second choice by only by 1–4%
Men aged 25–34 and 35–44 were the most likely of all groups to say they’d like to receive information through mobile apps
It’s clear that digital channels have the potential to create real engagement with the groups at increasing risk of cancer, but that one size most certainly does not fit all. Different genders and age groups have different communication preferences within the digital realm, so effective education must be multi-channel and highly targeted.
03
Men and women of young working age believe most strongly that cancer education should happen in the workplace
While the survey results speak of a young adult population largely uninformed – or misinformed – about cancer risk factors, and of communication that isn’t reaching them, there is good news: The workplace is increasingly seen as a trusted setting for health education.
Figure 6. I believe that employers have a responsibility to support education and awareness for cancer prevention for their employees
If current education is inadequate to ensure effective cancer risk reduction and prevention strategies, who can make a difference? The answer is employers. 65% of respondents agree that cancer prevention and early detection education is important in the workplace.
As might be expected, agreement is highest among those of young working age: 60–66% of men and women aged 25–44 – the very group facing the steepest rise in cancer incidence, and who generally have high expectations of employee benefits and workplace wellness. Furthermore, 55% agree that employers have a responsibility to support cancer education, awareness and screening for cancer prevention and early detection.
The only way to move the needle on cancer prevention is by making vital health information as accessible and relevant as possible. The survey asked respondents how much more likely, if at all, they would be to engage with cancer prevention and early detection initiatives if they were integrated into workplace wellness programmes. Once again, the young working age population was strongly in favour, with 59–61% of men and women aged 25–44 stating that they would be more likely to engage with content in this way.
Health and safety legislation already requests that organisations assess risks, plan preventative measures and provide health advice to employees. Expanding these offerings to include cancer education is entirely appropriate given the rising risk it presents to young employees, and subsequently their employers.
What can employers do?
Employers have a clear opportunity – and responsibility – to act. With younger employees most at risk yet least informed, the survey results clearly show that workplace wellbeing programmes can fill the gap left by traditional health education. The guidance below outlines what employers can do to support their young adult employees in this critical area:
01
Tailor specific risk reduction education to each age and gender group
If the data shows anything, it’s that not every age and gender group shares the same knowledge, or lack of knowledge. For example, while young men could clearly benefit from broad education about lifestyle-related cancer risk, the data shows that all young adults require education about nutrition and exercise, and that middle-aged women need focused information about alcohol. Accordingly, successful wellbeing programmes need to segment their audience by need.
02
Deliver education through the right channels
The data shows that information offered through GP appointments and leaflets won’t engage Gen Z or young millennials, while slightly older audiences prefer content-rich mobile apps and email. Employers have a unique opportunity to deliver information via the channel that will most connect to its intended audience, helping messaging to land and making a difference to employees’ lives.
03
Deliver education in the right format
We know that current healthcare information is typically not multi-channel, easily digestible content and fails to engage through formats that resonate with younger generations. To achieve its aim, cancer risk education needs to feel targeted and modern, bite-sized and easy to understand.
04
Counter misinformation with trusted sources
Employers can actively combat misinformation by offering employees content from clinically verified organisations such as Perci and Macmillan, as well as leveraging trusted clinical content creators who are growing rapidly on social platforms. By ensuring evidence-based voices are amplified, employers can help protect younger employees from harmful myths.
05
Integrate cancer education into workplace wellness
Cancer prevention information should not be a bolt-on. By embedding education, risk assessment and navigation into existing wellbeing and benefits programmes, segmenting it by group and ensuring targeted, multi-channel delivery, employers can support healthier, more informed workforces – and reduce long-term costs.
Conclusion
Cancer rates in younger employees are rising, yet their awareness of preventable risks is alarmingly low. Current health education approaches are not fit for purpose – but employers can help change that. By integrating trusted, engaging, evidence-based cancer education into workplace wellness programmes, businesses can:
Empower younger employees to make lifestyle changes that reduce cancer risk
Improve early detection and participation in screening
Build a healthier, more informed workforce
Reduce long-term healthcare costs
Demonstrate genuine commitment to employee wellbeing
At Perci, we believe no employee should be left without access to the knowledge and support they need to reduce their risk of cancer. Together, employers and Perci can help shift cancer care from reactive to preventative – and change outcomes for an entire generation.
About Perci
Whole Human Cancer Care, from risk to recovery.
Perci Health is redefining cancer care with a proactive, evidence-based model that spans prevention, early detection, treatment support, and recovery. Backed by leading oncologists and partnered with Macmillan Cancer Support, we combine human experts with smart technology to close the biggest gaps in cancer care. The result is earlier intervention, faster recovery, and more cost-effective outcomes for individuals, employers, and insurers.
Our impact so far:
At Perci, we believe no employee should be left without access to the knowledge and support they need to reduce their risk of cancer. Together, employers and Perci can help shift cancer care from reactive to preventative – and change outcomes for an entire generation.
About Censuswide
Censuswide specialises in robust, high-quality market research for the global communications industry. Offering both quantitative and qualitative methodology, their quick turnaround surveys deliver accurate results in line with clients’ brand message and trusted by media. Censuswide is a member of Esomar – a global association and voice of the data, research and insights industry – and complies with the MRS code of conduct based on the Esomar principles.