Brits have fallen out of love with sunbathing with many now heeding the warnings, as new research has revealed that only 3 in 10 Brits consider themselves to be ‘sunseekers’ — a term coined to describe people who spend most of their time exposed to the sun.
Brits are continuing this sun safe trend by also getting sunscreen savvy, as it has been revealed that nearly half (40%) of people across the country opt for SPF30 as a standard sunscreen purchase and almost a third (30%) of them say that they prefer the higher SPF50+ protection instead.
The research, commissioned by the UK’s leading cider brand Kopparberg, found that over two-thirds of Brits (79%) take sun protection seriously, with half (50%) taking it more seriously than 5 years ago, with those aged 25-35 most likely to adopt this view (83%).
The data also showed that while women are more aware of the importance of sun protection with 82% saying they take it seriously, men are also increasingly recognising its importance, with 75% of them taking it seriously as well.
The study, which polled 2,000 people, highlighted an increasing nationwide adoption of sun-safe practices, revealing that nearly 9 in 10 (88%) Brits apply sunscreen at least once daily and over two-thirds of Brits (68%) spend only up to 4 hours outside on a sunny day.
Despite improvements in sun protection awareness and efforts, a significant knowledge gap persists among Brits — with almost a third of Brits (29%) claiming that there isn’t enough awareness about any dangers of UV exposure and sun protection. This opinion is particularly prevalent among younger people, with 34% of those aged 18 to 24 and 32% of those aged 25 to 34 expressing agreement with this belief. The study also revealed that nearly half (43%) of Brits are unaware that sun damage can occur even on cloudy days with 7 in 10 (71%) not realising that it can also happen through clothing.
In response to the findings, Kopparberg has partnered with UK charity Melanoma Fund to encourage Brits to drink responsibly this summer by launching its very own SPF50 sunscreen, part of its multi-million pound campaign Drink Responsibly This Summer, which is aimed at promoting sun-safe lifestyles among Brits whilst also helping raise awareness for the important work the charity does
Rob Salvesen, Head of Marketing at Kopparberg, said: “At Kopparberg, we want people to embrace and enjoy the summer responsibly. With longer, sunnier days approaching, it’s important to raise awareness about sun protection. That’s why we’ve launched our summer-long Drink Responsibly This Summer campaign alongside the SPF50 sunscreen — we want to encourage Brits to take the necessary precautions against harmful UV exposure while still making the most of the sunny season. Together with the Melanoma Fund, we hope to educate the public on smart sun safety habits so they can confidently revel in the warm weather without compromising their health.”
One of the main factors contributing to this change was a better understanding of the risks associated with skin cancer and sun damage, mentioned by more than half (58%) of those surveyed. Additionally, over 4 in 10 of Brits (44%) listed the desire to protect themselves from the effects of sun exposure as one of the reasons contributing to their heightened mindfulness regarding sun exposure, while over a third (35%) pointed to an overall increase in health consciousness.
Michelle Baker, CEO of Melanoma Fund, said: “Melanoma is dangerous yet mostly preventable with considered sun safety practices. This includes seeking shade, wearing protective clothing, and applying SPF30+ sunscreen, especially during the sun’s peak hours from 11am to 3pm. Staying hydrated is crucial, and if you are drinking alcohol, alternating it with water can help maintain hydration levels under the sun. Our mission is to empower active lifestyles by preventing all types of skin cancer, which is why we’re excited to partner with Kopparberg to address this issue and promote responsible drinking habits this summer.”
With their SPF50 sunscreen and Drink Responsibly This Summer campaign, Kopparberg is on a mission to help people enjoy those sunny summer days the smart way, all the while keeping their skin safe from harmful UV rays. The sunscreen will be available across select UK pubs this summer, allowing visitors to experience first-hand protection against harmful UV rays.
Visit the page here for more tips on sun protection, curated by the Melanoma Fund as part of their Sunguarding Outdoors campaign, in support of Kopparberg’s ‘Drink Responsibly This Summer’ campaign.
