New data shows Gen Z underestimate risk at the coast

• RNLI launches its Float to Live campaign – see video and imagery here: https://source.rnli.org.uk/share/DCA3BD8B-571C-4976-9BB44A62CD3F1443/

• Please get in touch if you would like to arrange an interview with case studies or spokespeople quoted in the release

Today, the RNLI launched its Float to Live campaign and issued safety advice as new research reveals that Gen Z significantly underestimate risk at the coast. In 2024, there were 193 accidental drowning fatalities in the UK and 84% were male. Males aged 20 to 29 were the highest group for accidental drowning fatalities[1].

The results from the RNLI survey that showed 44%[2] of Gen Z think they are not as likely to get into trouble in the water as their friends and 37% said they would stand close to the edge of open water if it was worth it for a good photo, compared to just 27% of all other respondents.

A further 26% said that following safety rules would spoil their enjoyment of open water, whilst 28% said they wouldn’t want to seem overly cautious around open water in front of their friends. Almost half (44%) of Gen Z said their friends would not be afraid to take risks near the water, significantly higher than the rest of the respondents with 37% agreeing.

Although Gen Z are more likely to take risks at the coast, over a third (36%) said they would not know to float if they got into trouble in the water. However, 96% of Gen Z also said that being safe around water was important to them. More 20–29-year-olds drowned in 2024 than any other age group[3].

The RNLI launched its Float to Live campaign at the Wave in Bristol today, a unique inland surf location that simulates real waves. As the summer holidays approach, the RNLI is urging people to remember the lifesaving technique if they get into trouble in the water. It is estimated that 48.97M people[4] will be heading to the coast at least once over the summer.

Emmie Seward Adams, Water Safety Delivery Support from the RNLI, says: ‘These figures clearly tell us that whilst young people are open to taking risks at open water and the coast, they wouldn’t know what to do if they get into trouble in the water.

‘We know that there will be a huge amount of people visiting open water and the coast over the coming months and we want everyone to remember our Float to Live advice. Instinctively, most people who find themselves struggling in the water will begin to panic, swim, or thrash about.

‘We’re urging people to ignore this instinct and remember to float: Tilt your head back, with your ears submerged. Relax and try to breathe normally. Move your hands and legs to help you stay afloat if you need to. It’s fine if your legs sink – we all float differently. By doing this, you give yourself the chance to rest and recover your breathing. Once you’ve regained control of your breathing, you can call for help or swim to safety.’

Jordan Wylie, award winning adventurer and TV personality was on hand to help with the launch and helped by having a go at floating along with RNLI lifeguards.

Jordan said: ‘If you remember one thing this summer when heading to the coast, make sure it’s the RNLI’s Float to Live advice. This simple technique really could save your life if you get into trouble in the water.’

The Float to Live technique saved the life of Euan and his brother last summer when he got into trouble in the water.

The two brothers, Euan, aged 22 and Andrew, aged 20, were at Longsands beach last summer enjoying the surf. Euan left the water to get a different surfboard and whilst he was out of the sea, he saw his brother being pulled towards a well-known rip current. He shouted for his brother to swim back but he couldn’t, so Euan ran in to help him.

Euan said: ‘It was easy to swim out to my brother but really hard to swim back against the rip. I had a word with my brother and said we need to swim hard or we’ll be in trouble. As we tried to swim, we just weren’t getting anywhere, it was like swimming on a treadmill.’

They ended up on different sides of the rip, which pulled them further away from each other until Euan could only see his brother every time a wave lifted them. Then after a while, it dragged them further apart until he couldn’t see Andrew anymore.

Euan said: ‘Ultimately, I feared I might drown. I feared that people hadn’t seen us in the water struggling and they hadn’t called the RNLI. As I got dragged away from Andrew, I feared the worst for him too.’

Luckily, Euan remembered the RNLI’s Float to Live technique and floated on his back whilst he waited for help to come. Whilst he was floating, he saw the Cullercoats Lifeboat approaching and felt immediate relief.

‘The moment I saw it come over the horizon was incredible. I was very aware that I probably wouldn't survive if help wasn't on the way. At that moment I knew I could float long enough for it to get over to me. As soon as you see that orange boat, you know you’re safe.’

Once the crew rescued Euan, they let him know that his brother was also safe. Andrew had managed to get back to shore and was waiting for Euan at the station.

Imagery and video of Euan can be viewed here: https://source.rnli.org.uk/share/59B82686-0D6A-4AA6-99A8540C406681DD/

The charity’s advice for anyone struggling in the water is ‘Float to Live’:

· Tilt your head back, with your ears submerged

· Relax and try to breathe normally

· Move your hands and feet to help you stay afloat

· It’s fine if your legs sink, we all float differently

· Practise floating in a local pool if you can.

If you see someone else struggling in water:

· Phone 999 to get help

· Tell them to stay calm and float on their back

· Throw rescue equipment to help them float until emergency services arrive

For more information visit RNLI.org/Float.

RNLI Media Contacts

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Becky Cheers [email protected]

RNLI Press Office, 01202 336789, [email protected]

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