RNLI launches Float to Live campaign as Gen Z underestimate coastal risk

The RNLI has launched its latest Float to Live campaign after new research suggested that Gen Z significantly underestimate the risks of open water and the coast. 

In 2024, there were 193 accidental drowning fatalities in the UK, with males accounting for 84% of deaths. Males aged 20 to 29 were the highest group for accidental drowning fatalities, with more 20-29-year-olds drowning in 2024 than any other age group. 

RNLI survey results showed that 44% of Gen Z believe they are not as likely as their friends to get into trouble in the water. Some 37% said they would stand close to the edge of open water for a good photo, compared with 27% of all other respondents. 

A further 26% said following safety rules would spoil their enjoyment of open water, while 28% said they would not want to seem overly cautious in front of friends. However, 96% of Gen Z said being safe around water was important to them. 

The campaign was launched at The Wave in Bristol, an inland surf location that simulates real waves. The RNLI estimates that 48.97 million people will visit the coast at least once this summer.