A recent study has uncovered a troubling trend: many Britons are disregarding heat health alerts, with Baby Boomers—those born between 1946 and 1964—being the least likely to follow safety advice. Researchers from the University of East London surveyed over 1,000 individuals about their awareness and response to these warnings, finding that 30 per cent of respondents never saw the alerts, and 41 per cent failed to take any action after receiving them.
Digital Communication Gap
Lead researcher Dr Mehri Khosravi explained in The Conversation that exposure to alerts was particularly low among older adults, lower-income households, and those with less education. She noted that digital communication methods, such as social media, online news, and weather apps, are the primary channels for these alerts, yet older people are among the least digitally connected. This group is also among the most vulnerable to extreme heat.
The UK Health Security Agency and Met Office issue heat health alerts when dangerously hot weather is forecast, ranging from yellow (least severe) to red (most severe). For instance, a yellow alert was recently issued for parts of northern England and Yorkshire, while an amber alert covered the Midlands, East Anglia, and London.
Low Response to Lower-Level Alerts
Dr Khosravi emphasised that these alerts are designed to reduce strain on health services and encourage precautions. However, many heatwave deaths occur during yellow and amber alerts, when people may underestimate the risks. The survey, conducted in August 2025 with 1,097 participants, revealed that among those who saw alerts, only 59.3 per cent took protective action. Response rates varied by severity: 73.1 per cent acted after a red alert, compared to 41.7 per cent for amber and just 24.3 per cent for yellow.
Age was a significant factor: younger adults (25–44) were more likely to have encountered alerts than those aged 65 and over. Dr Khosravi pointed out that many people in England do not perceive heat as a serious personal health risk, partly because heat is culturally associated with good weather. Others are unsure what actions to take or misunderstand alert levels.
Call for Improved Communication
The findings, published in Energy Research & Social Science, highlight the need for better heat-risk communication. Dr Khosravi argued that adaptation to extreme temperatures requires changing risk perception and behaviour, not just infrastructure. She recommended clearer communication through health and social care systems, rather than relying mainly on digital platforms, to reach vulnerable groups more effectively.
