A new study suggests that individuals born between 1946 and 1964, often referred to as Baby Boomers, are among the least likely to follow safety advice during extreme heat events. Researchers from the University of East London surveyed over 1,000 individuals in the UK and found that a substantial number are not seeing or acting on heat health alerts, despite the increased risk posed by high temperatures to this demographic.
The study revealed that 30 percent of Britons do not encounter heat health alerts when they are issued, and 41 percent of those who do see the alerts fail to take protective action. Dr. Mehri Khosravi, a researcher involved in the study, noted that exposure to these warnings was particularly low among older adults, lower-income households, and individuals with less formal education.
"Digital communication appears to be part of the problem," Dr. Khosravi explained in an article for The Conversation. "These heat–health alerts are typically communicated through social media, online news coverage and weather apps, yet older people are among the least digitally connected."
Heat health alerts are issued by the UK Health Security Agency and the Met Office when hot weather is anticipated. These alerts range from yellow, indicating the least severe level, to red, signifying the most severe. Even lower-level warnings, such as yellow alerts, can be associated with heatwave deaths, especially when individuals underestimate the risks or fail to take precautions.
The online survey, conducted in August 2025 with 1,097 participants, found that 70 percent had encountered heat alerts. Among these, 59.3 percent took protective action, while 40.7 percent did not.
Age was found to be significantly associated with alert exposure. Younger adults, particularly those aged 25-34 and 35-44, were more likely to report seeing heat alerts compared to adults aged 65 and older. The study, published in Energy Research & Social Science, indicated that while awareness is a factor, the severity of the alert also influences the likelihood of action. Nearly three-quarters of respondents (73.1 percent) reported being very likely to act following a red alert, compared to 41.7 percent for amber warnings and only 24.3 percent for yellow alerts.
Dr. Khosravi highlighted that for those who received alerts, only 25 percent reported taking protective action after a yellow alert, a figure that rose to 72 percent under a red alert. This suggests that many people in the UK do not perceive heat as a serious personal health risk, or they may be unsure about the specific actions to take or the meaning of different alert levels. Culturally, heat in the UK has often been associated with pleasant weather, which can make it more challenging for people to recognize when high temperatures become dangerous.
The researchers suggest that improved heat-risk communication is necessary. "Adaptation to extreme temperatures is not only about changing buildings or installing air conditioning," Dr. Khosravi stated. "It is also about changing heat risk perception, behaviour and improving how heat risk is communicated to the public. Clearer and more trusted communication, particularly through health and social care systems rather than relying mainly on digital platforms, could help reach vulnerable groups more effectively."