We’re proud to launch our consumer research study, ‘Bruised Britain’, which sheds light on the physical and financial impacts that accidents have on individuals and families across the UK.
Our latest Bruised Britain consumer research takes a different lens - looking not at physical accidents, but at the climate of fear shaping how people feel about their lives and finances right now.
The nation's sense of safety is falling, and fast
Almost half of UK adults (45%) now feel less safe than they did 10 years ago - a figure that jumped seven points in just one month, from 38% in February to 45% in March 2026.
Looking back further, the picture is even starker: 53% feel less safe than 20 years ago, rising to 57% compared with 30 years ago.
Consumer concern about terrorism around the globe leapt from 45% in February to 59% in March - the single biggest driver of unease. Worries about geopolitical instability (such as the Middle East) rose from 41% to 52% over the same period.
Other fears weighing on people include:
Almost half (54%) of fearful adults don’t feel safe being in crowded places (up from 45% in February). Travel outside the UK is also a driver of fear, seeing the sharpest monthly rise - from 19% to 31%. Attending large, organised events is now a concern for 35% of fearful adults, up from 26%.
Travelling alone remains a particular concern for women - 61% said they feel less safe doing so, compared to 32% of men.
Alongside rising anxiety, our research found a meaningful increase in interest in financial protection.
Four in 10 (41%) fearful adults said they are now more interested in protection insurance products in March, up from 28% in February.
Interest in specific products also climbed sharply:
The Bruised Britain: Modern Day Fears study was conducted by Opinium Research in February and March 2026 among 2,000 UK adults.
Following the success of our first Bruised Britain research report, Part 2 delves deeper into how everyday accidents shape the nation’s financial wellbeing. Based on data from 5,000 adults, this report highlights generational attitudes, awareness gaps, and the scale of lost earnings
It’s a timely reminder of why accessible, flexible products like Friendly Shield and Accident Only Income Protection can help close the protection gap and build financial resilience across generations.
Everyday accidents are more common than many people realise, with significant consequences for health, finances, and daily life.
In the UK, nearly a third (29%) of adults have experienced at least one accident in the last three years, rising to 37% among those aged under 35.
Accidents can range from minor injuries to life-changing incidents. The most common outcomes include:
‘Bruised Britain’ found that a fifth (20%) of individuals had to change their daily routines due to an accident.
Alarmingly, almost one in five (15%) of those who experienced an accident in the past three years now live with a long-term disability or health condition as a result.
Among under-35s, this figure rises to 23%, showing how accidents can have lasting effects for many.
Accidents don’t just disrupt lives physically – they also have profound financial consequences. ‘Bruised Britain’ found that:
Despite the clear financial strain caused by accidents, only 17% of people claimed on insurance products such as Income Protection (rising to 22% among under-35s).
Our Bruised Britain research found that over a third (37%) of under-35s experienced an accident in the past three years, significantly higher than the national average.
Younger individuals are also more likely to experience accidents involving:
Beyond these, under-35s reported higher rates of allergic reactions (10% vs. 6%) and electrocution incidents (9% vs. 4%), emphasising the diverse risks they face.
Our ‘Bruised Britain’ research highlights the impact of everyday accidents not only on people’s physical health but also on their financial well-being. Younger generations are particularly vulnerable, and this underscores the importance of planning for unexpected events.
The study uncovered notable gender disparities in accident trends: Women are more likely to suffer falls at home and outdoors, while men are more prone to workplace accidents and car-related incidents.
The most common accident locations include public roads (13%), living rooms (9%), outdoor public places (8%), kitchens (8%), and stairs (7%).
Interestingly, 43% of Britons blame themselves for their most recent accident, but this number drops to 35% among under-35s.
One in four (26%) adults live in fear of having an accident, a figure that rises to 31% among women and 34% among young people (aged 18-34), reveals our Bruised Britain research.
In fact, when it comes to their personal safety and the likelihood of having an accident day to day, over half (51%) consider themselves to be ‘risk-averse’.
Brits who think they will have an accident expect to have an average of eight accidents in a lifetime, but 14% think they may have nine or more. Optimistically 13% of British adults don’t think they will ever have an accident during their whole lifetime.
Among those who are fearful of having an accident, their reasons include:
71% of workers under-35s who’ve had an accident in the last three years had to take unplanned time off.
Accidents don’t just leave physical scars - they can take a serious toll on mental wellbeing too. Our Bruised Britain study reveals:
One in ten (11%) of those who’ve had an accident in the past three years suffered a lasting mental health impact.
Among workers who had to take unexpected time off due to an accident:
it’s clear that everyday accidents can have far-reaching consequences.
At National Friendly, we understand the significant impact everyday accidents can have on everyone and their families. Our income protection product family consists of Friendly Shield, Accident Only Income Protection and Standard Income Protection, which covers accidents and sickness.
Friendly Shield, our essential cover product available to all with no underwriting meets the essential protection needs highlighted in the Bruised Britain report on everyday accidents. With three cover levels and a short deferred period, it provides faster access to financial support when it’s needed most, with cover extending to family members including children.
As an added benefit, all policies include immediate and confidential access to Friendly GP+, our 24/7 virtual GP service. This valuable resource provides families with on-demand GP consultations, private prescriptions (which need to be paid for), physiotherapy, counselling, and more.
With National Friendly, you can have a practical and affordable solution that supports health, wellbeing, and financial security.
The research was conducted by Opinium Research between 1-5 November among 2,000 UK adults.
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