For Gen Z, cancer prevention isn't trending
FOR IMMEDIATE RELEASE
Audrey Kashatus
703-836-3687
audrey.kashatus@preventcancer.org
Alexandria, Va. — Advances in screening technology, vaccination development and preventive research have unlocked a new era—one where preventing cancer or catching it early is increasingly within reach. We know more than ever about the steps people can take to reduce their cancer risk, creating an opportunity for better health outcomes across all ages.
Yet new survey findings from the Prevent Cancer Foundation® suggest a growing generational gap in beliefs about cancer prevention: Younger adults are less likely than their parents and grandparents to recognize prevention and early detection can impact their cancer risk.
Key cancer prevention messages aren’t reaching Gen Z.
According to the Prevent Cancer Foundation’s 2026 Early Detection Survey, Generation Z, which includes adults ages 21–29, are the least likely generation to believe cancer can be prevented or that cancer risk can be lowered (64%). That’s compared to 70% of millennials, 70% of Generation X and 73% of baby boomer respondents.
As Gen Z adults build careers, relationships and independent lives, they should also build routines that include preventive health.
Some routine cancer screenings and checks are for all adults, including skin cancer checks with a health care provider or dermatologist and testicular cancer checks with a health care provider. Your dentist should also perform an oral cancer check twice a year as part of your routine dental visits. Cervical cancer screening is recommended beginning at age 21.
Tanning and tobacco trends may come and go, but cancer risk remains.
At the same time cancer prevention messages struggle to break through, risky health trends may be gaining traction among the Gen Z demographic.
“Tanmaxxing”—a new and dangerous social media trend—promotes excessive tanning and has gripped the attention of younger audiences, encouraging tanning bed use as well as unprotected and prolonged sun exposure.
The survey findings reflect a gap in awareness around the most common cancer diagnosis in the United States: Fewer than half of Gen Z respondents (49%) believe sunscreen and sun-protective clothing can help reduce their skin cancer risk, despite the well-established risks associated with ultraviolet (UV) exposure.
Given these facts, it may not come as a surprise that more than half of Gen Z respondents (53%) reported being behind on a skin check. Among those who were behind, the most commonly cited reason was simply not knowing they should be checked for skin cancer.
Gen Z respondents were also less likely than older generations to recognize avoiding tobacco and limiting alcohol as ways to reduce cancer risk. Tobacco use remains a significant concern among young adults, with 28% of Gen Z respondents reporting they currently smoke cigarettes. Among those respondents, the average duration of smoking was over seven years, suggesting many Gen Z adults began smoking cigarettes during their teenage years or very early adulthood.
The challenge for Gen Z isn’t access—it’s action.
When asked about challenges to maintaining a healthy lifestyle, Gen Z respondents most often (60%) pointed to a challenge many people can relate to: simply finding the motivation.
Gen Z respondents were also less likely than older generations to recognize the role of preventive behaviors and routine cancer screenings. When asked which actions can reduce cancer risk, only 63% of Gen Z respondents said routine cancer screenings can help lower risk.
This is compared to 71% of millennials, 78% of Generation X, 85% of baby boomers and 87% of Silent Generation respondents who said they believe routine cancer screenings can reduce cancer risk.
Unlike every other generation, Gen Z did not rank cost as the primary barrier to staying on top of their health. The findings suggest that many younger adults may not fully recognize the importance of preventive care or the role healthy habits can play in reducing cancer risk, which could contribute to their lack of motivation. The challenge isn’t just getting information in front of young adults—it’s making that information feel relevant to them today.
It’s not too late for this generation to change course.
Though Gen Z respondents put less stock in preventive behaviors, they responded positively to methods for helping them prioritize their health. More than half of Gen Z respondents (52%) said getting help from a health care provider to answer questions or navigate the health care system would make it easier for them to get their recommended cancer screenings.
Gen Z participants also stated they would be more likely to schedule their recommended cancer screenings if they received text (48%) or email (39%) reminders. This is an area we can help with, by ensuring all people get screening reminders added right to their calendars, reducing any miscommunication or opportunity to forget.
Sixty-five percent of Gen Z respondents claimed living a long, healthy life is their motivation for scheduling routine cancer screenings, but we need to get the message to them that that life starts now, not decades down the line. The decisions you make as a young adult can influence your health later in life, which is why reaching these age groups now is critical.
There’s no such thing as “too young for cancer.”
The takeaway is clear: Cancer prevention and early detection can’t wait. Engaging Gen Z as they come of age to start routine screenings and checks is critical, especially with cancer rates on the rise in young adults:
- Colorectal cancer is now the leading cause of cancer death in people under 50.
- Skin cancer is one of the most common cancers in people younger than 30.
- Oral cancer diagnoses are increasing in younger adults due to human papillomavirus (HPV) infections.
Strengthening awareness of cancer prevention and screening is more important than ever.
“We need to reach younger adults with cancer prevention information in ways that resonate with them and fit into their daily lives,” said Jody Hoyos, CEO of the Prevent Cancer Foundation. “Early adulthood is a critical time for building healthy habits. By investing in education and support now, we can help ensure people have the knowledge and resources they need to make informed health decisions throughout their lives.”
You can find information and resources on all cancer types studied in the 2026 Early Detection Survey, including information on relevant screenings, at preventcancer.org/betteroutcomes.
Research Methodology: The Prevent Cancer Foundation commissioned Atomik Research to conduct a survey of 7,510 U.S. adults 21 years of age and older1. Researchers implemented several demographic-based quotes in order to achieve sample characteristics, such as sex, age group classification, and race/ethnicity, similar to the overall U.S. population of adults 21 and older. The margin of error of the overall sample is +/- 1 percentage point with a confidence level of 95%. Fieldwork took place between January 10 and January 30 of 2026. Percentages may not add up to 100% due to computer rounding, and/or the acceptance of multiple responses. Atomik Research is an independent market research agency.
1The cancer screenings studied in this survey were for breast cancer, cervical cancer, colorectal cancer, lung cancer, oral cancer, prostate cancer, skin cancer and testicular cancer.
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About the Prevent Cancer Foundation®
The Prevent Cancer Foundation® is the only U.S.-based nonprofit organization solely dedicated to cancer prevention and early detection. Through research, education, advocacy and community, we have helped countless people avoid a cancer diagnosis or detect their cancer early enough to be successfully treated. We are driven by a vision of a world where cancer is preventable, detectable and beatable for all.
The Foundation is rising to meet the challenge of reducing cancer deaths by 40% by 2035. To achieve this, we are committed to investing $20 million for innovative technologies to detect cancer early and advance multi-cancer screening, $10 million to expand cancer screening and vaccination access to medically underserved communities, and $10 million to educate the public about screening and vaccination options.
For more information, please visit www.preventcancer.org.