Aviva research highlights the opportunity to normalise cancer conversations at work

Aviva’s new research with 2,000 UK adults,^[1] shows that while many people are more open to discussing cancer, a clear communication gap still exists in the workplace.

Once considered a ‘taboo’ topic, the research highlights that around eight in ten people (79%) would talk to someone if they were worried that they had a symptom that might indicate cancer. The findings also challenge the perception that men avoid talking about medical concerns, with similar proportions across genders saying they would speak to someone.

One in five (20%) would tell someone as soon as they suspected that they had a symptom that could be cancer. While, around a third (32%) would wait until they’d seen their GP or had a confirmed diagnosis before they shared their concerns.

People were most likely to discuss cancer concerns with their partner (46%), a medical professional (43%) or close friend (35%).

However, the picture changes in the workplace. One in twelve (8%) workers said they would feel comfortable talking to their employer if they had a symptom that could be cancer related.

Encouragingly, this increases after diagnosis, with just over three in five (61%) employees saying they would feel comfortable telling their employer if they were living with cancer.

Even with this increased willingness to talk post diagnosis, many employees still have reservations about talking about a cancer diagnosis at work, particularly around how they might be perceived or treated:

While these concerns relate specifically to the workplace, the research shows that the emotional weight of talking about cancer extends beyond professional settings.

More than half (58%) of people felt they would be responsible for managing other people’s reactions, a pressure so strong that 13% said it might stop them raising concerns altogether.

One in five (20%) said they would prefer to deal with their concerns privately, and 15% admitted they wouldn’t know how to start the conversation.

Despite these anxieties, almost nine in ten people (87%) said they would want to be told if a close friend or family member had been diagnosed with cancer, and more than three quarters (77%) would want to know if a close colleague was living with the condition.

When asked what kind of support they would value most if diagnosed with cancer, people highlighted:

Dr Larissa Stevenson, Associate Medical Director, Aviva UK Health said: “Aviva’s findings underline how individual and personal the experience of a cancer diagnosis is, and the importance of responding to people’s needs with sensitivity and openness.

“As cancer continues to affect so many lives, there’s a clear opportunity to normalise conversations, not just about diagnosis and treatment, but about the fear and uncertainty people experience from the moment they notice something is wrong.

“For employers, creating space for honest conversations and providing the right signposting and support both at home and at work is a crucial step towards better wellbeing. When people feel supported early on, they are less likely to struggle alone and are more able to access the help they need.”

People experiencing cancer can also access guidance on how to support someone with cancer via Aviva’s Knowledge Centre.

References:

^1. _{The research was conducted by Censuswide, among a sample of 1,260 workers amongst a 2,000 nationally representative sample of respondents. The data was collected between 02.02.2026-03.02.2026. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. [↑]}

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