Road deaths rise a wake-up call for businesses

Department for Transport (DfT) provisional data for 2024 shows there were 1,633 fatalities on the road last year. Of those who died, 977 were males aged 17 to 69 and 235 were working-age women. In addition, 66,245 men aged 17 to 69 were recorded as casualties, alongside 38,468 women. I think everyone will agree that - while unsurprising - these figures are nothing short of shocking. 

Key risk groups 

Fatalities among motorcyclists increased by 9%, in the largest rise among all road user types. This increase can be put down to a surge in novice riders (especially those working in food delivery) who may lack sufficient training and road experience. There’s a clearly particularly urgent need to refocus around this vulnerable group, and the sooner the better. 

Pedestrian fatalities are also up by 2% as a result of the growing number of larger vehicles on the road, such as SUVs and pickups, which pose a threat to vulnerable road users. Equally, why aren’t we reconsidering urban vehicle design and updating regulatory frameworks to enhance pedestrian safety?

Deaths in service

Outside of these vulnerable groups, we know a third of all road deaths involve someone driving for work (UCL and Agilysis), so it’s vital as employers we all take note of these numbers. Every death on our roads is a tragedy - and each one is avoidable. As a collective, the government, businesses, and drivers, we need to be doing more to make zero road deaths a reality – and together we can!

The wider picture  

Let’s put these figures into context. Sadly, the UK is falling behind many EU countries when it comes to road safety. The EU has set a target to halve the number of road deaths by 2030 (based on 2019 levels) and most European countries have similar national targets. 56% of the countries monitored by European Transport Safety Council’s Road Safety Performance Index (PIN) Programme saw a decline in road deaths in 2023 year-on-year. The top three were Malta, with a 38% reduction, Luxembourg achieving 27% and Belgium hitting an 11% cut. What these figures show us, is the difference between countries that are prioritising safe road strategies and those that aren’t. 

The road forward

Put simply, the UK needs a road safety strategy designed for modern living, and fast. The government has one in development, which will mark the first new strategy for preventing road deaths in over a decade. But it’s already been too long coming, and we don’t have a guaranteed date for arrival.

As The AA’s president Edmund King recently highlighted, we need a strategy that takes bold action. This includes bringing in the likes of harsher penalties for those not wearing a seatbelt and those driving under the influence of drugs. We also need to help safeguard newly qualified drivers to ensure they feel confident on the road before exposing them to additional risks such as peer-aged passengers. 

Here’s an example of why. Still, today, dispute all the awareness around seatbelt safety, the stats are horrifying. Recent analysis by The AA Charitable Trust found that almost half (43%) of young passengers (17-29) who die in car crashes are not belted. When the data is analysed across all ages, unbelted fatalities stand at 27% of car passengers. Wearing a seatbelt reduces the risk of death by around 50%, so we must get to the point where 100% of drivers and passengers are wearing them at all times. 

Support for new drivers 

To further support new drivers, we are calling for the introduction of Graduated Driver Licensing (GDL). One in five young drivers crash within a year of passing their test, with 1,500 young drivers killed or seriously injured each year. Did you know, with every extra same-age passenger, you are four times more likely to crash? GDLs would help address this, ensuring drivers have had time to demonstrate their skills on all road types. GDLs should also state that new drivers shouldn’t be allowed to carry same age passengers for at least six months. 

These are just two examples of issues that need addressing and should form part of the UK’s road safety strategy to cut road deaths. We need change and we need it now to save lives.

Navigating the risks as a business 

With uncertainty around the timing of a national strategy, businesses cannot wait. We have to keep our workforce and other road users safe. We can do this by making road safety a business priority, embedding safe practices into its culture, and investing in the right driver training. These latest statistics are a timely reminder that we should never ever be complacent when it comes to road safety, and we have the power to make a difference.

Final thoughts

In 2024, the UK’s roads claimed more lives and showed troubling trends in key user groups. Without swift, decisive action from both government and businesses, these losses will continue. The time for bold leadership and innovative safety measures is now. Let’s not forget that behind every statistic is a family shattered - and potentially too, a business impacted.

Nick Butler is director at Drivetech. You can download Drivetech's advisory guidance for motorcyclists and vulnerable road users at: https://www.drivetech.co.uk/downloads/.