Time to Touch Grass, Says Ford Chief Medical Officer
As Ford UK's Medical Officer, my days are often filled with data, health trends, and the well-being of our workforce. But lately, a particular set of research findings1 has really captured my attention. It seems we are facing a quiet health challenge that goes beyond traditional metrics. Almost two-thirds of UK adults say they've forgotten how to explore and be spontaneous.
It's a startling truth, isn't it? Our research confirms what many of us instinctively know: a remarkable 93.4 per cent of UK adults report that time spent outside positively impacts their mental wellbeing. Yet despite this almost one third (31.5 per cent) of UK adults spend less than four hours outside each week. That’s an average of just over 30 minutes a day.
The data paints a clear picture of the barriers we face. For many, it boils down to cost (43 per cent) and a sheer lack of time (37.8 per cent). These are practical hurdles we all encounter. But what struck me was the finding that over a third (32 per cent) of 16-24-year-olds cite fear or anxiety as their main barrier to exploring outdoors. This is significantly higher than the 16 per cent reported by those over 55. This suggests a deeper, perhaps more psychological, disconnect with the outdoors among younger generations, which is something we need to address. It's not just about forgetting how to explore, but for some, the very idea of it can be daunting.
With over half of us feeling stuck in a rut, I'm incredibly proud that Ford has launched our "Explorer Prescriptions" campaign. This isn't just about our vehicles; it's about leveraging our platform to address a critical aspect of public health and well-being. We’re aiming to encourage the nation to embrace adventure and rediscover the profound physical, mental and emotional benefits that come from spending time outdoors.
To help us all reignite that spark, we've teamed up with two extraordinary individuals: Aldo Kane, a world-record-setting adventurer and former Royal Marine Commando, and Lucy Shepherd, a pioneering explorer known for her boundary-pushing expeditions. Their insights are invaluable, offering practical, relatable advice for everyday people.
"Exploration is a mindset," Lucy explained, and I couldn't agree more. "We have all been an explorer at one point in our life but so often we lose that part of us. It's time to get back to that... I don’t explore just to tick off remote places; I do it because it reminds me who I really am. We’re all meant to explore to some level. It’s in us. Not always in big, wild ways, but in being curious, noticing things, thinking outside the box, feeling present, connecting with ourselves, each other and the environment."
Aldo Kane powerfully added, "The data shows that being outside boosts our mental wellbeing, yet most of us aren’t getting enough of it. We want to help people step out of their comfort zones, even just a little — because that’s where the magic happens.”
This is precisely why I'm so passionate about the "Explorer Prescriptions" campaign. As Ford UK's Medical Officer, I see the direct link between outdoor exposure and overall health. Despite the known wellbeing benefits of being in nature, a third of the population may not be getting enough. This campaign is about inspiring people to make room for the kind of exploration that’s good for the soul — whether that’s a solo walk, a family adventure, or a weekend escape to somewhere new. It's about prescribing a dose of nature for our collective well-being.
I'm truly excited about the resources we'll be providing on our Ford From the Road website, offering further information, content, and ideas on how to get outside more. "And keep an eye on our social channels this summer as we'll be getting out on the road with the Ford Explorer to help the nation"
So, if you, like me, have felt that spark of spontaneity dimming, I urge you to consider taking that first step. It doesn't have to be a grand expedition; it can be a simple walk in a new park, a moment of quiet observation in your garden, or a new route to your local shop. Because as Lucy says, exploration is something we all need a bit more of right now – and as a doctor I can tell you it's a powerful prescription for a healthier, happier life.
Dr. Jennifer Dodman is Chief Medical Officer for Ford of Britain
1Research conducted by Censuswide, among a sample 2000 Nat Rep UK Respondents. The data was collected between 09.07.2025 - 11.07.2025. 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.
