Brake partner ZenAuto launches ‘Green Car Cross Code’, as two-thirds of parents admit their children aren’t ‘EV aware’

More than a quarter of children (27%) don’t know electric vehicles are quieter, and 30% didn’t realise they can accelerate faster than traditionally fuelled vehicles.

The Green Car Cross Code aims to raise awareness of pedestrian road safety in the wake of the growing number of electric vehicles on Britain’s roads. Last year saw the biggest annual increase in the number of electric cars registered in the UK, with more than 395,000 battery-electric cars registered – a growth of 92% on 2020 [1].

Developed by Brake's corporate partner ZenAuto, with support from Brake, the Green Car Cross Code was unveiled by TV presenter and parent of two, Konnie Huq.

Talking about the campaign, Konnie said: “Electric vehicles and alternative fuel vehicles are great for the planet and for reducing pollution in our towns and cities, but they are typically quieter and can accelerate quicker - it’s important that kids are tuned into modern road safety dangers. Just because they can’t hear a car doesn’t mean there isn’t one nearby.”

A study of 1,200 British parents and children aged 6–17, which was commissioned by car leasing brand ZenAuto, found that more than eight in 10 parents are worried about modern road safety issues – including their children not hearing electric vehicles (39%), wearing headphones (33%) and using gadgets while walking (40%) [2].

Nearly one in four (37%) think their children are less sensible when out and about with friends, and 28% worry they ignore road safety rules altogether. Watching TikTok videos, playing computer games and chatting on the mobile phone are also said to distract children when they should be taking care near roads.

More than half of parents (55%) admitted they are doing everything they can to instill good road awareness in their children – from walking local routes to build familiarity (38%) to talking about road safety during walks (37%).

Others warn their children not to listen to music when they’re out and about (40%), make them wear bright clothing (30%) and vet who they walk with (26%).

Many parents also admit to adopting stealth tactics, including hiding behind lampposts to make sure their child was crossing roads safely, and secretly following them to school!

ZenAuto hopes the campaign will help upskill children and in turn make parents feel more confident.

Marketing Director Gemma Bacon said: “Our own data has shown that over the last three months, electric vehicles have accounted for 43% of all orders, on average. We’re not trying to replace the original Green Cross Code which was made famous in the 1970s. This campaign is all about giving parents and children additional guidance to help them be more vigilant when they cross the road in the modern world.”

According to the findings, only 68% of children aged between nine and 11 always look left and right before crossing roads, and 43% admit they pay less attention when around their friends.

More than a third (34%) haven’t waited for the green man at a crossing, while 36% have walked in the road instead of on the pavement.

And 28% have crossed the road without checking first, while 26% have run out in front of an approaching car in hope that they will make it.

Mary Williams, OBE, chief executive at Brake, said: “Road crashes are devastating events for families, friends and communities, and at Brake we see this first-hand through our work supporting families affected by road death and injury.

“By engaging children and young people with key road safety issues, and helping them speak out about the need for safe and healthy journeys, we can make our communities safer, help people to live active lifestyles, and stop needless tragedies before they happen. We’re pleased to support the work of our corporate partner ZenAuto to help schools and parents talk to children about how to cross roads safely.”

To find out more about the Green Car Cross Code and put your road safety knowledge to the test, go to Zen.auto/gccc.