It has been suggested that, to some extent, cavers have not done themselves any favours over the years with regard to making the real risks of caving more clear. Perhaps the image of caving as "hard" and "dangerous", thereby implying that cavers are thrill-seekers, hard-as-nails and, by inference, "superhuman" was originally considered a feather in one's cap if one happened to be a caver; "Hey, look at me!".
The 21st Century caver has equipment, training and expertise which largely mitigates the majority of the risks experienced by the early caving fraternity (and sorority!). Ropes, descenders, jammers, lightweight ladders, neoprene coveralls, fast-wicking furry suits, grippy rubber soled wellies etc.. Injuries from falls and exposure to hypothermia have reduced massively (among "standard"/novice/beginners' trips).
While the risks have reduced considerably, the public image of caving as dangerous has not. This "hazardous" or "Extreme" (X-treme) pasttime has little publicity except when there's been an accident and the media bandwagon comes out to play. Mainly for reasons of Conservation, caving is specifically kept well away from the public eye... there are very few "good news stories" about caving.
There have been reports highlighting the relative danger/hazard posed by different sports and caving is far from top of the list. As an insurer (or underwriter trying to calculate the risk loading) you are bound to base your assumptions on the perceived nature of the sport and this is where we may need to shoulder some of the burden of responsibility for finding ourselves in the present situation.
Far more people die horseriding per year than in caving's worst year for accidents but little Suzie isn't dissuaded from pursuing this sport (nor are her parents, Quentin and Tamsin), perhaps because it has an excellent public image and is associated with fitness, wealth and good PR (TV and horses mix well). Would members of the public rate horseriding as more risky than climbing, paragliding, hang-gliding, caving and skydiving? Probably not.
In terms of personal injury (rather than fatal injuries) I read that Football and Rugby have the highest rates; but these are our "national games"; it would be interesting to see what the press and public make of a situation whereby local clubs shut shop because they no longer have insurance cover. In recent times it has been a requirement for them to have qualified first aiders in attendance... even so, perhaps it is only a matter of time before they start getting sued out of existence?...
Of all the activities I witness locally, the one I consider to be by far and away the most dangerous of all is Mountain Biking. As dangerous as skiing, if not more so.
So, do you think that as cavers we should "come clean" and say that, "No, really; caving isn't half as dangerous as people reckon - yes, there are hazards, like falling and breaking your leg (but you can do that on a trip to Tescos); you don't need to be `hard' or `macho' to go caving; in fact it can actually be quite a gentle pasttime... it depends on your attitude and objectives". Should we be more open about how easy it is to cave? People who eat quiche can discover new underworld realms, can't they?