Abstract: The present invention relates to an energy-absorbing deformable utility pole that comprises a hollow pole, and an insert placed within the pole. The insert is positioned in an area of the pole that is most affected by an impacting vehicle and the length of the insert is such that it substantially includes the affected area of the pole. During an impact, the utility pole provides for a more gradual deceleration of the vehicle, compared to previously known utility poles, resulting in a reduced level of damage to the vehicle and its occupant(s). The invention also provides for a process for increasing the energy absorption of a deformable utility pole by placing an insert composed of a deformable material within the pole in the area most likely to be affected by an impact with a vehicle, and wherein the length of the insert substantially includes the affected area of the pole.