I suspect that in X years we'll learn that sun is not bad for us while the chemicals we apply to our skin are problematic.
What I find personally works is to build up a base tan. I probably did a little sunscreen application back in May but just spend a lot of time outdoors so by the time it got really sunny I had enough tan that I didn't need sunblock to not get burnt.
Even my wife who is very light and "can't tan" - I saw a picture of her when she was a lifeguard in highschool - she's bronze and probably wouldn't need sunblock either.
Obviously people make money when you buy sunscreen so the message that you don't need it doesn't get a lot of amplification.
replies(4):