I live in a very sunny desert area and it's kind of funny when people assume people from here would be "more tanned". We stay in the shade, the sun will kill you! Anyone working outside is wearing wide brimmed hats and typically has all of their skin covered with clothing even in the heat, people typically have their faces covered with cloth as well.
Spending time outside with minimal clothing in direct midday sun is a modern weird behavior.
Additionally, if you've ever seen a portrait of a human in the UV spectrum, you'll notice how shiny they look. I'm sure modern people have much less protective oils in their skin as a result of increased bathing required by societal and sanitation norms of modern urbanized habitation.
Tho I agree with economist article, sun exposure is very good for you, just not high UV exposure.
I'm find myself aghast when I travel to different environments and observe people laying in direct sun almost naked. Not that I think they shouldn't, it's just such a stark contrast to my norm. I'll end up with a painful sunburn if I venture outside uncovered for more than 10 minutes at home.
The way western culture glorifies direct exposure to the sun is always hilarious to me, everyone lining up to burn their skin for hours on end to "catch up" on sunlight exposure. Instead of just playing an outdoor sport under some trees or being outdoors in the morning/evening when sunlight is a lot less potent and weather is a lot more pleasant.
Obviously they live lots of other places now, but evolution is slow to catch up.
If you drive through France for a day, you can literally see the change from north to south, "could be Dutch" in the far north to "could be Spanish" in the south. Of course lots of people move around but I'm talking about averages.
Missing nuance: Outside for how long? And how strong is the sun?
Even with my pasty Northern European complexion, I'm skipping the sunscreen for a 20 minute walk to lunch in November. But for a 10 hour hike above treeline in July? I'll be re-applying every two hours.
In the past, people, in general, remained in the general vicinity of where they were born. Different skin types adapted to different amounts of sunlight.
We also didn't have the knowledge to link death and disease with their actual causes.
That said, in the past, people used variety of materials for sunscreen without the knowledge that "too much radiation bad". Mud/clay/etc seems to be something multiple cultures over time used. In cultures where working in the sun is common, wearing long clothes that blocks the sun is also a thing, and works like sunscreen.
Given that last point, I think baking in the sun while nearly naked to the point of developing disease is a relatively recent cultural thing, but that's just a guess.