I do not get if it’s a massive and long-running marketing campaign that has brainwashed the entire population, if it’s because many living in US and UK have a very white skin tone thus burn easily, or what else. Skin cancer is a fact of life, but for a species that evolved in the sun, I do not believe one bit that sun exposure, which incidentally is linked to many benefits because it’s so bloody normal, is something that can only be dealt with modern technology and we should be deathly afraid of it. Sure, UV radiation can cause mutations, but our immune system has evolved over billions of years to deal with this exact problem.
By all means use sunscreen if you have to spend a lot of time in the sun and risk a very unpleasant sunburn, but I wish someone would explain the Anglo obsession with daily sunscreen routine.
Also, local climates differ dramatically. A couple of my worst sunburns in my life were on extremely gray days on the California coast. It is easy to fool yourself into thinking the sun isn't strong when you don't feel the heat of it. But on those kinds of days, it's just diffuse UV blasting from every direction.
I found it instructive when I got photochromatic eye glasses. Since they are UV-activated, it is like carrying a UV detection instrument around with a heads-up display. It really helped me get a better sense for what conditions and hours of the day have significant UV in my normal daily life.