The American Academy of Dermatology has found that almost all Americans believe sun protection is important, however, Gen Z’s preference for achieving a tan despite its harm to the skin is rising. The US-wide report found that 96% of Americans believe sun protection is important. Yet, 67% of Americans got tanned or darker skin in 2024, up from 54% in 2020. Additionally, 35% were sunburned, up from 25% in 2020, including nearly 50% of Gen Z and millennials.
