Researchers found that a significant number of young Canadians are still intentionally tanning, despite being aware of the associated risks of skin cancer. The Canadian Dermatology Association (CDA) launched its annual Sun Awareness Month campaign to address this issue, focusing on the influence of social media and the disconnect between skincare habits and sun protection among Gen Z. A recent survey revealed that 39% of Gen Z reported intentionally tanning in the past year, with many citing appearance and confidence as their main motivations.

This trend matters because skin cancer is one of the most preventable forms of cancer. While 79% of young people express concern about skin cancer, 39% still engage in tanning behaviors. The campaign highlights the importance of changing perceptions around tanning, especially since many young people follow skincare routines but neglect to use sunscreen year-round. The CDA aims to educate this demographic on the dangers of UV exposure and promote healthier sun protection habits.

The evidence comes from a national survey conducted by Ipsos, revealing attitudes and behaviors among Gen Z regarding tanning and sun safety. While the findings are compelling, they reflect a snapshot of current trends rather than a clinical trial. The campaign’s approach, including reaction videos to extreme tanning scenarios and personal stories of young skin cancer patients, aims to shift mindsets and encourage safer practices. Engaging directly with Gen Z on social media, dermatologists will answer questions and provide science-based guidance to cut through misinformation about tanning and skin protection.

Source: globenewswire.com