Survey Reveals Gen Z Is Still Tanning Despite Skin Cancer Risks

The Canadian Dermatology Association (CDA) is launching its annual Sun Awareness Month campaign with a timely and urgent message: Despite widespread knowledge of skin cancer risks, many young people are still intentionally tanning. This year’s campaign places a strong focus on Gen Z, tackling the growing influence of social media, beauty standards and misinformation that continue to shape sun-related behaviors.

For more than three decades, the CDA has used May to promote sun safety. In 2026, however, the campaign is evolving to better connect with younger audiences, meeting them where they are and addressing the disconnect between skin care awareness and actual sun protection habits.

Awareness Versus Action Gap

New survey data reveal a striking contradiction. While 79% of Gen Z respondents say they are concerned about skin cancer and 63% recognize that tanning increases risk, nearly four in 10 still report intentionally tanning in the past year.

“Despite a high awareness of the risks, many young Canadians are still intentionally tanning,” said Julia Carroll, M.D., vice chair of the CDA Sun Awareness Working Group. “What we’re seeing is a clear disconnect; appearance and confidence are often outweighing health concerns, which is deeply concerning from a prevention standpoint.”

Most of this tanning happens outdoors, and social influence plays a significant role — 68% say tanning is common among peers, rising to 87% among those who tan themselves.

Appearance remains a key driver. Many respondents say tanning makes them feel more confident or improves how they look in photos, highlighting how beauty standards continue to outweigh health concerns.

Social Media and Shifting Perceptions

To challenge these perceptions, the CDA campaign takes a creative, attention-grabbing approach. In a series of Gen Z reaction videos, participants are shown exaggerated scenarios, such as placing a hand in a toaster or resting a face on a hot waffle iron, to mirror the damage caused by UV exposure. The goal is to spark a simple but powerful question: If we recognize these actions as harmful, why is tanning still normalized?

The campaign also shares real-life stories, including a young Canadian diagnosed with melanoma at just 19 years old. These personal accounts serve as a reminder that skin cancer is not limited to older adults and can have serious consequences even at a young age.

Skin Care Isn’t Enough

Another key finding highlights a disconnect in daily habits. While 81% of Gen Z report following a skin care routine, only 22% use sunscreen year-round. This gap underscores a broader misunderstanding: that skin care alone is enough to protect against sun damage.

Through social media engagement, CDA dermatologists aim to address common questions and myths, from how much sun exposure is safe to whether self-tanners or certain skin care products offer protection. These expert-led conversations are designed to provide clear, science-based guidance in a format that resonates with younger audiences.

A Preventable Risk

At its core, the campaign reinforces a critical message: Skin cancer is one of the most preventable forms of cancer. Small, consistent habits, such as wearing sunscreen, seeking shade and using protective clothing, can make a significant difference over time.

By focusing on early education and reshaping perceptions around tanning, the CDA hopes to empower a new generation to make informed choices about their skin health.

“Intentional tanning is becoming normalized among young Canadians, with more than two-thirds of Gen Z saying it’s common among their peers,” said Sunil Kalia, M.D., chair of the CDA Sun Awareness Working Group and associate professor at the Department of Dermatology and Skin Science, University of British Columbia. “That kind of social influence can make risky behaviors feel harmless, but the reality is that UV exposure significantly increases the risk of skin cancer. We need to shift the perception so that protecting your skin becomes the norm, not the exception.”