The Canadian Dermatology Association (CDA) has launched its annual Sun Awareness Month campaign, focusing on the troubling disconnect between knowledge and behaviour among Gen Z Canadians regarding tanning and skin cancer risk.
Survey Findings Reveal Alarming Trends
New national survey data conducted by Ipsos on behalf of the CDA reveals that despite high awareness of skin cancer risks, nearly 4 in 10 Gen Z Canadians (39%) report intentionally tanning in the past year. Among these, the majority (72%) tan outdoors.
Peer influence is a significant factor, with 68% of Gen Z saying intentional tanning is common among their peers. This number rises to 87% among those who tan themselves. Appearance-driven motivations are strong: 45% of tanners say it makes them feel more confident, and 37% say they look better in photos.
Knowledge vs. Action Gap
While 79% of Gen Z are concerned about skin cancer and 63% know tanning increases risk, 39% still intentionally tan. Additionally, although 81% follow a skincare routine, only 22% use sunscreen year-round.
“Despite a high awareness of the risks, many young Canadians are still intentionally tanning,” said Dr. Julia Carroll, Vice Chair of the CDA Sun Awareness Working Group. “Appearance and confidence are often outweighing health concerns, which is deeply concerning from a prevention standpoint.”
Campaign Strategies to Shift Perceptions
The campaign features Gen Z reaction videos showing exaggerated scenarios of deliberate skin burning, such as putting hands in a toaster or laying a face on a hot waffle iron. The goal is to highlight the absurdity of intentional UV exposure. The campaign also shares a real-life story of a young Canadian diagnosed with melanoma at age 19.
“Intentional tanning is becoming normalized among young Canadians, with more than two-thirds of Gen Z saying it’s common among their peers,” said Dr. Sunil Kalia, Chair of the CDA Sun Awareness Working Group. “That kind of social influence can make risky behaviours feel harmless, but UV exposure significantly increases skin cancer risk. We need to shift the perception so that protecting your skin becomes the norm.”
