Gen Z Are Getting Burnt by Beauty Culture and SPF Myths
New research from Vitality reveals that nearly half (49%) of Gen Z are worried about getting skin cancer, and 69% admit they should be doing more to protect their skin. Yet just 13% wear suncream every day during the UK summer, and only a third (33%) actively seek out shade when outdoors – making them the most exposed generation of all.
Worryingly, some are knowingly putting themselves at risk. Almost a quarter (23%) say they’d rather get burnt than cover up, and 21% admit they don’t even care if they get sunburnt.
Gen Z are also more likely than any other age group to believe common SPF misconceptions. Over half (52%) only wear sun protection when it’s hot, and 38% believe suncream is only necessary when the sun is out – even though up to 80% of UV rays can still penetrate cloud cover.*
There’s also confusion around who SPF is really for. Nearly one in five (18%) mistakenly believe you don’t need sun protection if you tan easily, while 16% think it’s only necessary for children or people with pale skin.
But misconceptions go beyond just sunscreen as many Gen Zs are skipping even the simplest forms of protection. Just 22% say they regularly or always wear a hat in the sun - the same small proportion that opt for long, loose clothing (22%) to shield their skin - despite both being easy, effective ways to reduce UV exposure.
Even more concerning, more than 1 in 10 (13%) admit they don’t do anything at all to regularly protect their skin. And while experts advise avoiding the midday sun, less than a third (28%) actively try to stay out of it, leaving many exposed at the most dangerous time of day.
Attitudes and social pressures are playing a major role too. More than a third (35%) of Gen Z see suncream as a beauty product rather than a health essential - more than any other generation, and over three times higher than Boomers (10%). Meanwhile, 45% admit they don’t like wearing it at all and 21% feel awkward applying suncream in public.
Vitality is urging the younger generation to change their mindset when it comes to sun safety. With skin cancer now the most common, yet one of the most preventable cancers in the UK, small, everyday actions like wearing SPF, seeking shade or covering up can have a big impact.
Dr Katie Tryon, Behaviour Change Expert at Vitality says, “What we’re seeing is a generation that’s more worried than they are aware. Gen Z clearly care about their health, but many are still relying on outdated myths that put them at real risk. The idea that sun protection is only needed on hot, sunny days or for certain skin tones just isn’t true - and those misconceptions can cause long-term harm. There’s a real opportunity here to help young people understand how UV exposure works and what prevention really looks like, so they can take control of their skin health before damage is done.
“Ultimately prevention is our most powerful tool in the fight against skin cancer. Protecting your skin doesn’t require drastic changes—just consistent habits. Skin cancer is one of the most common forms of cancer in the UK, yet it is also one of the most preventable.”
Notes to editors
* Myths About Sunscreen: Debunking Common Misconceptions | Skin And Cancer Institute
Research was conducted by Opinium of 2,000 people based in the UK, in July 2025.