I'm big advocate for sun safety, so I'm very proactive with looking after my skin. I'm always pushing my friends and family to be more sun safe, I think most know the effects of the sun, but not to the extent they should. Most don't seem to understand the UV index, and how quickly you can get burnt in the middle of the day. There's still a long way to go for sun safety education!
As a teenager growing up in England my favourite summer pastime was sunbathing with friends. I have been extremely lucky to have not developed skin cancers (to date) and I am willing to start to take better care.
It's all about awareness really, and people are aware, they just need to take it seriously and notice it more. Knowing the consequences and being mindful of how easy it is to avoid, life in general, being out and about, is much easier, happier and less painful.