'In the last several decades, the push to use sunscreen and limit sun exposure has gotten stronger and stronger. It is now possible to find SPF 70 or higher, and thanks to massive campaigns, most people are at least mildly aware of the “dangers” of sun exposure.
Despite the push for more awareness about sun exposure, and the advice to use sunscreen whenever we go outside, incidence of skin cancer, especially melanoma, is rising dramatically.
In fact, skin cancer rates are rising by 4.2% annually, despite the fact that we spend less time outdoors and wear more sunscreen.
Perhaps the problem isn’t lack of sunscreen, or even sun exposure at all, but a deeper cause? (More on this in a minute).'