What has caused western population to desire tans?

The desire for tans in Western populations has largely been influenced by cultural shifts and media portrayals, particularly since the mid-20th century. Tanned skin became associated with leisure, health, and an active lifestyle, partly due to celebrities and fashion icons promoting sun-kissed looks. Additionally, the rise of beach culture and advertisements linking tanned skin to beauty and desirability solidified this preference. Despite growing awareness of skin cancer risks, the aesthetic appeal of a tan remains prevalent.