Here's the core issue: people like me just don't care. I have heard sun safety messages for decades. I taught in a med school for many years and have seen all the evidence and blah blah blah. And I still don't care. Skin cancers are easily identifiable and respond well to treatment. And I enjoy being outside.
I wear sunscreen but don't reapply it often enough, and will go shirtless sometimes to avoid the dreaded farmer tan. I'm 60 and not trying to pretend I'm a teenager. The cancer that scares me are the organ cancers that linger undetected.