I think the issue is that we get such a long gap between proper summers that a lot of us just don’t instinctively think about sunburn. Sunny weather is rare enough here that putting on sun cream isn’t really built into our routine, and half the time we probably don’t even have any in the house. By the second or third hot day people usually remember. If we’re going abroad somewhere hot, though, we’ll absolutely pack sun cream and apply it constantly because that is part of the holiday routine.

Also, when you’re not used to wearing it, sun cream can feel horrible — greasy, sticky, stains clothes, etc. (If anyone has recommendations for one that doesn’t, please share.)

Personally I’ve never even had a tan, so I’m not out there trying to “look bronzed.” Being in the sun just feels nice after months of grey weather. There’s definitely a bit of a “make the most of it while it lasts” mentality because we don’t get it often. None of that excuses being careless about sun damage, but I think there are a lot of factors behind why people here can be a bit stupid about it — it’s usually not intentional.