Sun has become the new tobacco. Young people are embracing tanning with a vengeance, eager to emulate the bronzed looks made popular by today's celebrity and fashion campaigns.

Senior writer at Maclean's magazine Danylo Hawaleshka reports that even though 79 per cent of youths know that sunburns increase the risk of skin cancer, most are still soaking up the sun, with the belief that a tanned body is a healthy one.

Teenage boys are showing the least concern for sun-safety, with only 32 per cent reporting that they're careful under the sun. Accordingly, experts are noticing a growing trend of high incidence of skin cancer in older, white males.

When it comes to the sun, however, both nonchalance and the 'brown is
beautiful' set challenge today's calls for sun sensitivity. With celebrities like Jennifer Lopez, Jessica Simpson, Charlize Theron and Paris Hilton sporting bronzed looks, young women are eager to replicate their style.

With trips to the Caribbean increasing 74 per cent since 2000, and with tanning salons more than quadrupling in numbers, North Americans are chasing the 'healthy' golden look more vigorously than ever before.

More on that topic read in this week's issue of Maclean's.As Canada's weekly newsmagazine, Maclean's spotlights Canada's rising talent, thinkers and doers from business to entertainment, from politics to
sports. 

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