That tan could cost you more than you think.

Older populations worldwide are experiencing a significant increase in skin cancer cases after years of cumulative sun exposure over multiple decades. In the U.S., invasive melanoma rates continue to rise sharply among those older than sixty, especially among whites.

The American Cancer Society estimates that approximately 104,960 new cases of melanoma will be diagnosed by dermatologists this year. Is it any wonder that health experts predict the dermatology sector of healthcare will reach $3.59 billion over the next ten years? Last week, I examined some of the reasons why skin care has been the overlooked stepchild of healthcare for an entire generation.

It was almost as if the Baby Boomer generation was bound and determined to do as much damage as they could to this vital part of their anatomy. I explained how the Sixties generation became sun worshipers searching for the perfect Beach Boys tan at a time when industry was decimating the ozone layer with chlorofluorocarbons.

As Baby Boomers stripped down and the ozone layer began to disappear, we found even better, faster ways to damage our skin than simply frying our baby oil-soaked skin in the sun for hours. The explosion of cheap package holidays and tours to exotic locations (noted for their tropical sun) made for a great tan that would be the envy of the neighborhood.

Tanning beds were introduced to North America in 1978 and gained popularity by the mid-1980s. At its peak, the industry was generating $2 billion annually; however, as the health risks of exposure to UV became apparent, revenue plateaued, remaining around $1.9 billion per year.

The dermatology industry argues that the use of these beds significantly increases the risk of developing skin cancer. In one study alone, 61 of 63 women were diagnosed with melanoma, the deadliest form of skin cancer, before 30 who used tanning beds. These beds can also compromise your immune system, cause clinical eye issues, and lead to photodamage, as well as accelerate photoaging or premature skin aging.

The facts are that as we age, the incidence of certain skin disorders increases, as exposure to the sun over a lifetime creates cumulative damage. That is another explanation for why my parents did not have my skin problems. Baby Boomers are living longer than previous generations, thanks to advancements in medicine and technology.

In my case, one or both of my parents may have had skin issues, but neither ever bothered to see a dermatologist. I know of several men in my generation or younger who have never had their skin checked out for skin cancer. To me, that is astounding since the median age of onset for melanoma is 55, with the highest incidence rates found in the 65-plus demographic. What's worse, people with paler skin are 20 times more likely to develop skin cancer than those with darker skin.

I also wondered if, as a teenager, exposure to the sun while in Vietnam for almost two years may have damaged my skin. No one wore sunscreen, nor was it issued to the troops. Would a similar exposure by U.S. service members in the Middle East also be a factor?

I know my father, who served in the 101st Airborne, only served in Europe during World War II, but what about the Marines in the Asian theater?

Interestingly, a large proportion of World War II patients with skin cancer were stationed in the Pacific. The Veterans Administration concluded that a few months to a few years of prolonged sun exposure in a high-intensity area may result in skin cancer many years after exposure. Similar findings by the Journal of the American Academy of Dermatology in 2018 indicated the same high risks applied to service members and veterans.

You would think that with all the new medical research on the causes and consequences of skin cancer, the younger generations of Americans would learn from our many mistakes. We never heard about SPF labels back in the day, but we do now. Not so. The American Academy of Dermatology found that Millennials and Gen Z, while more attentive to their overall health, tend to prioritize sun protection less.

In a recent survey, 70% of respondents did not understand the skin cancer risks associated with sunburns, and nearly 60% believe in sun tanning myths. The younger generations believed that base tans were healthy and said they would rather tan and look great, even if that meant they wouldn't look good later. They also believed that tanning beds are safer than sun exposure.

Some say that skin cancer is part and parcel of our culture now. The phrase "Beauty is only skin deep" was first stated by Sir Thomas Overbury in his poem "A Wife," written in 1613. Tell that to the marketing world today, who argue the opposite. As such, most Americans grew up believing that the better you look, the more successful, happy, wealthy, and so on, you are. 

That has spawned an insatiable demand for aesthetic appearance. Aging Baby Boomers want to turn back the clock. Younger generations view skin as simply another cosmetic to alter or do with as they please. Technological advancements promise a wide range of innovations. Bikinis have gotten smaller. Tans are still "in" unless, of course, you are like me and have had several bouts of biopsies, Laser treatments, surgery, and more. As any parent of a teenager will tell you, trying to get people to cover up who don't want to is pointless. No wonder dermatology is a growth business with no end in sight.

Bill Schmick is a founding partner of Onota Partners, Inc., in the Berkshires.  Bill’s forecasts and opinions are purely his own and do not necessarily represent the views of Onota Partners, Inc. (OPI).  None of his commentary is or should be considered investment advice.  Direct your inquiries to Bill at 1-413-347-2401 or email him at billiams1948@gmail.com. Investments in securities are not insured, protected or guaranteed and may result in loss of income and/or principal.