Younger people – often called millennials and roughly defined as 18 to 34-year-olds – are more concerned about sun damage than older people.

According to GlobalData research 73 percent of millennials are concerned about sun damage, nine percentage points higher than the score for over-35s, globally.

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As a result, the younger age group also spends more money trying to prevent sun damage and companies are beginning to market far more things towards them.