A whopping 40 percent of men and women in the UK reported they get sunburned on purpose to get a better tan, despite the fact that 90 percent of them knew that sunburns can lead to skin cancer, according to a survey by Macmillan Cancer Support. One in 10 Brits admitted they were planning to lay out without using sunscreen. Men were almost twice as likely as women to not wear sunscreen. (Source)