UV exposure patterns have changed significantly. Long-distance vacation travel to sunny locations is much more common now. Tanning beds are much more common. Both holidays and deliberate tanning often take people from indoor office life to the opposite extreme of sun exposure.
People also dress differently in the sun than they did in the past. Even in my old family photos, it's interesting to see people relatively more covered up in the sun (long pants, long sleeves, big hats) in older photos relative to our modern shorts and t-shirt style today.
Some of this can be seen in statistics where melanoma rates on the torso are increasing much faster than average.
It's also theorized that people who wear sunscreen become more cavalier about sun exposure in general. Sunscreen doesn't provide perfect protection and it needs to be reapplied over time. A lot of people put some sunscreen on and then assume they're good for the rest of the day, or they wash a lot of it off in the pool, or they miss spots, and so on.