I believe everyone needs to embrace their natural complexion. If you are of any number of ethnicities from hotter climates then likely you are naturally tanned or darker skinned be proud. If you are european/caucasian then likely you are naturally light or fair skinned be proud.
Tanning is artificial, fake, gross, a waste of time, causes skin cancer, prematurely ages your skin and turns it into brown leather as you get older... yay sounds great! Its one thing to be active outdoors, its another to intentionally damage yourself. Embrace your nationality, culture, heritage etc.
Its very interesting to see that the guys are mostly all for the porcelain, but the girls are promoting and reinforcing this 'tanned beauty' ideal themselves. So its not guys demanding this, maybe its simply magazines and other Women, who knows people are so impressionable these days.