Because it's "Cool" to say you're a minority, and act like the Guidos on Jersey shore with fake tans, or even ugly tans that will land them Skin cancer in 20-30 years. Hey, their right to kill themselves. I don't tan purposely, I avoid the summer sun. I prefer winter, and the cold , nothing past 80. Being in a tropical hot environment isn't the place for me. Many women try to 'fit in', so they don't get rejected. A woman's greatest fear is to be rejected by the society she lives in. Being a society with no distinct culture,identity or anything else, things break down into beliefs. What is "cool" , what isn't. You're then stuck with partying and sleeping around,or possibly even smoking cigarettes because of the positive attributes tied to it,such as being 'sexy', despite it can indirectly kill you later on,like Aids kills a person indirectly through neutralizing the immune system. It is psychological. There is no logic or reasoning behind it. Just emotions being manipulated,and them falling for it every time. Guys receive the same type of pressure as well. It is there to help encourage consumers to buy products they do not need, by including something positive. Whether it is a hot girl on a sports car, or a hot girl eating a burger in a commercial,perhaps even suggesting they'll get laid if they spend time working out all day long 7 days a week. Minorities have less to fear in terms of UV rays than say a European. Africans have sickle cell anemia to worry about, and the foods they eat, which shortens their life spans, or even their life styles in general. But there are so many groups with various problems, it'd take me ages to write them all out and to even look up the ones I've never heard of. It really all boils down to common sense, and not acting on impulse. Being more self aware and of your surroundings.