My mother is a skin cancer survivor. She grew up when you went out and baked, and did not wear sunscreen until after she'd been diagnosed and treated. She's lived in the Northeast all her life (NY, NJ, PA) except for 2 months in Indiana, over 4 1/2 decades ago.
She got cancer from sun exposure. Yes, really.
The ozone layer has always been there; the hole has not. It is more dangerous to have more exposure now than it was even 10 or 20 years ago. Hence you see more cancers. You are also seeing more cancers in people who apply sunscreen because a lot of people misuse sunscreen. They are either not applying (and reapplying) it regularly or carefully, or are using it in order to stay out longer, rather than using it in order to be able to stay outside for a shorter, directed amount of time.
As for the folks who "stay out all day and don't have cancer", all that means is either they're getting 'em where you aren't seeing 'em, or they don't have 'em yet. It does take a while -- something like 15 years -- for skin cancers to emerge. Skin cancers can be very small, and they can be hard to spot if a person is tattooed.
My mother is alive because it was caught in time. Maureen Reagan and a bunch of other folks were nowhere near as lucky.
Skin cancer can kill you. It's nothing to be screwed with.
http://www.skincancer.org/