Why the term “anti-aging” is being left behind
The phrase "anti-aging" has been a staple in beauty and skincare for decades, but it's built on a foundation of ageism. This approach frames aging as a negative process to be corrected or prevented at all costs, rather than as a natural journey of life. This constant pursuit of youth can be demoralizing and can lead to a negative self-image.
- Ageism in marketing: For years, brands have capitalized on the fear of aging to sell products, often using unrealistic, heavily airbrushed images of young models to promise unattainable results.
- Impact on self-perception: The pervasive message that aging is undesirable can deeply affect self-esteem and body image, especially for women.
- Unrealistic claims: The promise to "reverse aging" is misleading, and regulatory bodies have even expressed concern about such claims. The shift towards more realistic, science-backed language is a welcome change for consumers.
Reframing the conversation: Positive language alternatives
The movement towards positive aging is not about ignoring physical changes, but about reframing how we talk about them. The new lexicon focuses on wellness, nourishment, and health, rather than on prevention and correction.
- Pro-aging: Embraces the natural process of aging while focusing on overall health and well-being. It advocates for nurturing your body with love and nourishment, rather than fighting it.
- Well-aging: A holistic approach that values living a full life, which in turn supports skin health and overall vitality. It's about feeling and looking your best at any age, not just looking young.
- Age-inclusive: Language that is neutral and respectful, recognizing the wide range of experiences and appearances among older adults. The National Institute on Aging suggests using terms like "older adults" instead of pejorative labels like "elderly".
- Radiance and vitality: Instead of promising to erase wrinkles, many brands are shifting their messaging to focus on boosting radiance, hydration, and skin health. This emphasizes a glow that comes from within, not from turning back the clock.
A comparison of anti-aging and pro-aging approaches
| Feature | Anti-Aging Approach | Pro-Aging Approach |
|---|---|---|
| Core Philosophy | Fights and corrects the visible signs of aging. | Embraces aging as a natural process to be supported and celebrated. |
| Marketing Focus | Promises to "turn back the clock" or "erase wrinkles" through fear-based messaging. | Uses empowering language like "radiance," "vitality," and "skin health". |
| Emphasis on Appearance | Prioritizes a youthful external appearance above all else. | Prioritizes holistic wellness, with healthy skin as a result. |
| Role of Skincare | Views products as a tool to reverse time and correct flaws. | Views products as a tool for nourishing and supporting skin at every stage. |
| Long-Term Mindset | Driven by external pressure and the desire to stay young forever. | Driven by self-acceptance and celebrating the wisdom and experience of a life well-lived. |
Practical tips for embracing a pro-aging mindset
Changing the language we use is only one part of embracing a healthier view of aging. It also requires an internal shift in perspective.
- Focus on health, not youth: Prioritize overall health by eating a nutrient-rich diet, exercising regularly, and getting enough sleep. A healthy body naturally supports healthy skin.
- Stay mentally engaged: Challenge your brain with new hobbies, puzzles, or classes to stay sharp and engaged.
- Cultivate a positive outlook: Practice gratitude and surround yourself with people who celebrate the growth and wisdom that come with age.
- Choose supportive products: Opt for skincare that nourishes your skin and supports its natural functions. Look for ingredients that promote hydration, resilience, and radiance, rather than those that promise an impossible reversal.
- Build community: Connect with people of all ages to gain a broader perspective on life. This can combat the idea that older people are a separate, monolithic group.
- Identify ageism: Become more aware of the subtle and overt forms of ageism in media, marketing, and conversation. Recognizing these harmful stereotypes is the first step toward rejecting them.
Conclusion: The longevity mindset
The move from an anti-aging to a pro-aging, or longevity, mindset represents a healthier, more holistic approach to life. It shifts the focus from fighting an inevitable process to embracing a journey of growth, wisdom, and vitality. By adopting positive and inclusive language, we can change the narrative around aging for ourselves and for future generations. This cultural evolution celebrates beauty at every stage and encourages a deeper sense of self-acceptance, transforming the conversation from one of fear and correction to one of empowerment and celebration. It acknowledges that true vitality comes not from a specific number, but from living a life well-lived.
Reframing Aging provides resources and tools for ending ageism by promoting a more complete and equitable story about aging in America.
