Consumers are afraid of getting older—can marketers shift the narrative?

The skincare routines televised by Gen Z on social platforms have left tween girls beelining to beauty aisles, where they stock up on toners, exfoliants and serums to mimic their older counterparts. US households with 6 to 12-year-olds are spending more on skincare, and the products that once seemed too unimaginative to interest a middle schooler now come with an age disclaimer. 

“With the increase in cosmetic procedures, there is this clear fear among younger people around the aging process,” said content creator Rachael Wittman, who started her Instagram account @going_grachael when she made the decision to stop dying her hair. “As a mother of two daughters, it’s even more important to me to reach that younger generation than it is to reach my own.” 

Wittman’s goal of changing the conversation for all generations is well positioned, as the fear of aging does not discriminate. 70% of Gen Z uses anti-aging serums daily, according to intelligence firm Circana, and in a poll from organization Ageism Is Never in Style, 92% of respondents wish they had been educated on the harmful effects of anti-ageing sentiment at a younger age. When targeting consumers of any generation, brands benefit from age-inclusive messaging that comes with a proven commitment to the cause beyond a siloed campaign or channel. 

“A lot of people think ageism is prejudice towards older people,” said Jacynth Bassett, founder and CEO of Ageism is Never in Style, “but it's the only 'sm' that every single person can experience.” 

Creating universal conversation 

While the technology that masks wrinkles and age spots has changed, Dove has continued its mission to counteract artificial representation in media. Commemorating 20 years of its Real Beauty campaign, the brand vowed last week to never use AI to represent real people in its advertising. 

“Pledging to never use AI in our communications is just one step,” said Chief Marketing Officer Alessandro Manfredi in a statement, who stressed that algorithms should not be the force defining beauty. “We will not stop until beauty is a source of happiness, not anxiety, for every woman and girl.” 

While the brand has invested in age inclusion in beauty as a universally-compelling initiative, Wittman said that her page has brought to life the work that must still be done, which is a result of generations of harmful language. 

“For years, advertisers have said ‘Does your partner no longer find you attractive?” and 'Are you at a party in a corner and no one is talking to you because you’re gray?” said Wittman, adding that the majority of hate from her page comes from women of her generation. “We’re in this movement, but most people still want that fountain of youth.” 

Approaching inclusion with consistency 

The rise of skincare products among younger generations was a driving force behind Bassett’s latest campaign, “Remove Anti From Aging,” which highlights the absurdity of brands avoiding the term but maintaining the message with substitutes like  “Turn back time” and “Regain your youthful skin.”  

Research services company Advisory found that only 8% of corporate DEI statements include age, and according to Bassett, the internal makeup of a brand becomes clear when age-inclusive messaging is reserved for their social media posts or creator partnerships, only to be lost on their website. 

“They might work with an older influencer or feature something inclusive on their Instagram grid, but there are very few beauty brands that don’t have anti-aging narratives somewhere in their copy,” said Bassett, who said consistency is a straightforward way to prove intention.  “Brands are recognizing the financial opportunity in the older demographic, but a lot of attempts to tap into that audience are superficial.” 

Presenting the choice to age freely 

In its own effort to celebrate inclusive beauty, Laura Geller Beauty tapped comedian Leanne Morgan, who plays an age empowerment coach in a spoof on generational stereotypes to commemorate National Mature Womens Day on April 9. When Gellar holds up an item and asks the class what it is, guesses include “Brand content,” “Merch” and "Outfit of the day," when the real answer is “It's just a sweatshirt.” The thesis is that women predominantly feel pressure to keep up with younger generations and distance themselves from their age. Last year, Ageism is Never In Style saw more than 45 million UGC views for its campaign “I Look My Age,” which challenged the notion that looking younger is something to compliment and celebrate.

“People should age the way they feel comfortable aging,” said Wittman.  “I can’t tell you how many people say to me ‘You don’t dye your hair but you wear makeup?' It was such a great message because I look 49 for me. For me, this is what 49 looks like.” 

Considering the impact of aging narratives on brand partnerships and creators, Bassett stressed that all marketers should shift their focus away from demographic targeting and toward common values between their brand, their creators and their target audience.  

“I’m 31, and I’m talking about aging and ageism,” said Bassett. “A lot of younger women are saying ‘Seeing you talk about this has inspired me to follow more influencers like Rachael, and instead of fearing my future, actually get excited about getting older.” 

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