Guilty of Gerascophobia?
by Daria Myers, Co-Founder Everlusting
Gerascophobia. Yes, that’s a thing. In fact, it’s a real clinical condition. The dictionary defines it as “the irrational and persistent fear of growing old”. Who knew? But what surprised me even more, that of all age groups, millennials experience it most often.
In a study by the U.K.’s Royal Society for Public Health, two in five millennials believe that dementia is inevitable and that loneliness is in store for most of us. Another study in the U.S. showed that 60% are doing all they can to fight the mental and physical signs of aging, worrying about visible signs before reaching 30!
Where does this fear come from?
The media definitely feeds off of, and has fueled, these feelings. Recently, I was outraged by a television commercial for a well-known, injectable face filler. It features the most gorgeous young women — who couldn’t be older than 30 — strutting their stuff showing off their newly plumped lips and cheeks. Seriously!!!
Fear-based advertising is nothing new to me. I’ve spent my entire career in the beauty industry, starting at the age of 16, and I certainly have contributed my fair share to the creation of age-related phobia marketing. Back then, I never thought twice about using the term “anti-aging” in product names or claims. But I never realized the unintended consequences. The beauty industry, placing such emphasis on youth, actually equates beauty to youth and therefore has demonized the natural aging process. Perhaps as much, or more than other industries.
In my final act as a Senior Beauty Exec, I began to push back and pioneer a new vision of older women. My push back got push back. I was too early. Business was not ready to rally around women of a certain age. Over the past few years, an alternate debate has begun to bubble up. We are seeing new businesses addressing issues associated with age. It’s a good thing. Because life for us is good. In fact, great!
I embrace my age both physically and emotionally. I celebrated turning 65 with pride and gusto. I am certainly not alone. Research shows that these years can be the freest and most rewarding years of our lives. Less encumbered by the stress of daily life challenges, (if mostly healthy), we are more creative, carefree, content. Attitudinally, we feel at least a decade younger than our chronological age. And compared to previous generations, we can generally expect to live longer, more fulfilling lives, including a “third act”.
I am experiencing this firsthand. My sons are grown and on to their own lives. My husband and I now have the ability to travel more (pre-covid). We’ve started new ventures. Taken up new hobbies. Made new friends.
After having retired from the corporate world, I’ve helped several young entrepreneurs with their startup businesses. I’ve even started a couple of my own. With years of experience under my belt, I’ve been recruited to join boards, both for profit and not for profit.
While still very engaged in beauty rituals and regimens, recognizing my WORTH is what makes me feel beautiful. Health and wellness have become even more integral in my beauty considerations. I feel vibrant, energetic and excited about my present life and the future.
So Millenials, get over your Gerascophobia. Fear not fifty. There’s great stuff to look forward to! It’s what you make of each and every day that counts. Both before fifty, and after. More importantly, live in the present. Don’t pine for the past (you can’t change it). Don’t angst about the future (you can only control some of it). In a TED Talk on Aging, Jane Fonda aptly said “When you’re inside oldness, as opposed to looking at it from the outside, fear subsides. You’re still yourself; even more so.” Isn’t that something to look forward to?
