“Don’t ignore those at the height of their economic power” and “Live more like a tortoise.”

The topic of ageing and ageism dominates headlines every week. From health stories warning that an ageing population will ‘cripple’ the NHS, to scrutiny around celebrities’ appearances – often either ‘letting themselves go’ or ‘going too far’ in a bid to look younger – and even terrible behaviour being blamed on ‘middle class women of a certain age’. The extreme language around ageing is always filled with hyperbole and shock.

To get under the skin of this complex topic that we’re all obsessed with, Grayling Health Director Bethany Pearson hosted a compelling panel discussion with expert voices from media, brands and health space including: Lucie Cave, Chief Creative Officer at Bauer Media; media medic and NHS Doctor Dr. Tara  aka The Medic Mummy; Rebecca Hutson, Editor-in-Chief of Gen Z news platform The News Movement; and Lindsey Kane, Co-CEO and Founder of JOLT.

Together, they delved into the societal perceptions of ageing and explored the responsibility that brands and media have in shaping attitudes around it.  Here’s what emerged from the conversation:

Youthful beauty ideals remain

The discussion kicked off by exploring the media landscape, and how elements have evolved over the years and others remain unchanged – albeit, slightly repackaged.

So, what hasn’t changed? Age continues to be a defining feature in the way women are portrayed, with publications still forced to place a woman’s age next to their name. This small detail shapes perceptions (often inaccurate ones) before a story is even read.

Another is language. Rebecca explained that terminology has shifted slightly from aggressive terms such as ‘combatting ageing’ to gentler phrases describing ‘Baby Botox’ and ‘Pilates Arms’, however these are still defined as ideals which ultimately reinforce negative societal pressures around getting older.

What has changed? The speed and volume of content. Rebecca pointed out that a few years ago we would consume content at a much slower pace. Now, it’s 24/7 – from push notifications blowing up phones to negative algorithms that either uplift or overwhelm. Lindsey talked through how she curates a more positive space across social media: “If something doesn’t serve me, I unfollow. It’s about curating a positive media diet.”

While the language may have shifted, the pressure to conform to unrealistic beauty standards remains. Both media and brands need to consider how they are portraying ageing – stepping away from presenting unattainable image goals – to create a positive change, helping people feel more confident in their own skin.

Embracing the economic power of getting older

Overall, the panel felt that there has been a positive shift in the way that brands are embracing ageing. Now, many are stepping away from the concept of reversing ageing and instead focusing on embracing the journey.

Lucie outlined how this is being brought to life in the media with Grazia being one of the titles that is leading the way with its new standalone beauty magazine which celebrates slow ageing.

Panelist Lindsey emphasised the need to embrace life at every age, rejecting societal restrictions and championing a holistic “inside-out” approach to wellness – something her brand JOLT is passionate about.

Even though we are seeing more realistic portrayals of ageing by brands and in the media, there is undoubtably more work to be done. Lucie Cave shared the insight that “Just 5% of advertising is targeted at women over 50, when in fact they will have far more disposable income than younger generations. Brands need to shift their targeting and be more inclusive” with Rebecca adding “Women in midlife shouldn’t be ignored—they’re at the height of their economic power.”

Treat your health like a pension

When it comes to looking after your health as you get older, Lindsey shared some powerful advice on the importance of treating your health like a pension. The small decisions you make now—such as building muscle, staying active and eating well— will pay off in later life.

Dr Tara illustrated the impact that seemingly small things can have on our health as we get older. As an expert in frailty, she shared that a fall at 65 can lead to a hip fracture, hospitalisation and even weeks of rehab. She stressed that staying active isn’t just about looking good; it’s about preserving independence. Echoing Lindsey, she encourages people to take their health seriously at a younger age, because although we’re all living longer, the reality is that many of these years may be in ill health unless we make healthy choices throughout our lives.

Lindsey summarised this important takeaway with an unforgettable analogy: “Tortoises live healthily for a long time and then only get ill in their final weeks. We need to live more like tortoises and look after our health!”

The impact on younger generations

The discussion then honed into an important topic – what imprint will today’s ageism have on the younger generation.

As the editor of the leading Gen Z digital news platform, The News Movement, Rebecca shared that in her experience Gen Z find the topic both fascinating and grotesque, with a growing counter-narrative challenging traditional beauty standards.

Rebecca pointed out the irony that “Gen Z think it’s tragic that we’re spending money on anti-ageing procedures and yet one of their most popular searches on TikTok is anti-ageing.”

This tension reflects the influence of generations – many of us are shaped by our parents’ views on dieting and beauty and are worrying what will today’s anti-ageing obsession have on future generations, especially when millions are spent on anti-ageing skincare each year by children.

Celebrate ageing

Ageing is inevitable, but how we approach it can transform the experience. What’s the value of living to 150 years if our vitality stops at 50?

Our panel explored the importance of embracing life at every stage and being present throughout.

Lucie ended with a thought-provoking perspective: look to cultures that do it well.

Dr Tara used the example of Japan, where the population is one of the oldest in the world, and ageing is celebrated. The media portrays it positively with associations of wisdom and intelligence. A contrast to the UK, where narratives often centre on the negatives such as memory loss and decline and assume people are ‘past it’.

The panellists concluded with a united call for brands and media alike to work harder to feature realistic portrayals of ageing. They all agreed that we should draw inspiration from Japan, where the achievements of getting older are celebrated. If we marginalise people as they age, how can we expect them to invest seriously in their future health? It will be a long process but to quell younger generations’ fears of getting older, we need to present an aspirational view of ageing through the mediums of brands and media.

For more information on our event or Grayling Health, please contact Bethany Pearson on Bethany.pearson@grayling.com.